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