Consumers’ dreams come true with new sleep solution sets
No longer a dormant category, sales of sleep aids continue to climb at a rate of 3.9% for the 52 weeks ended June 11 across total U.S. multi-outlets, according to IRI. While that entire category was lifted with the introduction of Procter & Gamble’s ZzzQuil line, which still figures prominently, it only started there.
The sleep category is included as “new and emerging” because the opportunity has grown from the sick-care model of old in which such sleep aids as melatonin and ZzzQuil dominated. Today, savvy retailers are creating a destination solution center that incorporates
holistic remedies that have anything and everything to do with sleep — sleep trackers to measure quality sleep, sleep-inducing pillows, white noise generators and soothing aromatherapy options. These kinds of solution sets help empower consumers along their healthcare journey.
EarlySense in July presented new research indicating that its EarlySense Live home-based sensor accurately detects sleep apnea and sleep disordered breathing in children when compared with polysomnography, the testing process used in clinics to detect sleeping disorders. The at-home solution leverages EarlySense’s core medical monitoring technology, which has been successfully implemented globally in hospitals, rehab and skilled nursing facilities.
“Sleep apnea is a significant health risk that affects millions of people worldwide, and can result in reduced productivity and poor school performance,” said Zvika Shinar, EarlySense’s chief scientist. “It also is associated with hypertension and cardiovascular disease if left untreated. Despite this, it remains a severely under-diagnosed condition.”
There is even a place for snoring solutions in this new set. This fall, Foundation Consumer Healthcare is launching Thrivent, a new snoring solution with better sleep for both the snorer and his significant other in mind. “With 50 million to 70 million frequent snorers in the U.S. adult population, this is a significant issue,” Steve Howard, chief marketing officer at Foundation Consumer, told Drug Store News. “Snoring is the third-leading cause of divorce behind money and infidelity,” he said. “It is a really prevalent issue, and is a significant contributor to our ability to get a good night’s sleep.”
Another indicator that snoring could become a significant piece of the sleep pie? Earlier this year Sleep.ai introduced an anti-snore wearable that can detect and track snoring patterns via the investment site Indiegogo. The device sells for $89, and within a few months they raised 164% of their $50,000 goal.
But the legacy market of actual sleep aids that brings consumers to the newly dubbed sleep solution sets in the first place is still going strong. According to a Vicks survey released earlier this year, 87% of Americans have experienced trouble falling asleep. In fact, two-thirds of Americans said they had trouble falling asleep at least once a month, and nearly half reported that they experience this trouble at least once a week.