Sleepless consumers, lessons for brands

The sleep-aid market is growing, but what do consumers really need?

It is estimated that 17million people in the UK suffer from sleeplessness, and the sleep aids market will reach $91billion in 2023, from $67billion in 2018 globally. The need to explore consumer behaviour when it comes to sleep aids is paramount for brands that operate within this growing market.

At buzzback we’ve interviewed 625 consumers in the UK and the US to understand how brands can help people tackle sleeplessness and what consumers expect from them. Most respondents blame anxiety and stress to be the main cause of lack of sleep; “I have anxiety and I can’t turn my brain off”. We can safely say that the past year certainly didn’t make things easier, with 40% of people saying that their sleeping habits got worse since Covid.

Half of UK sufferers turn to prescription only, OTC, or supplements for help. The most popular OTCs are Night Nurse, Benadryl and Boots Sleepeaze. Diazepam, Zopiclone and Zaleplon are the most used amongst prescription; while for supplements herbal teas and Kalms are the most popular. Although the use of sleep aids is widespread, with 8 in 10 people taking prescription, OTC and/or supplements at least once a week, satisfaction is low. Only 31% in the UK are very satisfied with prescription, and 19% with OTC. So, what are the pain points that brands should address to improve?

Many people are unsatisfied because the aid they take isn’t effective, does not work every time, or does not work throughout the night. Only 20% of people feels refreshed and rested after taking sleep aids “Well they don't work very well. They help me fall asleep but not stay asleep” said one respondent. 40% also look for aids that won’t give them side effects, and for 55% of consumers the products also have to be affordable. From our research we discovered the ‘must-dos’ that brands cannot afford to miss in order to be a key player in the market:

• Affordable products
• Trusted brand
• Safe to use, even every day
• Can work with other medications
• Is not habit-forming
• Does not cause headaches or side effects
• Works quickly
• Available at most retailers, or pharmacies (Boots, Tesco’s, Asda are the top retailers for sleep aids)
• High quality product

To really grasp the hidden opportunities within the sleep aid market, brands also need to be able to communicate with consumers successfully. Our research found that in the UK the “human element” is most effective when it comes to reach people. 50%, in fact, learn about new sleep aids from their pharmacist, 40% from their friends and family, and 25% from their doctor. TV advertising on the other hand breaks through with only 20% of consumers.

Brands that want to give back sweet dreams to customers need to consider offering products that meet people’s real needs. Flexible dosing options, effects that lasts for 8 hours and recommended by health professionals are just some of the elements that brands should explore to deliver the perfect product.

You can find more data on sleeping habits and trends here: https://www.buzzback.com/covid-sleep-habits