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Sleep Aids in the United States 2006
Mintel, Nov 2006
Encompassing both the prescription and over-the-counter (OTC) sleep aids segments, this report analyzes data from Mintel’s exclusive consumer research, the Spring 2006 Simmons NCS and sales data from IRI. In addition to defining the demographic groups most likely to use sleep aids, Mintel’s research reveals reasons for not using sleep aids, which can help suppliers and marketers address consumer concerns about sleep aids.
The sleep aids market is in a period of strong expansion, particularly in the prescription segment, though new brand introductions and loss of patent protection for Ambien in 2006 will begin to change the major players within the segment. Examined within the report are brand and manufacturer sales for both the prescription and OTC market segments, and the marketing methods used by category leaders.
The most significant impediment to expanding the sleep aids market is the fear of addiction and side effects. Mintel’s exclusive research explores the degree of concern regarding side effects of OTC and prescription sleep aids, and concerns for addiction regarding these products among demographic groups. Approximately 150 million Americans experience at least occasional difficulty falling asleep or staying asleep. Therefore, there is significant room for expansion if new products can be developed to entice those who fear addiction/side-effects. New marketing strategies could also lure those who have previously tried sleep aids, but who had negative side effects.
This report covers any OTC or prescription remedy marketed specifically for sleep such as Nytol, Sominex, or Ambien. Excluded are products not specifically for sleep assistance such as cold medicines. Also excluded are accessories designed to assist with sleep such as Breathe Right nasal strips, Breathe Right throat spray, black-out masks, ear plugs, or electronic sound machines. Herbal or hormonal products such as melatonin or valerian root are also excluded.
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