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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2008 - 86 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Sales of aids double from 02-07
- Competition from external arenas
- Rx carry 89% of sales in 2007
- Obstacles to market growth
- Ambien still the brand to beat
- Rozerem, the “safe” sleep aid, meets with lackluster sales
- Requip puts RLS on the map
- DTC campaigns increases brand awareness
- Key findings from consumer research
- MARKET SIZE AND FORECAST
- Key points
- Product development, DTC advertising create growth
- Generics have negative impact on market
- Figure 1: U.S. sales of Rx, OTC, and supplements that promote sleep, at current prices, 2002-07
- Figure 2: U.S. sales of Rx, OTC, and supplements that promote sleep at inflation-adjusted prices, 2002-07
- COMPETITIVE CONTEXT
- OTC allergy meds used more often for sleep than OTC sleep aids
- Figure 3: Use of OTC allergy medications as sleep aids vs. OTC sleep aids, September 2008
- Off-label use of Rx drugs
- Figure 4: Off-label use of prescription drugs as sleep aids, September 2008
- Treating underlying illness
- Alcohol and marijuana as sleep aids
- Figure 5: Alcohol and marijuana as sleep aids, September 2008
- Toughing it out
- Figure 6: Toughing it out, by demographic, September 2008
- SEGMENT PERFORMANCE
- Key points
- Fears about Rx aids, interest in natural remedies, affect market
- Figure 7: U.S. sales and forecast of sleep aids, by segment, 2002-07
- Figure 8: U.S. sleep aids, by segment, 2005 and 2007
- SEGMENT PERFORMANCE—RX
- Key points
- New products supercharged by DTC campaigns
- Generics cut sales in 2007
- Figure 9: U.S. sales and forecast of prescription sleep aids, 2002-07
- SEGMENT PERFORMANCE—OTC
- Key point
- Fears surrounding Rx sleep aids propelling sales
- Figure 10: U.S. sales of OTC sleep aids, 2002-07
- SEGMENT PERFORMANCE—HOMEOPATHIC
- Key points
- Increasing interest in “natural” solutions
- CAMs now at a store near you
- Popularity of different herbal remedies
- Figure 11: U.S. sales of homeopathic remedies for sleep disorders, 2002-07
- RETAIL CHANNELS
- Key points
- Drug stores carry more than half of market for OTC and herbal sleep aids
- Figure 12: U.S. FDMx sales of non-prescription sleep aids, by retail channel, 2006 and 2008
- Drug store sales outpace market for OTC and herbal sleep aids
- Figure 13: U.S. FDMx sales of non-prescription sleep aids at drug stores, 2003-08
- MARKET DRIVERS
- Access to healthcare the primary obstacle to increased sales
- Figure 14: Access to medical insurance, by demographic, September 2008
- Talking to doctors about sleep
- Figure 15: Talking to medical doctors about trouble sleeping or being tired, by demographic, September 2008
- Generics drive down price point
- Obesity
- Figure 16: Prevalence of overweight and obesity among Americans, 1988-2002
- Fear surrounding use of Rx and OTC aids
- Figure 17: Attitudes towards sleep aids, September 2008
- Backlash against DTC Rx campaigns
- An aging population
- Figure 18: Population, by age, 2003-13
- LEADING BRANDS
- Ambien used by 15% of those with sleep troubles
- Figure 19: Use of prescription sleep aids, by product, September 2008
- Differences by demographic
- BRAND QUALITIES—RX MEDICATIONS
- Generics available for short half-life sedative-hypnotics
- Figure 20: Half-life of sleep aids
- Ambien
- Lunesta
- Rozerem
- Requip
- Sonata
- OTC SUPPLY STRUCTURE
- Unisom leads OTC segment of the market
- Figure 21: FDMx sales of leading non-prescription sleep aids, 2007 and 2008
- Unisom
- Tylenol Simply Sleep and Tylenol PM
- INNOVATION AND INNOVATORS
- MidNite can be taken at any time
- Sleep aids that target women
- The anti-energy drink
- Fast-acting with flavors
- Leveraging OTC names in natural offerings
- TV ADVERTISING AND PROMOTION
- Ad spend declining
- Figure 22: DTC spending for prescription sleep aids, 2006 and 2007
- Ambien CR
- Figure 23: Ambien CR Ticking Clock ad, 2008
