Executive Summary

Oct 2019
PROSPECTS
Insomnia on the rise but consumers keen to avoid prescribed sleep aids

Many Norwegians suffer from insomnia, and stress-related problems are relatively common amongst the adult population due to increasingly busy lifestyles. The growing use of smartphones is creating a feeling of constant availability, which also leads to stress amongst Norwegians.

Melatonin seen as safe alternative to OTC sleep aids

Melatonin remained an obstacle to the higher growth of OTC sleep aids in 2019, as melatonin is the exception to the overall decline in prescribed sleep aids. The prescription rate rapidly increased during the review period, with many Norwegians also purchasing these products abroad, where there is no requirement for a prescription.

New players helping to add interest to sleep aids

Relatively new brands such as Sedix and Pascoflair helped foster the growth of OTC sleep aids in 2019, with increased competition helping to drive demand in Norway. Both these brands also use a packaging format which is more aligned with general OTC products, helping create credibility for the category.

COMPETITIVE LANDSCAPE
Growing awareness of the benefits of passion flower key to Sedix’s lead

Sana Pharma Medical AS maintained a healthy lead in 2019 with its Sedix brand, continuing its rapid rise to ascension since entering Norway in 2016. Sedix’s popularity is partly due to the fact it has no proven side effects.

Packaging design key in Sedix’s plan to corner the market in OTC sleep aids

The largest brand in sleep aids, Sedix, uses a rather minimalistic packaging design, with straight lines in purple against a white background. This differentiates from the green bowed lines in the packaging of Valerina, which presents a stronger image of an herbal product.

Opportunities still available in sleep aids

OTC sleep aids is a relatively consolidated category with Sedix and Valerina accounting for most sales. There is a lack of private label and generics in the category which reflects the attitudes of Norwegians who typically prefer to place their trust in branded products.

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Sleep Aids in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sleep Aids industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sleep Aids in Norway?
  • What are the major brands in Norway?
  • What is the market size of Sleep Aids in Norway?
  • What are the major brands in Norway?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Norway use calming or sleeping products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sleep Aids in Norway - Category analysis

HEADLINES

PROSPECTS

Insomnia on the rise but consumers keen to avoid prescribed sleep aids
Melatonin seen as safe alternative to OTC sleep aids
New players helping to add interest to sleep aids

COMPETITIVE LANDSCAPE

Growing awareness of the benefits of passion flower key to Sedix’s lead
Packaging design key in Sedix’s plan to corner the market in OTC sleep aids
Opportunities still available in sleep aids

CATEGORY DATA

Table 1 Sales of Sleep Aids: Value 2014-2019
Table 2 Sales of Sleep Aids: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 4 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 5 Forecast Sales of Sleep Aids: Value 2019-2024
Table 6 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Consumer Health in Norway - Industry Overview

EXECUTIVE SUMMARY

Consumer health sees steady growth as Norwegians show willingness to invest in health
Changing face of Norway sees shifts in demand within consumer health
GlaxoSmithKline and Pfizer combine to push GSK Consumer Healthcare into the lead
Distribution focuses on convenience, quality and availability
An ageing population, a greater focus on health and wellbeing and climate change just some of the issues expected to drive growth over the forecast period

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources