Have you done CBT-I? (Cognitive/Behavioral Treatment for Insomnia)
It's getting rave reviews in the scientific literature, consistently winning in comparisons against sleeping pills and simplistic, old-fashioned "sleep hygeine" techniques.
You can learn it from a psychologist, a sleep doctor, a book, or this link: http://www.psycholog...insomnia-part-1
Warning: CBT-I works great but you have to have discipline, or some effective substitute for discipline.
That's really the only major innovation I can think of. They might have introduced another sleeping pill or two in the past year, but I probably would have heard about it if it'd been anything truly groundbreaking instead of a remix of something we already have. The nonbenzos (ambien, lunesta, sonata..) are like the benzos. Rozerem and its siblings are like time-released melatonin. Seroquel is basically "Haldol + Trazodone + Benadryl." (Good lord, don't take seroquel for insomnia. Even if you find a Dr willing to prescribe it.)
In terms of OTC supplements... I don't think there's anything new there either. Especially with the new law about supplements. There's theanine, phenibut, valerian, chamomile, hops, melatonin, 5-HTP, Unisom, alcohol, kava kava, Tylenol PM... but that stuff has been around for a while. There's probably some new brand names or combinations of the above ingredients, but I wouldn't expect drastic results from anything other than phenibut, which is badly addictive when used chronically.
So from a neuroscientific standpoint, the only new thing they have is CBT-I. For those interested in the brain details, CBT-I works via classical conditioning, and correction of inappropriately timed activity of the suprachiasmatic nucleus, locus ceruleus, and adenosine system. So it will keep working as long as you keep using the techniques.
The Rx drugs and supplements mostly rely on GABA enhancement or histamine blocking, both of which stop working when you develop a tolerance to the drug/herb. The exceptions are Rozerem which is a longer-lasting melatonin substitute and trazodone which is a sedating antidepressant used at low-doses for stress-related insomnia.