Sleeps aids is expected to register healthy value growth, as it did in 2020. However, growth rates are not particularly higher than prior to the pandemic, though COVID-19 did drive some value sales, with more people suffering from anxiety about COVID-19 due to health concerns and also worries about jobs, which has led to more people suffering from sleeplessness.
There is a strong tradition of herbal medication in Ukraine. As many people are aware of herbs with sedative effects, such as valerian root, rose hip and mint, making tea with herbs bought from pharmacies or picked in the countryside has always been common practice to aid sleep.
Ukrainians are knowledgeable about local herbs that can be used to aid sleep and local manufacturers offer products based on the local, popular herbs, such as such as valerian root and motherwort. As such, sleep aids is one of a few in which domestic companies lead, with Farma Start and Farmak the main players in sleep aids in 2021.
Sleep aids will register moderate constant value growth over the forecast period. While anxiety levels will remain high, especially early in the forecast period, as concerns around COVID-19 still linger and the economy is under pressure, Rx sleep aids will dampen value sales, as it is easy to buy such products without a prescription, due to lax controls.
Even though the tradition of herbal medication is slowly disappearing, with Ukrainians preferring more convenient sleep aids, consumer demand for herbal ingredients in OTC sleep aids is particularly high and is set to continue over the forecast period. With limited incomes, some Ukrainians, especially the most vulnerable pensioners, find it more economical to buy dietary supplements such as valerian root instead of sleep aids, thus the trend of registering medicines as dietary supplements is likely to persist.
In what is a fiercely competitive product area, players will look to innovate to attract consumer’s attention and disrupt the landscape in any way they can. Ukrainian consumers are receptive to new and interesting formats among consumer health products, and any level of differentiation is likely to gain their attention.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Ukraine 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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