Survey: Half of sufferers turn to sleep aids
As many as 39% of Americans feel restless when they sleep at least once or twice every week, and 27.5% feel restless at least three or four nights each week, according to a survey conducted in May by Field Agent on behalf of Drug Store News.
Most respondents turn to the Internet (41%) or family and friends (40%) to deal with their sleep problems. However, nearly the same amount (35%) do not seek advice from anyone.
And only half of consumers (50.5%) have used a sleep aid remedy in the past year. Of those, 84% opted for an OTC remedy. When shopping for an OTC sleep aid, nearly half (47%) will choose the lowest-cost option, and 41% will search for a natural remedy.
And yet, well-known brands continue to dominate the sleep aisle of the drug store. When asked which brand they had bought most recently, 48.2% had purchased a ZzzQuil product, and 44.7% placed Tylenol PM near their nightstand.
The survey of 200 respondents was conducted from May 26 to 28 by Field Agent, which provides business information and consumer insights by leveraging traditional methodologies and incorporating new, cutting-edge crowd-sourcing and mobile technologies to deliver real time information about purchasing behavior and attitudes. As many as 60% of the respondents were women, and 38% were between the ages of 31 years and 40 years.
To learn more about Field Agent, visit www.FieldAgent.net.
No more sleepless nights: Q&A with Dave Tomasi, Procter & Gamble
Dave Tomasi, Procter & Gamble
Sleeplessness impacts more than half of the U.S. population. Who are those patients, and what can they do about their unrest? Drug Store News recently tracked down Procter & Gamble’s Dave Tomasi, brand director of ZzzQuil, for answers.
DSN: What does the typical person who’s suffering from sleep deprivation look like?
Dave Tomasi: Occasional sleeplessness is a prominent problem. More than 50% of U.S. adults experience a sleep problem at least a few nights per week. However, U.S. household penetration of the OTC sleep category is only 20%. The issue affects both males and females between the ages of 25 years and 55 years. According to studies, women are more likely to suffer from occasional sleeplessness.
DSN: What is the frequency of a shopper of sleep aids? How often are they coming into the store?
Tomasi: Of those consumers who buy a sleep aid, 61% of them will repeat their sleep aid purchase and will purchase 2.6 times a year.
DSN: What are the factors that drive a sleep aid shopper’s purchase decision?
Tomasi: Shoppers are looking for a product that fits their needs. … Consumers look for efficacy, safety and trust. They want a product that works quickly, that is non-habit forming and a brand that is trustworthy.
DSN: Why should they (do they) choose ZzzQuil?
Tomasi: Some OTC sleep aid products contain a pain reliever, such as acetaminophen or ibuprofen, in addition to a sleep aid ingredient. ZzzQuil is different from these because it does not contain a pain reliever. ZzzQuil is not for colds. It’s not for pain. It’s just for sleep.
DSN: Where does ZzzQuil belong in the store?
Tomasi: ZzzQuil typically is found near sleep aid or pain products. This year, consumers will find two new options in liquids, including the new Calming Vanilla Cherry flavor and the new Alcohol Free Soothing Mango Berry flavor. Our familiar purple in-store displays will continue to feature ZzzQuil’s “sleep like” campaign, which highlights ZzzQuil as the “go to” product that helps consumers sleep easily, sleep soundly and wake refreshed.
ZzzQuil awakens a sleeping giant
The sale of sleeping remedies continues to be a caffeinated business, especially across the liquids segment. The category as a whole grew by 5.9% for the 52 weeks ended April 19 with total sales of $439.6 million across total U.S. multi-outlets, according to IRI. The liquid segment, which reached $122.8 million on 14.4% growth, continues to be led by Procter & Gamble’s ZzzQuil brand, which commanded a 62.4% dollar share of the category.
The slightly larger tablet sleep aid market also continues to perform well, with $316.8 million in sales on 2.9% growth. Private-label offerings dominate the tablet end of the business, though P&G’s ZzzQuil brand possesses a 13.1% dollar share here, followed by Chattem’s Unisom SleepGels with a 9.6% dollar share.
Last year, ZzzQuil was identified as the 2013 top-selling launch in non-food health and beauty for the year by IRI’s 2013 New Product Pacesetters report, and that innovation continued to produce dividends through 2014. “Innovation in general is very, very key,” Bob Sanders, EVP of IRI told Drug Store News. “If you look at past performances, innovation drove, or was a major contributor to, the nutritional growth we had realized over the past three years, [for example],” he said. “ZzzQuil was a great example of taking the cookbook and developing a product to [address] an unmet consumer need, while at the same time leveraging your [brand] equity in [NyQuil].”
P&G is likewise leveraging its brand equity in allergy with the launch of QlearQuil. “ZzzQuil and QlearQuil are great examples of how we can offer new benefits to consumers from a brand they already trust,” said David Taylor, P&G group president, global health and grooming.