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Sleep Aids - UK - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Pharmaceutical

No. of Pages : N/A

Despite a growing culture of sleep issues in the UK, a reluctance to reach for OTC sleep aids remains; growth of the category has been compounded by developments in the tech arena as well as a preference for making lifestyle adjustments over seeking remedies. Sleep is not the expendable commodity it is increasingly treated as, suggesting that an emphasis in campaigns on the long-term impact of sleep deprivation on mental and physical health is crucial to engaging consumers with the sector.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Market value of OTC sleep aids plateaus
Figure 1: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
Companies and brands
Nytol dominates sales of OTC sleep aids
Figure 2: Retail value sales of OTC sleep aids, by brand, year ending August 2017
The consumer
Number of hours slept points to sleep deprivation issues
Figure 3: Average amount of hours slept each day, August 2017
50% struggle to sleep
Figure 4: Sleep quality self-assessment, by gender, August 2017
‘Winding down’ pre-sleep activities seen as positive
Figure 5: Impacts of pre-sleep routines, August 2017
Sleep aid usage and interest is low
Figure 6: Usage and interest in sleep aids, August 2017
Low frequency of use amongst users
Figure 7: Frequency of sleep aid use, August 2017
Almost half ‘would try anything’
Figure 8: Behaviours around sleep, August 2017
Lack of opinion on sleep aids
Figure 9: Attitudes towards sleep, August 2017
What we think
ISSUES AND INSIGHTS
Challenging the view of sleep as an ‘expendable commodity’
The facts
The implications
Boosting usage of OTC sleep aids
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market value of OTC sleep aids plateaus
Decline in 25-34s presents challenges
Employment levels rise…
…as does stress
Declining birth rate means reduction in sleep-deprived parents
MARKET SIZE AND FORECAST
Market value of OTC sleep aids plateaus
Figure 10: UK retail value sales of OTC sleep aids, at current and constant prices, 2012-22
Slow growth to 2022
Figure 11: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
Forecast methodology
MARKET DRIVERS
Decline in 25-34s present challenges
Figure 12: Trends in the age structure of the UK population, 2012-22
Employment levels rise…
Figure 13: Employment and unemployment, by gender, 2011-21
…as does stress
Figure 14: Factors causing stress for women and men, October/November 2016
Financial confidence falls since Brexit vote
Figure 15: Changes in household finances, January 2015 - May 2017
Declining birth rate means reduction in sleep-deprived parents
Figure 16: Number of mothers and fathers with dependent children in the household, UK, 2006-15
Three in ten coffee drinkers cut down to aid sleep
Figure 17: Frequency of drinking coffee, by type, June 2017
Monitoring sleep through wearable tech
Figure 18: Interest in wearable technology with health and wellness monitoring (eg heart rate throughout the day, sleep monitoring), by age group, September 2016
Prescription sleeping pills takes bite out of OTC sleep aids market
Sleep in the media
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Nytol dominates OTC sleep aids in terms of value…
…thanks to high levels of NPD and advertising expenditure
OTC sleep aid launches limited in small category
Innovations in digital sleep tracking
Recorded adspend in decline
MARKET SHARE
Nytol dominates sales of OTC sleep aids
Figure 19: Retail value sales of OTC sleep aids, by brand, years ending August 2016 and 2017
Figure 20: Nytol product range, October 2017
Figure 21: Kalms product range, October 2017
LAUNCH ACTIVITY AND INNOVATION
OTC sleep aids
Product launches limited in small category…
Figure 22: Product launches in the UK OTC sleep aids market, by launch type, January 2014 - September 2017
Figure 23: Examples of product launches with valerian in the OTC sleep aids market, 2016
…with few players
Figure 24: Product launches in the UK OTC sleep aids market, by company, 2016
Figure 25: Examples of product launches in the OTC sleep aids market with less medicinal positioning, 2016
Figure 26: Product launches in the UK OTC sleep aids market, branded vs own-label, January 2014 – September 2017
Figure 27: Own-label product launches in the OTC sleep aids market, January – September 2017
Non-OTC sleep aids
Sleep-positioned BPC products gain momentum
Figure 28: New product launches in the BPC sector with pro-sleep claims, 2017
Lush’s Sleepy body lotion goes viral
Figure 29: Lush Sleepy body lotion, 2016
Figure 30: Puressentiel Rest & Relax Air Spray, October 2017
Digital sleep trackers
Figure 31: Sleepio app, October 2017
Figure 32: S+ by ResMed, October 2017
Eight launches smart mattress
Figure 33: Eight smart mattress and Eight Sleep Tracker, 2017
ADVERTISING AND MARKETING ACTIVITY
Recorded adspend declines
Figure 34: Total above-the line, online display and direct mail advertising expenditure on sleep aid products*, January 2014 - September 2017
Omega Pharma and G.R. Lanes Health Products dominate spend
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on sleep aid products*, by leading companies and other, January 2014 - September 2017
Figure 36: Nytol TV advert, May 2017
Figure 37: Nytol tube advert, October 2017
Figure 38: Calm.com advert, October 2017
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Number of hours slept points to sleep deprivation issues
‘Winding down’ pre-sleep activities seen as positive
Building awareness of the impact of activities on sleep
Aromatherapy products hold most appeal
Low frequency of use amongst users
Almost half ‘would try anything’
Lack of opinion on sleep aids
SLEEP HOURS
Number of hours slept points to sleep deprivation issues
Figure 39: Average amount of hours slept each day, August 2017
Half of 45-54s not getting enough shut-eye
Figure 40: Average amount of hours slept each day, by age, August 2017
50% struggle to sleep
Figure 41: Sleep quality self-assessment, by gender, August 2017
IMPACTS OF PRE-SLEEP ROUTINES
‘Winding down’ pre-sleep activities seen as positive
Figure 42: Impacts of pre-sleep routines, August 2017
Mindfulness as a pre-sleep routine
Building awareness of the impact of activities on sleep
SLEEP AID USAGE AND INTEREST
Sleep aid usage and interest is low
Figure 43: Usage and interest in sleep aids, August 2017
Aromatherapy products hold most appeal
Under-35s most likely to reach for sleep aids
Low frequency of use amongst users
Figure 44: Frequency of sleep aid use, August 2017
BEHAVIOURS AROUND SLEEP
Almost half ‘would try anything’
Figure 45: Behaviours around sleep, August 2017
Sleep deprivation: a burgeoning problem
ATTITUDES TOWARDS SLEEP AND SLEEP AIDS
Attitudes to sleep mismatch with actual behaviour
Figure 46: Attitudes towards sleep, August 2017
Challenging common misconceptions
Lack of opinion on sleep aids
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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