No rest for sleep solutions
It’s no longer enough for sleep aids to just help consumers fall asleep. The category is seeing growing numbers of consumers stumbling into the sleep aid aisle in search of something that will knock them out without feeling like they’ve been hit in the head by a prizefighter the next morning. And as with other categories, a growing number want a natural solution to their sleepless nights.
Roughly two-thirds (67%) of Americans said they have trouble falling asleep at least once a month, and nearly half (47%) reported that they experience this trouble at least once a week, according to Procter & Gamble’s latest ZzzQuil consumer survey. Additionally, 4-in-5 consumers who tried a sleep aid reported that it helped them fall asleep more easily and stay asleep.
According to several suppliers in the category, sleep-deprived consumers want something that works quickly, keeps them sleeping through the night and leaves them refreshed and ready to take on the new day.
“When it comes to people falling asleep, they want to do it fast,” said Jim Creagan, president of Cornwall, N.Y-based Randob Labs, which markets Dormin. “Delivering on that promise is a key factor in the sleep aid category. With Dormin’s marketing, we stress how our capsules are fast-dissolving so they work quickly.”
Almost half (46%) of consumers who turned to aromatherapy were successful getting some shut-eye, and 45% of those who tried drinking hot tea reported that helped them fall asleep more easily and stay asleep. These consumers seem to be part of a growing group who prefer sleep aids that help them get som rest naturally.
“[Shoppers don’t] want to rely on chemicals that will leave them groggy the next morning,” said Richard King, director of consumer health care at East Brunswick, N.J.-based Strides Pharma, which markets melatonin product Nite Thru.
“Our product releases melatonin 3 mg when taken, which helps someone get to sleep, and then another 7 mg, which is released over the course of the night to ensure they stay asleep, waking up well rested and refreshed.”
As suppliers work to make their products meet consumer demands, they’re also focusing on retail strategies to increase category sales. Suppliers said retailers can help optimize sleep sales by capitalizing on seasonal merchandising opportunities. “Like beer and chips get front and center during Super Bowl season, sleep aids can be promoted at key times seasonally, as well,” Randob Labs’ Creagan said, noting that Daylight Savings Time — which throws off sleep patterns — presents a prime opportunity for retailers.
An evergreen approach that sleep aids makers are taking is targeting millennial shoppers short on sleep. Randob Labs has been using this tactic to successfully build a strong sales base for Dormin.
“The millennial audience isn’t typically targeted by sleep aids, so we’re looking to break the mold,” Creagan said. Randob Labs has worked with its marketing agency RLA collective to grow its social media and digital presence, including creating a character named Norman to appeal to younger shoppers.
Creagan said that the campaign has managed to keep Dormin, which has been on the market since the 1950s and is in the midst of a mass-market launch, fresh.
“Randob Labs is growing as we embrace the newest ways to cost effectively and creatively reach our potential niche consumers to drive them to our partner retailers,” he said. “We believe we are strategically taking advantage of marketing avenues that make our brands more relevant and we are seeing the sales results.”
Vitalah launches four new Oxylent capsule formulas
Vitalah on Thursday announced that four new Oxylent capsule formulas would make their respective debuts at the 2018 Natural Products Expo West Trade Show March 9th – 11th at the Convention Center located in Anaheim, California.
“We are excited to continue the expansion of our award-winning effervescent line with our new capsule formulas at the big event. We wanted to ensure we offer our valued customers alternative delivery forms and formulas with unique packaging that represents organic superfoods, natural ingredients and a wholesome lifestyle,” Lisa Lent, Oxylent CEO, said.
Multivitamin & Mineral + Superfood Formula for Men
Oxylent Men’s offers a complete multivitamin and mineral profile with Synergized Superfoods. Also included in the formula are supplementary ingredients including Maca Root Powder and Tribulus Extract to support energy levels, physical performance and overall wellness in men.
Multivitamin & Mineral + Superfood Formula for Women
Oxylent Women’s offers a complete multivitamin and mineral profile with Synergized Superfoods. Also included in the formula are supplementary ingredients including Marine Collagen and Resveratrol to offer additional antioxidant support, assist in healthy aging, and support energy levels and overall wellness in women.
Memory Formula + Cognizin
Oxylent Memory is an all-natural cognitive supplement designed to support brain health, mental clarity and alertness. Offering the clinically studied nutrient, Cognizin Citicoline, as well as other ingredients including Phosphatidyl Choline, Huperzine A, Yerba Maté, Ginseng Root, Gingko Biloba and Green Tea Leaf. Oxylent Memory can support natural energy and cognitive function to support alertness.
Restorative Formula + Antioxidants
Oxylent Restore is a complete blend of natural herbs and antioxidants to support healthy restoration. It has been designed to assist healthy inflammation and recovery by utilizing herbal nutrients including Turmeric and Curcumin to support inflammatory response, while unique antioxidant ingredients such as Superoxide Dismutase and AuroraBlue Wild Alaskan Blueberries combine to defend against free radicals.
Tennis superstar Chris Evert joins team Osteo Bi-Flex
The Nature’s Bounty Co. on Thursday announced its partnership with seven-time No. 1 professional tennis player Chris Evert and its joint care brand Osteo Bi-Flex. Together with Osteo Bi-Flex, Evert will help reinforce the brand’s commitment to leading the call for movement.
“With 157 singles titles and 18 grand slams under her belt, Chris Evert knows quite a few things about dedication, perseverance and what it takes to stay at the top of her game,” Chris O’Connor, vice president brand marketing for Osteo Bi-Flex, said. “Osteo Bi-Flex is dedicated to producing products that help people stay as active physically as they are mentally, and Chris truly embodies this, making her the ideal brand advocate.”
This recent brand partnership is the next stage in Osteo Bi-Flex’s commitment to leading the call for movement; supporting and encouraging millions of Americans to continue doing the activities they enjoy most in life. After years of playing professional tennis, Evert aims to keep as active as she can in her current role of educating aspiring tennis players. However, over time the game can place repeated stress on the body, including the joints, causing many players to be concerned about their joint health. Evert has spent her entire tennis career doing what she loves and aims to continue doing so.
“Ever since I was young I knew that I wanted to devote my life to tennis. Having started in the sport with my father, my love of the game is in my blood and it’s something that I truly enjoy doing on a daily basis,” Evert, said. “Even though I am getting older, I never want to stop playing the game that I love, and I have no plans of slowing down. I’m excited to partner with Osteo Bi-Flex because they understand that we were made to move and support joint comfort so you can continue living your life to the fullest and doing what you love.”