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Sleep Aid Products in the U.S. Market: Non-Prescription OTC, Natural and Alternative Remedies


Attention: There is an updated edition available for this report.

Sleep has finally emerged from the darkness and gained the limelight as a critical American health issue. According to the American Sleep Association, every year approximately 40 million Americans, if not more, are afflicted by chronic, long-term sleep disorders. Restless nights followed by sluggish, anxious days have led a growing number of consumers to seek relief and physical and emotional rejuvenation from a diverse and fragmented market of mainstream and alternative products that aid sleep or relaxation.

As more Americans become aware that sleep is as important as food or exercise, marketers will find greater opportunities for both traditional and alternative sleep aid products. For OTC sleep aids alone, Packaged Facts expects the total market to near the $759 million mark by 2013.

This all new packaged Facts report, Sleep Aid Products in the U.S. Market: Non-Prescription OTC, Natural and Alternative Remedies, is focused on consumer, product and marketplace trends. It takes an in-depth look at sales of over-the-counter (OTC) sleep aids and a snapshot of the more niche natural sleep aid supplements market as a bellwether for the future of the total marketplace. For the purposes of this report, the market consists of products and accessories designed to enhance and aid sleep without a prescription that are easily accessible and usable by the consumer. This encompasses OTC sleep medications—both analgesic and non-analgesic—and herbal supplements intended to aid sleep, as well as accessories such as neck and body pillows, devices such as sound machines and conditioners, sleep masks and earplugs, plus shower and body care products, aromatherapy candles or foods and beverages intended to aid sleep.

Companies profiled in the report include: Avon Products Inc., Chattem, Inc., Glaxo SmithKline, Green Pharmaceuticals Inc., HoMedics, Inc., Johnson & Johnson, NBTY, Inc., and smaller players such as Dream Essentials, Dreamerz Foods, Nature’s Way and SoothSoft Comfort Technology.

Report Methodology

Information for Sleep Aid Products in the U.S. Market: Non-Prescription OTC, Natural and Alternative Remedies was obtained from both primary and secondary sources. Primary research entailed consultation with industry sources and on-site examination of the retail setting. Secondary research entailed gathering data from relevant business sources, including: trade publications and newsletters; government data; current articles in newspapers and trade and consumer magazines; information from industry and non-governmental associations such as The American Psychological Association, The National Sleep Foundation, and The American Sleep Association; annual reports, 10Ks and other financial releases from public companies; and other related Packaged Facts reports.

For the OTC sleep aids mass market, this report covers the sale of products through channels tracked by Information Resources, Inc. (IRI) only; i.e., U.S. chain supermarkets, drugstores and mass merchandisers other than Wal-Mart. Hence, market and brand share figures reflect the position of the marketers/brands in those channels. However, in arriving at overall market size estimates all major retail channels are covered. For natural supplement sales estimates, SpinScan data was used.

The consumer demographics analysis was developed using data from the Simmons Market Research Bureau (New York, NY) spring 2008 consumer survey. Information on new product introductions was derived from Productscan Online, a Datamonitor service.


  • Executive Summary
    • Scope
      • Methodology
      • Serious Sleep Disorders Affect 40 Million Americans
      • Total Sleep Industry Sales Conservatively at $20 Billion
      • Total OTC Sleep Aids Market Reaches $604 Million
      • OTC Sleep Aids Market to Reach $759 Million by 2013
      • Natural Sleep Sales Likely Slowed 2008
      • Natural Sleep Aid Supplement Sales to Grow at a CAGR of 10%
    • Factors to Growth
      • Prescription Sleeping Pill-Worth the Cost?
      • OTC Sleep Aids Fill an Important Niche
      • Alternative Products Market a Threat or a Companion?
    • Competitive Landscape
      • Chattem Emerges as a Player with Unisom
      • Small Companies to Watch
    • Trends: Challenges and Opportunities
      • Forces Are Converging on the Sleep Products Market
      • Average Weeknight Sleep is Six Hours and 40 Minutes
      • 30% of Americans Extremely Stressed
        • Table APA's Top Stress Symptoms, Female vs. Male, 2008 (percent)
      • A Nation of Aging Boomers
      • Women Have Special Sleep Challenges
      • Only 20% of Children Get Optimal Sleep
      • Environmental Cause: Urbanization Clouds Rest
      • Travel Impacted By Recession Fears
      • Trend toward Self-Care to Enhance Sleep Aids Market
      • Complementary and Alternative Medicine Growth
      • Increased Medical Costs
      • Is The Medical Community Fully Aware of Sleep Issues?
    • Product Trends and Innovations
      • 2008 Sleep-Related New Product Introductions
      • Alternative Delivery Systems
      • Aromatherapy Sleep Aids Often In Bath and Body Products
      • Color Therapy Sleep Enhancement: Pseudo-Science or Chakra-liscious?
      • Listen Up to Sound Therapy
      • Alternative Beverages for a Refreshing Sleep
      • Bringing the Doctor's Office In-home
      • Products That Readjust the Body Clock
      • Women-Focused Products Abound
      • Kid-Friendly Products
      • Products for Aging Population
      • Better Sleep During Travel
      • Sleep with the Environment in Mind
    • Marketing and Retail Dynamics
      • Marketing and Retail Trends Overview
      • Despite Economy There Is Opportunity for Marketers to Engage Loyal Consumers and Innovate
      • Major Marketers A Threat?
      • Best Avenues for Outreach in Challenging Economy
      • Company Ethics Important to Consumers
      • Word-of-Mouth: Added-Value for Marketers and Consumers
      • Sleep Products Retail Distribution Overwhelmingly Diverse
      • Think Non-Traditional: Specialty Outlets vs. General Market
  • Sleep Aids Market Introduction
    • Scope
      • Methodology
      • Sleep-a Primer
      • Serious Sleep Disorders Affect 40 Million Americans
      • Other Sleep Issues and Consumer Touchpoints Abound
      • Total Sleep Industry Sales Conservatively At $20 Billion
  • The OTC Sleep Aids Market In Depth
    • Total OTC Sleep Aid Market Reaches $604 Million
      • Table Total U.S. Over-the-Counter Sleep Sales and Year-over-Year Percentage Change, 2004-2008 (in millions of dollars)
    • Analgesic Sleep Aids
      • Total IRI-Tracked Sales Growth Slows in 2008
        • Table Total Over-the-Counter Analgesic Sleep Aid IRI-Tracked Dollar Sales and Year-over-Year Percentage Change, 2004-2008 (in millions of dollars)
        • Table Total Over-the-Counter Analgesic Sleep Aid IRI-Tracked Unit Sales and Year-over-Year Percentage Change, 2004-2008 (in thousands units)
        • Table Average Over-the-Counter Analgesic Sleep Aids, IRI-Tracked Price per Unit and Year-over-Year Percentage Change, 2004-2008 (in dollars)
        • Table Over-the-Counter Analgesic Sleep Aids, IRI-Tracked Sales in FDM by Brand, 2004-2008 (in millions of dollars)
    • Non-Analgesic Sleep Aids
      • Total IRI-Tracked Sales Rise Modestly in 2008
        • Table Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked Dollar Sales, by Category and Year-over-Year Percentage Change, 2004-2008 (in millions of dollars)
        • Table Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked Unit Sales, by Category and Year-over-Year Percentage Change, 2004-2008 (in thousands units)
        • Table Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked Prices per Unit, by Category and Year-over-Year Percentage Change, 2004-2008 (in dollars)
        • Table Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked Sales in FDM by Brand, 2004-2008 (in millions of dollars)
    • OTC Sleep Aids Forecast
      • OTC Sleep Aids Market to Reach $$759 Million by 2013
    • Factors To Growth
      • Prescription Sleeping Pills-Worth the Cost?
      • OTC Sleep Aids Fill an Important Niche
      • Alternative Products Market a Threat or a Companion?
    • The OTC Consumer
      • Note on Simmons Market Research Bureau Data
      • Sleep Issue Consumer Penetration-12% of U.S.
        • Table Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, 2004-2008 (percent)
        • Table Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by Remedy Used, 2004-2008 (percent)
        • Table Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by Severity, 2004-2008 (percent)
      • Demographic Characteristics of Insomnia/Sleep Disorder Sufferers
        • Table Demographic Characteristics of Insomnia/Sleep Disorder Sufferers, 2008 (index)
      • Demographic Characteristics of Insomnia/Sleep Disorder Sufferers Who Use Sleep Aids
        • Table Demographic Characteristics of Insomnia/Sleep Disorder Sufferers Who Used Prescription and Non-Prescription Remedies in Past 12 Months, 2008 (index)
      • Demographic Characteristics of Snoring/Sleep Apnea Sufferers
        • Table Demographic Characteristics of Snoring/Sleep Apnea Sufferers, 2008 (index)
      • Demographic Characteristics of Snoring/Sleep Apnea Sufferers Who Use Sleep Aids
        • Table Demographic Characteristics of Snoring/Sleep Apnea Sufferers Who Used Prescription and Non-Prescription Remedies in Past 12 Months, 2008 (index)
      • Demographic Characteristics of Nighttime Pain Sufferers
        • Table Demographic Characteristics of Adults Who Used Non-Prescription Pain Relievers/Sleep aids in Past 12 Months, 2008 (index)
      • Emerging and Fragmented Product Market Means Lack of Consumer Tracking Data
        • Table Non-Prescription Headache/Pain Relievers Used In Past Month, 2008
        • Table Prescription Sleep Aids Used In Last 12 Months, 2008
  • Natural Sleep Supplements Market Snapshot
    • Overview
      • Table Description of Selected Natural Remedies
      • Natural Sleep Sales Likely Slowed in 2008
        • Table Total Natural Stress and Sleep Aids Market and Year-over-Year Percentage Change, 2004-2008 (in millions of dollars and all channels)
        • Table Natural Channel Stress and Sleep Aids Market and Year-over-Year Percentage Change, 2004-2008 (in millions of dollars)
    • Natural Sleep and Stress Supplements Market Forecast
      • Natural Sleep Sales to Grow at a CAGR of 10%
    • Factors to Growth
      • Health Concerns Impact American Purchase Habits
        • Table American Consumer Level of Health-Consciousness, 2008 vs. 2004
      • A Good Night's Rest, the Next Big Trend
      • …Or Sleeplessness, The Next Big Health Crisis?
      • The Natural/Organic Connection
      • Sleep Supplements Face Competition from Functional Foods
      • 2008 Natural and Herbal Sleep Aid Introductions
        • Table Natural and Herbal Sleep Aid Supplement Introductions, 2008
    • The Natural Supplements Consumer
      • Note on Simmons Market Research Bureau Data
      • Baby Boomers Important Component of Supplement Market
      • Consumer Interest in Non-traditional Treatments
      • More Than One in Three Consumers Use CAM
      • Herbal Supplements Most Commonly Used Treatment
  • Competitive Overview
    • Competitive Landscape
      • Small Companies to Watch
    • Selected Corporate Profiles
      • Avon Products Inc.
        • Table Avon Products Inc.
      • Overview
      • Performance
      • Sleep Products Portfolio
    • Chattem, Inc.
      • Table Chattem, Inc.
      • Overview
      • Performance
      • Sleep Products Portfolio
    • Glaxo SmithKline
      • Table Glaxo SmithKline
      • Overview
      • Performance
      • Sleep Products Portfolio
    • Green Pharmaceuticals Inc.
      • Table Green Pharmaceuticals Inc.
      • Overview
      • Performance
      • Products
