Executive Summary

Oct 2019
PROSPECTS
Increasingly busy lifestyles of Dutch consumers maintain stable demand for sleep aids

Dutch consumers are leading increasingly busy stressful lifestyles with flexible working hours, which may mean working from home and into the evening, leading to many of them suffering from disruptive sleep patterns or even insomnia. This is often linked to spending vast amounts of time in front of digital screens, either through laptops and computer screens for work or on tablets or smartphones for leisure time.

Older generations comprise core consumer group for sleep aids

Demographic changes are also having an influence on the growth of sleeps aids for different reasons. While the younger generation can find it difficult to relax due to their digitally-led lives, they are just as likely to look for other ways to unwind through exercise and going to the gym.

Melatonin continues to gain in popularity as an active ingredient

With Dutch consumers increasingly turning away from chemical-based sleep aids on prescription, the most important active ingredients within the category remain the milder valerian root and melatonin which can be purchased over the counter, with the latter gaining in popularity as an increasing number of products are launched using this ingredient. However, some concerns have been raised in the media about the possible unknown long-term health effects of using melatonin, which could change the amount of melatonin permitted to be used in sleep aid formulations in the future; some ambiguity remains with many sleep aids that can be purchased from drugstores registered OTC drugs, while many of the products that contain less than 0.

COMPETITIVE LANDSCAPE
Vemedia strengthens leadership of sleep aids as Sleepzz records dynamic performance

Vemedia BV strengthened its lead of sleep aids in 2019 to dominate the category. While the player offers the leading brand in sleep aids, Valdispert, due to the prominence of products based on valerian root in the Netherlands, the latter lost ground to its owner’s other brand in the category, Sleepzz which is based on the use of melatonin and is offered in a range of formats and strengths.

Second-strongest performance from Biohorma

Fourth-ranked Biohorma continued to gain value share in 2019, with its brand Dormeasan Nachtrust recording the second-strongest value growth performance after Sleepzz. The brand is positioned as the most natural sleep aid brand in the Netherlands and is based on fresh valerian root.

New launch for Pharma Nord as the player looks to capitalise on popularity of melatonin

Known more for its presence in vitamins and dietary supplements, Pharma Nord became more active in sleep aids in 2019. The player launched a new product called Melatonine 3mg in February 2019, in an attempt to capitalise on the increasing popularity of melatonin as an active ingredient.

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Sleep Aids in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Netherlands 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 Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Netherlands 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 Netherlands?
  • What are the major brands in Netherlands?
  • What is the market size of Sleep Aids in Netherlands?
  • What are the major brands in Netherlands?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Netherlands 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 the Netherlands - Category analysis

HEADLINES

PROSPECTS

Increasingly busy lifestyles of Dutch consumers maintain stable demand for sleep aids
Older generations comprise core consumer group for sleep aids
Melatonin continues to gain in popularity as an active ingredient

COMPETITIVE LANDSCAPE

Vemedia strengthens leadership of sleep aids as Sleepzz records dynamic performance
Second-strongest performance from Biohorma
New launch for Pharma Nord as the player looks to capitalise on popularity of melatonin

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 the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Rising disposable incomes and higher VAT leads to stable current value growth for consumer health
Some products removed from basic health insurance as government encourages self-care amongst local population
GSK Consumer Healthcare takes over leadership of consumer health, now representing former Pfizer brands
Internet retailing continues to rapidly gain share supported by increasing popularity of online players
Marginally stronger value performance predicted for consumer health

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
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources