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Sleep Aid Products in The U.S. Market
NonPrescription Otc, Natural and Alternative Remedies

  • Publication Date:December 2008
  • Publisher:Packaged Facts
  • Product Type: Report
  • Pages:220

Sleep Aid Products in The U.S. Market NonPrescription Otc, Natural and Alternative Remedies

Sleep has finally emerged from the darkness and gained the limelight as a critical American health issue. According to the American Sleep Association, every year approximately 40 million Americans, if not more, are afflicted by chronic, longterm sleep disorders. Restless nights followed by sluggish, anxious days have led a growing number of consumers to seek relief and physical and emotional rejuvenation from a diverse and fragmented market of mainstream and alternative products that aid sleep or relaxation.

As more Americans become aware that sleep is as important as food or exercise, marketers will find greater opportunities for both traditional and alternative sleep aid products. For OTC sleep aids alone, Packaged Facts expects the total market to near the $759 million mark by 2013.

This all new packaged Facts report, Sleep Aid Products in the U.S. Market: NonPrescription OTC, Natural and Alternative Remedies, is focused on consumer, product and marketplace trends. It takes an indepth look at sales of overthecounter (OTC) sleep aids and a snapshot of the more niche natural sleep aid supplements market as a bellwether for the future of the total marketplace. For the purposes of this report, the market consists of products and accessories designed to enhance and aid sleep without a prescription that are easily accessible and usable by the consumer. This encompasses OTC sleep medicationsboth analgesic and nonanalgesicand herbal supplements intended to aid sleep, as well as accessories such as neck and body pillows, devices such as sound machines and conditioners, sleep masks and earplugs, plus shower and body care products, aromatherapy candles or foods and beverages intended to aid sleep.
Companies profiled in the report include: Avon Products Inc., Chattem, Inc., Glaxo SmithKline, Green Pharmaceuticals Inc., HoMedics, Inc., Johnson & Johnson, NBTY, Inc., and smaller players such as Dream Essentials, Dreamerz Foods, Nature's Way and SoothSoft Comfort Technology.

Report Methodology

Information for Sleep Aid Products in the U.S. Market: NonPrescription OTC, Natural and Alternative Remedies was obtained from both primary and secondary sources. Primary research entailed consultation with industry sources and onsite examination of the retail setting. Secondary research entailed gathering data from relevant business sources, including: trade publications and newsletters; government data; current articles in newspapers and trade and consumer magazines; information from industry and nongovernmental associations such as The American Psychological Association, The National Sleep Foundation, and The American Sleep Association; annual reports, 10Ks and other financial releases from public companies; and other related Packaged Facts reports.

For the OTC sleep aids mass market, this report covers the sale of products through channels tracked by Information Resources, Inc. (IRI) only; i.e., U.S. chain supermarkets, drugstores and mass merchandisers other than WalMart. Hence, market and brand share figures reflect the position of the marketers/brands in those channels. However, in arriving at overall market size estimates all major retail channels are covered. For natural supplement sales estimates, SpinScan data was used.

The consumer demographics analysis was developed using data from the Simmons Market Research Bureau (New York, NY) spring 2008 consumer survey. Information on new product introductions was derived from Productscan Online, a Datamonitor service.

