Sales of traditional sleep aids, primarily tablets and liquids, are on the decline in the US, and this trend is set to continue in the forecast period. Active ingredients such as diphenhydramine and doxylamine have faced criticism due to their risk of dependency, and potential links to dementia and heart disease in older users.
Although sleep aids is projected to continue its downwards trend in the US in retail current value terms in the forecast period, there are positive developments in the e-commerce and digital segments of the sleep aids category. Direct-to-consumer (DTC) brands are increasingly investing in sleep-related supplements and adjacent products with assistance from influencer marketing online.
Irregularities in daily routines and heightened stress during the pandemic disrupted the sleep patterns not only of adults, but also children, and this has endured. A 2024 survey by Sleep Doctor found that 79% of parents have used some form of substance to help their child sleep.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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