Dalay (Genomma Lab Internacional) remained the leading brand in the Mexico calming products market in 2012, thanks to the good recognition that the brand has achieved amongst the Mexican population since it was launched. Its value share in 2012 was 53%, and even though it saw the main contraction in the category (a decline of 7%), it is expected to recover this value, and continue growing during the forecast period.
It is estimated that about 40% of the population suffers from periods of insomnia, and one of the main factors is their long working days and their lifestyles. Mexicans are used to taking herbal remedies to fall asleep, such as drinking calming infusions, or in some cases taking calming products, but preferring those which claim to contain natural ingredients. In 2012 calming and sleeping saw a decline of 4% in current value terms, due to the contraction of the leader Dalay (Genomma Lab), which compared with previous years decreased it television advertising activity for this brand.
Calming and sleeping is expected to see a CAGR of 2% in constant value terms over the forecast period. High levels of stress in large and mid-sized urban areas will boost the need for calming and sleeping products: long working hours, traffic congestion and noise in the cities, which generate stress, anxiety and sleep difficulties, will ensure growing demand for these products.
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