  • Chapter 1: Executive Summary
    • Scope
    • Methodology
    • Serious Sleep Disorders Affect 40 Million Americans
    • Total Sleep Industry Sales Conservatively at $20 Billion
    • Total OTC Sleep Aids Market Reaches $604 Million
      • Figure 11: Total U.S. OvertheCounter Sleep Aids Market, 20042008 (in millions of dollars)
    • OTC Sleep Aids Market to Reach $759 Million by 2013
      • Figure 12: Total U.S. OvertheCounter Sleep Aid Market, 20082013 (in millions of dollars)
    • Natural Sleep Sales Likely Slowed 2008
      • Figure 13: Total Natural Stress and Sleep Aids Market, 20042008 (in millions of dollars)
    • Natural Sleep Aid Supplement Sales to Grow at a CAGR of 10%
      • Figure 14: Natural Stress and Sleep Aids Market Forecast, 20082013 (in millions of dollars)
    • Factors to Growth
    • Prescription Sleeping PillWorth the Cost?
    • Perceived Emotional Benefits May Suffice
    • Potential for Backlash against New Wave of Prescriptions
    • OTC Sleep Aids Fill an Important Niche
    • OTC Sleep Aids Growth Threatened By Natural Sleep Aid Products
    • Alternative Products Market a Threat or a Companion?
    • Competitive Landscape
    • Chattem Emerges as a Player with Unisom
    • Small Companies to Watch
    • Trends: Challenges and Opportunities
    • Forces Are Converging on the Sleep Products Market
    • Average Weeknight Sleep is Six Hours and 40 Minutes
    • 30% of Americans Extremely Stressed
    • Women More Likely to Be Stressed
      • Table 11: APAs Top Stress Symptoms, Female vs. Male, 2008 (percent)
    • A Nation of Aging Boomers
    • Women Have Special Sleep Challenges
    • Only 20% of Children Get Optimal Sleep
    • Increasing Childhood Obesity Equals Increasing Sleep Issues
    • Environmental Cause: Urbanization Clouds Rest
    • Travel Impacted By Recession Fears
    • Trend toward SelfCare to Enhance Sleep Aids Market
    • Consumer Health Information Websites See Increasing Activity
    • Complementary and Alternative Medicine Growth
    • Increased Medical Costs
    • Is The Medical Community Fully Aware of Sleep Issues?
    • Product Trends and Innovations
    • 2008 SleepRelated New Product Introductions
    • Upscale Was Top Package Tag
    • Alternative Delivery Systems
    • Products Work While You Sleep
    • Aromatherapy Sleep Aids Often In Bath and Body Products
    • Color Therapy Sleep Enhancement: PseudoScience or
    • Chakraliscious?
    • Listen Up to Sound Therapy
    • Alternative Beverages for a Refreshing Sleep
    • Bringing the Doctors Office Inhome
    • Products That Readjust the Body Clock
    • WomenFocused Products Abound
    • KidFriendly Products
    • Products for Aging Population
    • Better Sleep During Travel
    • Sleep with the Environment in Mind
    • Marketing and Retail Dynamics
    • Marketing and Retail Trends Overview
    • Despite Economy There Is Opportunity for Marketers to Engage Loyal Consumers and Innovate
    • Major Marketers A Threat?
    • Best Avenues for Outreach in Challenging Economy
    • Direct Response TV Trends Upwards in Health and Fitness Arena
    • Could Recession Be a Boon for Internet Retailing?
    • CPG Growth in Search Functions
    • Behavioral Targeting Perfect for Diversified Sleep Market
    • Sleep Marketers and Etailers Can Make Best Use of Alternative Medias
    • Company Ethics Important to Consumers
    • WordofMouth: AddedValue for Marketers and Consumers
    • The Ultimate WOM: Celebrity
    • Sleep Product Retail Distribution Overwhelmingly Diverse
    • Think NonTraditional: Specialty Outlets vs. General Market
  • Chapter 2: Sleep Aids Market Introduction
    • Scope
    • Sleep Aid Market Categories Diverse
    • Methodology
    • Sleepa Primer
    • Cycles of Sleep: Stages 1, 2, 3, 4 and REM
    • Sleep, a Mysterious Key To Survival
    • Serious Sleep Disorders Affect 40 Million Americans
    • Insomnia
    • Sleep Apnea
    • Restless Legs Syndrome
    • Periodic Leg Movement During Sleep
    • Parasomnia
    • REM Sleep Behavior Disorder
    • Circadian Rhythms
    • Other Sleep Issues and Consumer Touchpoints Abound
    • Total Sleep Industry Sales Conservatively At $20 Billion
