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Australia calming products market: Key Pharmaceuticals the leading player during 2012
Calming and Sleeping in Australia - a new market research report on 2014-03-05 21:04:03
Key Pharmaceuticals Pty Ltd led sales within the Australia calming products market and sleeping products industry in 2012. The performance of the company´s Dozile brand saw Key Pharmaceuticals Pty Ltd lead calming and sleeping with a 36% value share. This is a strong performance considering the Dozile brand is largely designated to Schedule 3 and subsequently only available "behind-the-counter".

Calming and sleeping registered A$14 million in value sales in 2012, following growth of 5%. This growth was driven by largely by demographic changes. Insomnia is predominately an issue for those consumers aged between 50 and 65, much of which is the result of women reaching menopause. With the number of Australians aged 50-65 increasing each year, this is fuelling the growth of calming and sleeping products.

As the number of Australians between the ages of 50 and 65 – the peak age segment for insomnia – increases from 4.1 million to 4.4 million over the forecast period, so will demand for calming and sleeping products. Much of this growth will come from herbal/traditional calming and sleeping products, as their widespread availability introduces the option to take a tablet for sleeping problems to a wider proportion of the population, including those with minor sleeping problems which are not severe enough to justify visiting a doctor.

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