    • HoMedics, Inc.
      • Table HoMedics, Inc.
      • Overview
      • Performance
      • Sleep Product Portfolio
    • Johnson & Johnson
      • Table Johnson & Johnson
      • Overview
      • Performance
    • NBTY, Inc. (Nature's Bounty)
      • Table NBTY, Inc. (Nature's Bounty)
      • Overview
      • Performance
      • Sleep Product Portfolio
  • Trends: Challenges and Opportunities
    • Forces Are Converging on the Sleep Products Market
      • Dangers of Sleepless Nights: Short Term
      • Dangers of Sleepless Nights: Long Term
      • Increase in Stress-related Ailments Affects Sleep
      • Economy Raising Stress Levels across Generations
        • Table APA's Top Stressors by Generation, 2008 (percent)
        • Table APA's Top Stress Symptoms, Female vs. Male, 2008 (percent)
      • Time for Sleep Awareness
      • A Nation of Aging Boomers
      • Women Have Special Sleep Challenges
      • Only 20% of Children Get Optimal Sleep
        • Table Average Recommended Sleep Requirements
      • Environmental Cause: Urbanization Clouds Rest
      • Travel Products Impacted By Recessionary Slump in Travel
      • Trend toward Self-Care to Enhance Sleep Aids Market
        • Table American Consumer Level of Health-Consciousness, 2008 vs. 2004 (percent)
        • Table Top 10 Health Information Sites by Unique Visitors of Total U.S. Home/Work/University Locations, July 2008 vs. July 2007
        • Table Top 10 Health-Related Searches Conducted Using Major U.S. Internet Search Engines, Q1 2007 (in millions)
      • Consumer Interest in Complementary and Alternative Medicine
      • Emerging CAM Treatments Utilize Improved Technology
      • The Spa Spawns Cultural Imperative to Relax
      • Increased Medical Costs
      • Research Is Ongoing
      • Is The Medical Community Fully Aware of Sleep Issues?
      • Health Savings Accounts (HSAs) May Be a Boon
  • Product Trends and Innovations
    • 2008 Sleep-Related New Product Introductions
      • Table Selected New Product Introductions, 2008
      • Alternative Delivery Systems
      • Maximum Benefits: Functional, Sensory, and Emotional
    • Alternative Therapy Products
      • Aromatherapy Has Long History in Sleep
      • Color Therapy: Pseudo-Science or Chakra-liscious?
      • Listen Up to Sound Therapy
      • The Light…It Burns!
      • Next Up, Holograms?
    • Food and Beverage Sleep Aids
      • Alternative Beverages for a Refreshing Sleep
      • Opportunities in Food
    • Medical and Hi-tech Crossover
      • Bringing the Doctor's Office In-home
      • Products That Readjust the Body Clock
    • Consumer-centric Product Innovations
      • Women-Focused Products Abound
      • Beauty and Spa Crossover
      • Kid-Friendly Products
      • Products for Aging Population
    • Travel Products Made for Sleep
      • Better Sleep During Travel
    • Green/Natural/Organic Influenced Market
      • Conscientious Consumerism Driving Force
      • Supplement Marketers Make Most of Green/Natural/Organic Trends
  • Marketing and Retail Dynamics
    • Marketing and Retail Trends Overview
      • Despite Economy There Is Opportunity for Marketers to Engage Loyal Consumers and Innovate
      • Major Marketers and Retailers A Threat?
      • Competition Is Complimentary
      • DMA Reports Uptick in Direct Expenditure Despite Economy
      • Internet Technology Changing Outreach
      • Evolving Media Consumption Opens Up Opportunities
      • Company Ethics Important to Consumers
      • Importance of Added Values
      • Word-of-Mouth: Added-Value for Marketers and Consumers
      • HoMedics and Sharper Image Deal Harbinger to Increased Licensing?
      • Sleep Innovation Should Open Eyes to Licensing
    • Retail Issues
      • Sleep Product Retail Distribution Overwhelmingly Diverse
      • Think Non-Traditional: Specialty Outlets vs. General Market
  • Looking Ahead
    • Converging Trends Mean Opportunities in Sleep & Stress Relief
      • Short-Term Success Tied to Economic Trends
      • Sleep Aid Customization
      • Sleep Aids with Multiple and Higher Value Benefits
  • Addresses of Selected Marketers

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