Health and wellness has become one of the most influential consumer trends across multiple FMCGs since the start of the pandemic. Even as UK consumers revert to their pre-pandemic routines, sleep has remained a key focus area as they understand the importance of sleep when it comes to mental and physical health.
As with a number of OTC categories, sleep aids face competition over the forecast period from multipurpose, vitamins and dietary supplements. Consumers in the UK are likely to remain price-sensitive and more specific about the benefits they want from the products they purchase.
While some consumers with less serious sleep conditions are moving away from sleep aids in favour of alternative solutions, such as wearable tech and combining vitamins and dietary supplements, those with more serious sleep issues will remain resilient as they look for multiproduct solutions with higher dosages of active ingredients. As a result, e-commerce is set to remain a significant distribution channel for sleep aids, accounting for 27% value share in 2024.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
See All of Our DefinitionsThis report originates from Passport, our Sleep Aids research and analysis database.
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