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
- igure 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 91: 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 92: Use of Rx and OTC medications to treat sleep disorders, by
age, February 2007-March 2008
- Use of Rx drugs for sleep disorders
- Figure 93: Use of Rx and OTC meds to treat sleep disorders, by gender,
February 2007-March 2008
- Severity of sleep disorder
- Figure 94: Severity of sleep disorders, by gender, February 2007-March
2008
- Results by educational attainment
- Figure 95: Severity of sleep disorders, by level of education, February
2007-March 2008
- Diagnosis of sleep disorder by marital status
- Figure 96: Diagnosis of sleep disorder in the last 12 months, by marital
status, February 2007-March 2008
- Severity of sleep disorder by household income
- Figure 97: 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 98: Frequency of tiredness in the daytime, by gender, September
2008
- Not enough time for a full night' s sleep
- Figure 99: Frequency of not having time to get enough sleep, by gender,
September 2008
- Results by household income
- Figure 100: High incidence of sleep difficulties, by household income,
September 2008
- Results by presence of children in the household
- Figure 101: High incidence of sleep difficulties, by presence of
children in the household, September 2008
- Sleep specifics
- Figure 102: Specifics surrounding sleeping trouble, by gender, September
2008
- Results by age
- Figure 103: Awareness and practice of sleep hygiene techniques, by age,
September 2008
- Figure 104: 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
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