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Calming and Sleeping in the US

US calming products market: $470 million industry in 2012

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2014-02-24 09:38:02 - Calming and Sleeping in the US - a new market research report on

Pfizers Advil PM led the US calming products market with 20% value share, largely due to unreliable supplies of Tylenol PM. Private label however, claimed the top position in overall share, capturing 30% share of sales. Pharmacists and retailer marketing campaigns promoted private label alternatives for a variety of recalled products, which helped private labels share jump 13 percentage points between 2009, prior to the first McNeil recalls, and 2012.

Insomnia and other sleep disturbances are a very common health problem among US adults. Fast paced and stressful schedules cause anxiety that can keep people from falling and staying asleep. In addition, these same lifestyles supported huge growth in high caffeine energy drinks, shots, and other products, which further complicate night-time



sleeping patterns. Thus, many consumers have started relying on an alternating cycle of energy and sleep products to help them function on a daily basis.

Although a fairly mature category, calming and sleeping has strong growth potential. Sleeping disturbances are increasingly widespread and consumers are not expected to abandon their high stress lifestyles anytime soon. Indeed, astronomical growth in energy boosters foreshadows compensatory sales of calming and sleeping. Returning recalled products will face intense competition from both private label and their branded counterparts, but will still recoup some share from loyal users. Finally, innovation in formulas and delivery mechanisms will continue to draw consumers to the category.

Key Headlines

- Current value sales of calming and sleeping grow by 6% to reach US$468 million in 2012
- The launch of Procter & Gambles ZzzQuil and strong consumer demand compensate for the negative impact of recalls
- Accounting for 20% value share in 2012, Pfizer retains its leading position it captured in the wake of the McNeil recalls
- New product launches, the return of recalled brands, and lifestyle factors drive a 3% constant value CAGR over the forecast period

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Mike King
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