Retail volume and value sales of sleep aids continued to grow by double-digits in 2025, following the surge in sleep issues experienced after the pandemic. The high level of stress and anxiety being experienced by the overall Brazilian population, exacerbated by rising financial concerns and inflationary pressures, contributed to category growth. According to Brazil’s Instituto do Sono (Sleep institute), around 65% of Brazilians have difficulty sleeping, while 15% are formally diagnosed with chr

In 2025, sleep aids is seeing value sales rising as increasingly hectic lifestyles prompt consumers to treat poor sleep. The average Filipino works around 41 hours per week yet only manages around six hours of sleep nightly. This imbalance, highlighted by the Philippine Statistics Authority, has led to widespread sleep deprivation - especially among women, who tend experience more fragmented and lower-quality sleep than men.

New Zealand is seeing value sales rise for sleep aids in 2025, reflecting growing concern over sleep health across age groups. The lingering effects of the Covid-19 pandemic continue to shape wellbeing behaviours, particularly among 18- to 30-year-olds, who increasingly seek support for anxiety, disrupted routines and poor sleep quality. Economic pressures, including rising inflation, interest rates and employment instability, have heightened stress levels, and long work hours and financial stra

Rising stress levels linked to demanding lifestyles and persistent financial pressures are stimulating some demand for sleep aids in Nigeria. Rapid urbanisation, long working hours and limited work-life balance in major cities have contributed to growing sleep-related issues among working-age adults. Exposure to screens late at night, particularly through smartphones and other digital devices, has also disrupted sleep patterns and increased cases of insomnia and restlessness.

Value sales of sleep aids in Singapore are increasing in 2025, supported by local consumers’ demanding and fast-paced lifestyles. High stress levels and long working hours are contributing to rising demand for over-the-counter sleep aids - particularly those containing melatonin. Consumers increasingly turn to sleep aids to regulate sleep cycles disrupted by stress, extended work hours and digital fatigue.

Sleep aids in Spain is projected to see further strong retail volume sales growth over 2025, in line with the 2024 performance. Meanwhile, in retail current value sales terms, growth is projected to be fast, but slower than the double-digit increase recorded in 2024, as inflationary pressure on prices stabilises. The strong increase in the demand for sleep aids among consumers in Spain is due to the ongoing rising incidence of sleep issues and disorders. Such issues and disorders emerged or came

Current value sales of sleep aids rose in 2025, with several factors contributing to this increase. Heightened stress and anxiety, resulting from post-pandemic lifestyle changes and ongoing economic uncertainty, played a significant role. Irish consumers have become more attentive to their sleep health, now recognising it as an essential aspect of overall wellbeing, comparable to a healthy diet and regular exercise. Additionally, the wider availability of OTC sleep aids, particularly those that

In 2025, the sleep aids category in Italy maintained solid growth, driven not only by favourable price dynamics but also the rising incidence of sleep disorders and stress among the population. These factors have helped to distribute sales more evenly throughout the year rather than being concentrated in periods traditionally associated with greater stress or seasonal changes. Further reinforcing this trend, there has been a growing focus on natural, non-habit-forming sleep aids, in line with br

Sleep aids in South Africa is expected to continue to see development and growth at the end of the review period, with a projected moderate rise in retail volume sales and a strong increase in retail current value sales over 2025. While projected growth rates are slower than in 2024, the category remains on an upward curve.

Sleep aids has seen strong growth in current value terms in 2025 reflecting rising concerns around mental health and wellbeing in France. Many French consumers report moderate to extreme concerns about sleep problems, with studies indicating that these issues have a significant adverse impact on their health. Furthermore, mental health issues, including anxiety and depression, exacerbate these sleep concerns. The majority of the population experiences problems sleeping at some point in their liv

Retail value sales of sleep aids are set to rise in current terms in Indonesia in 2025 as more Indonesian consumers place an emphasis on improving their sleep hygiene and managing stress-induced insomnia. Urban lifestyles filled with long commutes, high screen time, and job-related anxiety have contributed to sleep disruptions, especially amongst working professionals and students in major cities such as Jakarta, Bandung, and Surabaya.