- Figure 24: Ambien CR Woman Silences Her Rooster ad, 2008
- Handling side effects and risks with music and concern
- Lunesta
- Figure 25: Lunesta People After a Good Night’s Sleeps ad, 2007
- Figure 26: Lunesta Teacher Takes Lunesta ad, 2008
- Rozerem
- Figure 27: Rozerem Man At Bus Stop ad, 2007
- Figure 28: Rozerem Talk Show with Abe and the Beaver ad, 2007
- Tylenol PM
- Figure 29: Tylenol People Snoring ad, 2007
- Figure 30: Tylenol Woman Tosses and Turns ad, 2008
- Figure 31: Tylenol Time For A Bubble Bath ad, 2008
- Figure 32: Tylenol Cereal Bowl Turns Into Moon ad, 2008
- Unisom
- Figure 33: Unisom Couple Tried 8 Day Challenge ad, 2008
- Figure 34: Unisom Couple in Bed ad, 2008
- WEB MARKETING
- Introduction
- Sponsored links on search engines and health information sites
- Lunesta
- Ambien
- Unisom and others
- Unisom
- Sonata
- Requip
- USE OF SLEEP AIDS
- Figure 35: Usage of sleep aids or combination of sleep aids, September 2008
- Figure 36: Usage of sleep aids, by age, September 2008
- Figure 37: Usage of sleep aids, by gender, September 2008
- Figure 38: Usage of sleep aids, by household income, September 2008
- FREQUENCY OF DISORDERED SLEEPING
- Women more plagued by insomnia
- Figure 39: High incidence of sleep difficulties, by gender, September 2008
- Lifestage plays a role in how sleep-related problems manifest
- Figure 40: High incidence of sleep difficulties, by age, September 2008
- INSOMNIA
- Onset Insomnia
- Women have more trouble falling asleep
- Figure 41: Frequency of trouble falling asleep, by gender, September 2008
- Figure 42: Time spent sleeping and falling asleep, by gender, September 2008
- Time spent sleeping and falling asleep
- Figure 43: time spent sleeping and falling asleep, by age, September 2008
- Figure 44: Time spent sleeping and falling asleep, by race/Hispanic origin, September 2008
- Figure 45: Time spent sleeping and falling asleep, by household income, September 2008
- Figure 46: Time spent sleeping and falling asleep, by presence of children, September 2008
- Nocturnal awakenings
- Figure 47: Frequency of trouble staying asleep, by gender, September 2008
- SLEEP APNEA AND RESTLESS LEGS SYNDROME
- Familiarity with sleep apnea and restless legs syndrome, by gender
- Figure 48: Awareness of sleep apnea and restless legs syndrome, by gender, September 2008
- Results by age
- Figure 49: Awareness of sleep apnea and restless legs syndrome, by age, September 2008
- Results by household income
- Figure 50: Awareness of sleep apnea and restless legs syndrome, by household income, September 2008
- Symptoms of sleep apnea and RLS, by gender
- Figure 51: Snoring and jerking around in bed, by gender, September 2008
- Results by age
- Figure 52: Snoring and jerking around in bed, by age, September 2008
- Testing for sleep apnea and CPAP treatment
- Figure 53: Sleep apnea testing and CPAP treatment, by age, September 2008
- SLEEP HEALTH BEHAVIOR
- Introduction to sleep hygiene
- Awareness and practice of good sleep habits
- Figure 54: Awareness and practice of sleep hygiene techniques, by gender, September 2008
- Figure 55: Behaviors affecting sleep, by household income, September 2008
- Worries regarding sleep
- Figure 56: Sleep and worry, by age, September 2008
- Exercise
- Figure 57: Exercise among those with sleep difficulty, by demographic, September 2008
- LAND OF THE TIRED
- Tiredness getting worse all the time
- Figure 58: Sleep and hopelessness, by gender, September 2008
- Figure 59: Sleep and hopelessness, by age, September 2008
- Figure 60: Impact of sleep trouble on daily life, by age, September 2008
- MARRIAGE AND CHILDREN
- Diagnosis of sleep disorder
- Figure 61: Diagnosis of sleep disorder in the last 12 months, by marital status and presence of children, February 2007-March 2008
- Severity of suffering
- Figure 62: Severe suffering of sleep disorders in the last 12 months, by marital status and presence of children, February 2007-March 2008
- Frequent sleep trouble
