The important thing, says Scharf, is that people who need sleep aids can take them.

FORBES: Sleep On Demand

But that just scratches the surface of the potential market for sleep aids, says Matthew Geller, a biotech analyst at CIBC World Markets.

FORBES: Sleep On Demand

By some estimates, 70 million Americans have some sort of sleep disorder, and right now many take only the occasional over-the-counter sleep aids.

FORBES: Sleep On Demand

Starting with the creation of beer over 7, 000 years ago, human sleep aids have all worked the same way: by stimulating brain receptors that turn off brain cells.

FORBES: Can A Safer Ambien Make Billions? Merck Aims To Find Out

Rozerem, generically known as ramelteon, works completely differently from other sleeping pills, and may not need any of the restrictions from the Drug Enforcement Agency that affect other sleep aids.

FORBES: Magazine Article

Use sleep aids like Melatonin, SAMe, or LTryptophan.

FORBES: How Doing Nothing Makes You Money.

The last big shift in the sleeping-pill market came 12 years ago, when Ambien hit pharmacy shelves in the U.S. The drug is viewed as having fewer side effects than older sleep aids such as Halcion, which left patients feeling groggy in the morning.

FORBES: Magazine Article