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