- Figure 63: High incidence of sleep difficulties, by marital status and presence of children, September 2008
- Familiarity with sleep hygiene
- Figure 64: Awareness and practice of sleep hygiene techniques, by marital status and presence of children, September 2008
- RACE AND HISPANIC ORIGIN
- Diagnosis of sleep disorder
- Figure 65: Diagnosis of sleep disorder in the last 12 months, by race/Hispanic origin, February 2007-March 2008
- Usage of sleep aids to treat sleep disorders
- Figure 66: Usage of prescription and non-prescription products in the treatment of sleep disorders in the last 12 months, by Hispanic origin, February 2007-March 2008
- Severity of suffering
- Figure 67: Severe suffering of sleep disorders in the last 12 months, by Hispanic origin, February 2007-March 2008
- Frequent sleep difficulties
- Figure 68: High incidence of sleep difficulties, by race/Hispanic origin, September 2008
- Familiarity with sleep apnea and restless legs syndrome
- Figure 69: Awareness of sleep apnea and restless legs syndrome, by race/Hispanic origin, September 2008
- APPENDIX: DIAGNOSED DISORDER PREVALENCE AND SEVERITY
- Figure 70: Diagnosis of sleep disorder in the last 12 months, by age, February 2007-March 2008
- Use of drugs in the treatment of diagnosed sleep disorder
- Figure 71: Use of Rx and OTC medications to treat sleep disorders, by age, February 2007-March 2008
- Use of Rx drugs for sleep disorders
- Figure 72: Use of Rx and OTC meds to treat sleep disorders, by gender, February 2007-March 2008
- Severity of sleep disorder
- Figure 73: Severity of sleep disorders, by gender, February 2007-March 2008
- Results by educational attainment
- Figure 74: Severity of sleep disorders, by level of education, February 2007-March 2008
- Diagnosis of sleep disorder by marital status
- Figure 75: Diagnosis of sleep disorder in the last 12 months, by marital status, February 2007-March 2008
- Severity of sleep disorder by household income
- Figure 76: Severe suffering of sleep disorders in the last 12 months, by household income, February 2007-March 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Feeling tired during the daytime
- Figure 77: Frequency of tiredness in the daytime, by gender, September 2008
- Not enough time for a full night’s sleep
- Figure 78: Frequency of not having time to get enough sleep, by gender, September 2008
- Results by household income
- Figure 79: High incidence of sleep difficulties, by household income, September 2008
- Results by presence of children in the household
- Figure 80: High incidence of sleep difficulties, by presence of children in the household, September 2008
- Sleep specifics
- Figure 81: Specifics surrounding sleeping trouble, by gender, September 2008
- Results by age
- Figure 82: Awareness and practice of sleep hygiene techniques, by age, September 2008
- Figure 83: Use of herbal sleep aids, by sleep aid, September 2008
- APPENDIX: A BRIEF GUIDE TO SLEEP APNEA AND RLS
- Sleep apnea
- RLS
- APPENDIX: TRADE ASSOCIATIONS
AbstractThe U.S. Sleep Aid market has doubled between 2002 and 2007. OTC and homeopathic segments, which are considerably smaller, are likely to continue growing, fueled by fears surrounding side effects and dependencies that may result from prescription solutions, increased offerings and a shift in attitudes regarding sleep disorders.
This report offers an in depth discussion of:
- Factors driving sleep aid sales
- Competition to the market, including off-label usage of prescription drugs, as well as alcohol, marijuana and enduring without help
- The role of gender, age, marital status, children, race, ethnicity and income levels in the use of sleep aids
- How an aging population and the obesity epidemic will affect sales of sleep aids
- Opportunities for marketers to expand the use and acceptance of sleep aids
- A review of sleep aid brands and the competitive environment in which they operate, including television campaigns and web marketing
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