2025 is seeing value sales of sleep aid products in Hong Kong post significant growth, driven largely by the increasing stress levels faced by consumers in the city. The high cost of living and economic uncertainty have created an environment where mental health and wellbeing are under constant strain, leading to a rise in sleep-related issues among the population. As individuals grapple with the pressures of everyday life, many find themselves struggling to fall asleep, further exacerbating the

Demand for sleep aids in Saudi Arabia continues to rise in 2025, boosting growth in value sales and fuelled by increasingly busy and stressful lifestyles, with late-night work, social commitments and prolonged digital device use contributing to widespread sleep disturbances. Added pressures such as financial strain and family challenges further heighten the incidence of insomnia and related disorders. The ageing population is also contributing to demand, as age-related sleep issues become more c

Value sales of sleep aids recorded a double-digit increase in Greece in 2025, making the category one of the top performers in consumer health. Despite growing penetration during the review period, sleep aids continued to post strong sales increases, above the consumer health average. Growth has been strongly supported by heavy advertising from leading brand ZzzQuil, which is not only boosting its own performance but also raising consumer awareness and lifting the category overall. Although comp

Sleep aids is expected to register both healthy current value and volume growth in 2025. Across all demographics, there is rising demand for sleep aids, as factors such as stress drive growth. Clear messaging also supports value sales and brands advertise widely and are constantly looking to differentiate in terms of format delivery, as well as in terms of focusing on more natural ingredients. However, melatonin-based offerings continue to be the most popular, though the medical profession is lo

Sleep aids has continued to see positive growth in current value terms in 2025. Danish consumers are living increasingly busy and stressful lifestyles, while they are also spending an increasing amount of time in front of digital screens for work and leisure. As a result, the number of consumers struggling with sleep issues is also increasing, which in turn is driving demand for a range of solutions, including the use of standard and herbal/traditional sleep aids.

In 2025, sleep aids in Slovakia is continuing to expand in retail value, though volume growth remains marginal. The rise in value is driven by higher prices, innovation in formulations and the launch of more fast-acting alternatives. Consumers are also showing growing interest in natural and non-habit-forming options, alongside heightened awareness of sleep health. The category is diversifying in terms of formats, with sprays, teas and gummies gaining traction and appealing to a wider range of p

In Sweden, sleep aids is seeing continued positive retail value growth in 2025. Demand is supported by increasingly busy and stressful lifestyles, as well as extended screen time, both of which are contributing to a rising number of Swedish consumers experiencing sleep difficulties.

Value sales of sleep aids increased slightly in Taiwan in 2025. While sleep issues have traditionally been more common among older adults, increasing stress and the fast-paced nature of modern life have led to a rise in sleep difficulties among middle-aged individuals, with the trend now extending to younger age groups.

Retail sale of sleep aids will continue to rise in current value terms in 2025, following a surge during the early years of the pandemic when consumers were exposed to unprecedented levels of stress. Ongoing economic and political uncertainty continues to fuel a steady demand for these products, despite many consumers turning to prescription sleep aids

Sleep aids has established itself as one of the most dynamic categories in consumer health in Peru, with this being driven by a sustained increase in awareness about the importance of good sleep to overall good health and wellbeing. The accelerated pace of urban life, economic and work stress, and overexposure to digital screens has all contributed to a decline in the quality of sleep. A good night's sleep is no longer perceived as a luxury, but as an essential condition for physical and mental

Sleep aids continues to perform well in 2025 due to a rise in sleep disorders linked to the Israel-Hamas war. Concerns surrounding the ongoing war was a major reason for an increase in volume sales as widely reported by pharmacies selling OTC sleep aids. In addition, there are a rising number of elderly consumers suffering from sleep related disorders, brought about by Israel’s ageing population. Elderly people typically suffer from an inability to sleep or have very disordered sleep patterns at

Value sales of sleep aids increased in Hungary in 2025, supported by growing consumer interest in managing sleep disturbances without immediately turning to prescription medication. Sleep problems are becoming increasingly common in Hungary, often resulting from stressful lifestyles, irregular eating habits, or side effects from other medications. In response, many consumers initially opt for natural OTC sleep aids, drawn by their perceived safety and lack of side effects. This preference benef

Sales of sleep aids in Poland continue on an upward trajectory, recording double-digit growth in current value terms in 2025. This dynamic growth has been supported by increasing consumer awareness and wider access to non-prescription OTC sleep aids and a growing awareness of the role sleeps in overall health outcomes, including both physical and mental. Melatonin remains the most important active substance in standard sleep aids. In line with this, brands like Olimp are expanding their melatoni