After the 2020 boost to the sales performance of sleep aids, in 2021 the category has registered a slowdown, while still maintaining a positive trajectory. The psychological toll of the pandemic resulted in much higher uptake of sleep aids in 2020, in a context of isolation, restrictions and anxiety brought on by the outbreak of the virus.
It is typical for chemists/pharmacies to offer a very wide range of sleep aids, including herbal/traditional sleep aids, and consumers are thus not short of options. Although evidence as to the efficacy of sleep aids with a natural positioning remains mixed, herbal/traditional sleep aids are generally perceived as being gentler, healthier and with fewer side-effects, especially valerian and chamomile-based products.
Gedeon Richter will maintain its position as the leading player in sleep aids in 2021, despite seeing a drop in current retail value share. The reason for the company’s strong performance is the reputation that its brand Exigan – a product with valerian extract – has for delivering high quality at reasonable prices.
Rising consumer-awareness about the dangers of sleep deprivation will make them more inclined to take measures when they deal with insomnia. Furthermore, it is likely that more people will be leading fast-paced, dynamic, hectic and unstable lifestyles, which will likely lead to mental strain linked with insomnia.
As well as strengthening competition from dietary supplements, in the forecast period sleep aids could be challenged by alternative herbal products that promote their relaxation and sleep-inducing qualities. Indeed, according to an RASCI study, 26% of Romanians take vitamin products when they have insomnia and 22% of Romanians opt for herbal products, a much larger number than those taking sleep aids.
A further factor behind the positive performance expected in sleep aids over the forecast period is the ageing Romanian population, with the number of people over 65 years set to keep rising amid overall population decline. Sales growth will be boosted because elderly people regularly experience difficulty sleeping.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.See All of Our Definitions
This report originates from Passport, our Sleep Aids research and analysis database.
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