  • Chapter 3: The OTC Sleep Aids Market In Depth
    • Total OTC Sleep Aid Market Reaches $604 Million
      • Figure 31: Total U.S. OvertheCounter Sleep Aid Market, 20082013 (in millions of dollars)
    • Analgesic Sleep Aids Dominate, Growth Accelerates
      • Table 31: Total U.S. OvertheCounter Sleep Sales and YearoverYear Percentage Change, 20042008 (in millions of dollars)
      • Figure 32: Estimated OvertheCounter Sleep Aids Share, by Dollar Sales, 2008 (percent)
    • Analgesic Sleep Aids
    • Total IRITracked Sales Growth Slows in 2008
      • Figure 33: U.S OvertheCounter Analgesic Sleep Aid IRITracked Dollar Sales, 20042008 (in millions of dollars)
      • Table 32: Total OvertheCounter Analgesic Sleep Aid IRITracked Dollar Sales and YearoverYear Percentage Change, 20042008 (in millions of dollars)
    • IRITracked Unit Sales Grew 11%
      • Figure 34: Total OvertheCounter Analgesic Sleep Aid IRITracked Unit Sales, 20042008 (in thousands units)
      • Table 33: Total OvertheCounter Analgesic Sleep Aid IRITracked Unit Sales and YearoverYear Percentage Change, 20042008 (in thousands units)
    • Prices Increase Dramatically in 2008
      • Figure 35: Average OvertheCounter Analgesic Sleep Aids, IRITracked Price per Unit, 20042008(in dollars)
      • Table 34: Average OvertheCounter Analgesic Sleep Aids, IRITracked Price per Unit and YearoverYear Percentage Change, 20042008 (in dollars)
    • Tylenol PM Rules, But Advil PM Makes Grabs Share
      • Table 35: OvertheCounter Analgesic Sleep Aids, IRITracked Sales in FDM by Brand, 20042008 (in millions of dollars)
      • Figure 36: Estimated OvertheCounter Analgesic Sleep Aids Brand Share, 2008 (percent)
    • NonAnalgesic Sleep Aids
    • Total IRITracked Sales Rise Modestly in 2008
      • Figure 37: U.S OvertheCounter NonAnalgesic Sleep Aids, IRITracked Dollar Sales by Category, 20042008 (in millions of dollars)
    • IRITracked Tablet Sales Higher, Liquid Sales Dry Up
      • Table 36: Total OvertheCounter NonAnalgesic Sleep Aids, IRITracked Dollar Sales, by Category and YearoverYear Percentage Change, 20042008 (in millions of dollars)
      • Figure 38: Estimated OvertheCounter NonAnalgesic Sleep Aids, IRITracked Share, by Dollar Sales, 2008 (percent)
    • IRITracked Unit Sales Grew 11%
      • Figure 39: Total OvertheCounter NonAnalgesic Sleep Aids, IRITracked Unit Sales by Category, 20042008 (in thousands units)
    • Unit Sales Suffer DoubleDigit Declines
      • Table 37: Total OvertheCounter NonAnalgesic Sleep Aids, IRITracked Unit Sales, by Category and YearoverYear Percentage Change, 20042008 (in thousands units)
      • Figure 310: Estimated OvertheCounter NonAnalgesic Sleep Aids, IRITracked Share, by Unit Sales, 2008 (percent)
    • Prices Increase Dramatically in 2008
      • Figure 311: Average OvertheCounter NonAnalgesic Sleep Aids, IRITracked Prices per Unit by Category, 20042008 (in dollars)
    • Higher PrivateLabel Prices Affect Tablets
      • Table 38: Total OvertheCounter NonAnalgesic Sleep Aids, IRITracked Prices per Unit, by Category and YearoverYear Percentage Change, 20042008 (in dollars)
    • Private Label Dominates Mass Channels
      • Table 39: OvertheCounter NonAnalgesic Sleep Aids, IRITracked Sales in FDM by Brand, 20042008 (in millions of dollars)
      • Figure 312: Estimated OvertheCounter NonAnalgesic Sleep Aids Brand Share, 2008 (percent)
    • OTC Sleep Aids Forecast
    • OTC Sleep Aids Market to Reach $$759 Million by 2013
      • Figure 313: Total U.S. OvertheCounter Sleep aids Market, 20082013 (in millions of dollars)
    • Factors To Growth
    • Prescription Sleeping PillWorth the Cost?
    • Perceived Emotional Benefits May Suffice
    • Potential for Backlash against New Wave of Prescriptions
    • Media on Top of Issues with Prescription
    • OTC Sleep Aids Fill an Important Niche
    • OTC Sleep Aids Growth Threatened By Natural Sleep Aids Products
    • Alternative Product Markets a Threat or a Companion?
    • The OTC Consumer
    • Note on Simmons Market Research Bureau Data
    • Sleep Issue Consumer Penetration12% of U.S.
      • Table 310: Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, 20042008 (percent)
