Hyland’s brings new items to the sleeping aids market

Hyland’s has introduced three products to the sleeping aids category, with company officials hopeful that there is more demand for products in the growing category.



According to Les Hamilton, the Los Angeles-based company’s president, consumers are looking for a wide range of products from the category. “It’s beyond sleep,” he said. “It’s a holistic approach to relaxation [with] essential oils, candles, aromatherapy. It’s a different mindset now from ‘I’ve got to take a pill to get to sleep.’”



Hyland’s new products — Rest, Calm and Awaken — are designed to help combat sleeplessness and stress, as well as offer an energy boost. It’s the kind of three-pronged comprehensive solution set more consumers are looking for that helps users sleep at night, get back to alertness when they wake up and keeps them stress-free through the day, Hamilton added.



The sleep category first got a jolt from the introduction of Procter & Gamble’s ZzzQuil sleeping aids in 2012 that lifted the category from the floor of its analgesic adjacency to eye-level, both literally and figuratively.



Today that category is producing an annual growth rate of about 5% to $739.6 million in sales across total U.S. multi-outlets for the 52 weeks ended Sept. 10, according to IRI.