Sleep aids saw strong growth in Hungary in the review period, as busy, hectic lifestyles and increasing stress caused various types of sleeping disorders. According to the Walmark Fresh Health Index Survey, which ran between November 2018 and January 2019, around 70% of respondents said that they experienced stress in their lives, with only 44% reporting that they found it easy to sleep at night.
Increasing disposable incomes and rising living standards are strengthening the self-medication trend in OTC products, which should further support the growth of sleep aids over the forecast period. Since sleeping disorders are often not taken seriously enough, sleep aids are often purchased without visiting a doctor or asking for professional advice.
Manufacturers of sleep aids focus on innovations to attract consumers, although in most cases such products are unlikely to bring any real novelty to this category. OTC herbal/traditional sleep aids usually offer a lower dosage formulae and they typically contain different combinations of certain herbal ingredients such as passionflower and valerian.
Sleep aids remained a relatively consolidated category in Hungary in 2019. PGT Healthcare, the previous leading player, left the market in 2018 as its joint venture with Teva Gyógyszergyár ended.
The main brands in sleep aids contain herbal ingredients, mainly valerian root, hops, lemon grass or passion flower, which makes them more attractive to consumers, who are reluctant to take chemicals in order to solve their sleep disorders. Aside from leading brand Valeriana TEVA, other popular brands of herbal/traditional sleep aids include Sedacur Forte and Hova.
Due to the hectic lifestyles of Hungarian consumers, there is growing demand for sleep aids, both in terms of OTC products and dietary supplements. As the main OTC sleep aids also contain herbal ingredients, there is competition across the categories, which might become stronger over the forecast period as consumers become more aware of the benefits of products such as magnesium in supporting healthy sleep.
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This industry report originates from Passport, our Consumer Health market research database.