Supporting the mind as much as the body continues to grow as part of the overall health and wellness trend. Brain performance and brain wellbeing – whether this is related to sleep, stress or anxiety – has become a priority for many consumers in New Zealand.
With more consumers opting for natural alternatives, and vitamins and dietary supplements for sleeplessness, they are more willing to go to health food shops or vitamins and dietary supplement specialist retailers for sleep aids, as opposed to chemists/pharmacies. Chemists/pharmacies thus saw a slight drop in share at the end of the review period.
New Zealanders are seeking complete solutions, with products that help improve the overall quality of sleep. This provides opportunities for companies to offer product bundles with multiple products that not only help induce sleep but also relax the body and control environmental factors.
The New Zealand-based company Sleep Drops Ltd continues to lead the sleep aids category. In 2018, in keeping with the entry of vitamins and dietary supplements into the sleeps aids category, it decided to feature a Blackmores product that can be used with its Sleep Drops.
Unisom, a trusted sleep aids player which is well known for its sleeping gels, expanded its portfolio by introducing a Snore Relief Throat Spray in Canada. Although the product is currently only available in Canada, it is expected to be launched in other countries, including New Zealand, because of the growing demand for snore relief products.
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This industry report originates from Passport, our Consumer Health market research database.