PROSPECTS AND OPPORTUNITIES
Sleep aids anticipated to face further economic headwinds and rising competition from aligned wellness categories as consumers seek all-in-one stress solutions
Value sales of sleep aids are expected to rise moderately over the forecast period overall. While sleep health issues are highly likely to persist, sales within the sleep aids category are anticipated to be impacted by the wider economic climate, with manufacturers and retailers needing to compete for every dollar.
Reclassification of melatonin as OTC opens new growth pathways for sleep aids
Since melatonin became available over the counter in New Zealand in mid-2025, access to sleep support has widened significantly. Medsafe reclassified melatonin to allow approved formulations to be sold in pharmacies without a prescription as of 18 June 2025.
Local traditional remedies repositioned as novel ingredients hold potential to reshape sleep aids
Over the forecast period, the sleep aids category is expected to continue evolving as local consumers increasingly seek natural, multifunctional solutions that support both sleep and stress relief. Magnesium is likely to become a key ingredient, widely recognised for calming the nervous system, regulating cortisol and aiding melatonin production.
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Overview:
Understand the latest market trends and future growth opportunities for the Sleep Aids industry in New Zealand 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.
If you're in the Sleep Aids industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sleep Aids in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sleep Aids in New Zealand?
- Which are the leading brands in Sleep Aids in New Zealand?
- How are products distributed in Sleep Aids in New Zealand?
- How has the regulatory and operating environment for Sleep Aids changed in New Zealand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Sleep Aids
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Sleep Aids in New Zealand - Category analysis
KEY DATA FINDINGS
Sleep aids sales rise in response to sleep trends and growing mental health concerns
Local player continues to dominate otherwise fragmented competitive landscape within sleep aids in 2025
Pharmacies remains primary distribution channel, with discount pharmacy chains offering value-driven pricing
Sleep aids anticipated to face further economic headwinds and rising competition from aligned wellness categories as consumers seek all-in-one stress solutions
Reclassification of melatonin as OTC opens new growth pathways for sleep aids
Local traditional remedies repositioned as novel ingredients hold potential to reshape sleep aids
Consumer Health in New Zealand - Industry Overview
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Sleep Aids
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sleep Aids research and analysis database.
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