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ZzzQuil dubbed top-selling launch

BY Michael Johnsen

Procter & Gamble’s ZzzQuil was named to IRI’s list of new product pacesetters this year. Dubbed the top-selling launch in its category, the brand collectively earned more than $121 million in sales. The brand also found success “in offering consumers a one-dose, non-habit-forming sleep aid that helps them get exactly what they need — a beautiful night’s rest so they can wake up feeling refreshed,” IRI reported. The brand helped revolutionize how retailers merchandised the sleep category, bringing sleep products from the bottom shelf to eye-level.

(For the complete category review, including data, click here.)

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Sleeping through the night

BY Michael Johnsen

Meda Consumer Healthcare’s MidNite for Menopause last year was honored as one of Parade magazine’s top new products of the year. Difficulty sleeping is one hallmark of the transition to menopause. According to a survey, nearly 57% of peri-menopausal and 51% of post-menopausal women have lost sleep or sleep badly because of hot flashes, Meda reported. Sales of Meda’s new product introduction reached $3.2 million for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI.

(For the complete category review, including data, click here.)

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Sales rise as consumers seek rest

BY Michael Johnsen

Sales of sleep aids is still on the rise, driven primarily by private-label across both tablets and liquid formats. Overall, consumers purchased sleep aids to the tune of $418 million for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. Private-label liquid sleep aids grabbed a 16% share of the category, reaching $17.7 million in sales on 1,152.9% growth. Meanwhile, store-brand sleeping aid tablets commanded a 44.8% share of the market on sales of $137.7 million, up 5.8%.

(For the complete category review, including data, click here.)

Procter & Gamble’s ZzzQuil tablets may have suffered from the strong private-label performance — sales were down by 7.8% million to $46.6 million. But on the liquid side of the business, P&G’s ZzzQuil is still putting in a strong performance with a 67.9% share of the liquids business on sales of $75.1 million and 6.4% growth.

According to the Centers for Disease Control and Prevention, an estimated 50 million to 70 million U.S. adults have a sleep or wakefulness disorder.

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