Sleep Aids in Norway - New Market Study Published

While a range of factors are seen as increasing the prevalence of insomnia in Norway, one of the most significant in recent years has been the rising ubiquity of smartphones. Most Norwegians admit to taking their smartphones to bed with them and spending some time on these devices before attempting to go to sleep. This process can inhibit the mind from relaxing and thus contributes significantly to insomnia. According to Medie Norge, 84% of Norwegians owned a smartphone at the end of the first quarter of 2015, an increase of 38 percentage points on the first quarter of 2011. With many consumers unable to resist using their smartphones before attempting to sleep, a number are resorting to sleep aids to solve their insomnia.

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Competitive Landscape

Cederroth was the only company to register any significant sales in sleep aids in Norway in 2015. The Swedish company commanded an 80% share of value sales thanks to its two brands Valerina Forte and Valerina Natt. Sales of both of these brands have increased significantly since 2011 when valerian root, which both brands contain, was recognised by the Norwegian Medicines Agency. With no other serious players in the category, Cederroth has been free to capitalise on this significant development and more than double its sales of Valerina.

Industry Prospects

A number of factors are likely to affect the performance of sleep aids in Norway over the forecast period, with the incidence of diabetes and obesity in particular set to continue to grow. The most significant factor will be consumers’ lifestyles, particularly in urban areas where more demands are being placed on Norwegians in terms of working hours and other commitments. The move by the Norwegian Medicines Agency to recognise valerian root in 2011 should lead to these kinds of products becoming more ubiquitous over the forecast period, and, with increasing exposure, will be seen by more people as a solution to their sleeping problems.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sleep Aids industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Norway market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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