Current value growth in sleep aids is far above the average for OTC in 2019. Growth drivers include the increasingly hectic and stressful lifestyles of the Russian population, and anxieties related to economic instability, low consumer purchasing power and higher taxes and living costs.
The long tradition of brewing various herbal teas and decoctions has a negative impact on sales of OTC sleep aids. Valerian root and motherwort remain the most popular herbs for these drinks in Russia.
Vitamins and dietary supplements with vitamin B and magnesium compete increasingly strongly with sleep aids. These vitamins and dietary supplements are positioned and promoted as relaxants and stress relievers.
The competitive landscape of sleep aids remains consolidated. The leaders are strong and stable players, supported by investments in promotion and advertising.
The same brands have occupied the top five rankings through the review period. This reflects the strong brand loyalty that exists among consumers of sleep aids, despite the NBOs changing for Novo-Passit and the Persen line.
Private label retained a marginal value share in sleep aids until the early review period. However, its share remained negligible between 2016 and 2019.
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This industry report originates from Passport, our Consumer Health market research database.