Sales rise as consumers seek rest

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%.

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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.