    • NonPrescription & Prescription Product Usage Penetration Low
    • Consumer May Want More Than One Benefit
      • Table 311: Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by Remedy Used, 20042008 (percent)
    • Moderate Insomnia/Sleep Apnea Most Likely
      • Table 312: Percentage of Consumers Suffering from Sleep Issues in The Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by Severity, 20042008 (percent)
    • Does this Data Contradict Other Sources?
    • Demographic Characteristics of Insomnia/Sleep Disorder Sufferers
    • Employed Individuals Less Likely to Have Sleep Issues
    • Relationships Make for Better Sleep
    • Renters More Sleep Distressed than Owners
      • Table 313: Demographic Characteristics of Insomnia/Sleep Disorder Sufferers, 2008 (index)
    • Demographic Characteristics of Insomnia/Sleep Disorder Sufferers Who Use Sleep Aids
    • Women, Students Pop For Prescription and NonPrescription Usage
    • SinglePerson, Low Income Greater Likelihood for Sleep Aids
      • Table 314: Demographic Characteristics of Insomnia/Sleep Disorder Sufferers Who Used Prescription and NonPrescription Remedies in Past 12 Months, 2008 (index)
    • Demographic Characteristics of Snoring/Sleep Apnea Sufferers
    • The Stereotypes Are True: Men Snore
      • Table 315: Demographic Characteristics of Snoring/Sleep Apnea Sufferers, 2008 (index)
    • Demographic Characteristics of Snoring/Sleep Apnea Sufferers Who Use Sleep Aids
    • The Dry Southwest a Hotbed of Snorers
    • Higher Incomes Show Greater Likelihood to Use Product
      • Table 316: Demographic Characteristics of Snoring/Sleep Apnea Sufferers Who Used Prescription and NonPrescription Remedies in Past 12 Months, 2008 (index)
    • Demographic Characteristics of Nighttime Pain Sufferers
    • Headaches Are the Bane of Women
    • Multiple Responsibilities and Stress May Be Driving Pain/Sleep Product Use
    • Households with ChildrenFewer Headaches?!
      • Table 317: Demographic Characteristics of Adults Who Used NonPrescription Pain Relievers/Sleep aids in Past 12 Months, 2008 (index)
    • Emerging and Fragmented Product Market Means Lack of Consumer Tracking Data
    • Select OTC and Prescription Sleep Aids Tracked
      • Table 318: NonPrescription Headache/Pain Relievers Used In Past Month, 2008
      • Table 319: Prescription Sleep Aids Used In Last 12 Months, 2008
  • Chapter 4: Natural Sleep Supplements Market Snapshot
    • Overview
      • Table 41: Description of Selected Natural Remedies
    • Natural Sleep Sales Likely Slowed in 2008
      • Figure 41: Natural Stress and Sleep Aids Market, 20042008 (in millions of dollars)
      • Table 42: Total Natural Stress and Sleep Aids Market and YearoverYear Percentage Change, 20042008 (in millions of dollars and all channels)
    • Sales in Natural Store Channel Slow
      • Figure 42: Stress and Sleep Aid Medicine Sales through Natural Supermarket Channel, 20042008 (in millions of dollars)
      • Table 43: Natural Channel Stress and Sleep Aids Market and YearoverYear Percentage Change, 20042008 (in millions of dollars)
    • Natural Sleep and Stress Supplements Market Forecast
    • Natural Sleep Sales to Grow at a CAGR of 10%Natural Sleep Sales to Grow at a CAGR of 10%
      • Figure 43: Total Natural Stress and Sleep Aids Market Forecast, 20042008 (in millions of dollars)
    • Factors to Growth
    • Health Concerns Impact American Purchase Habits
      • Table 44: American Consumer Level of HealthConsciousness, 2008 vs. 2004
    • A Good Nights Rest, the Next Big Trend
    • Or Sleeplessness, The Next Big Health Crisis?
    • Supplement Users Especially Interested in Health
    • The Natural/Organic Connection
    • Sleep Supplements Face Competition from Functional Foods
    • 2008 Natural and Herbal Sleep Aid Introductions
      • Table 45: Natural and Herbal Sleep Aid Supplement Introductions, 2008
    • Not Without Controversy
    • The Natural Supplements Consumer
    • Note on Simmons Market Research Bureau Data
    • Baby Boomers Important Component of Supplement Market
      • Figure 44: Percent of Adults Using Nutritional Supplements: By Age Bracket, 2008 (U.S. adults)
      • Figure 45: Number of Adults Using Nutritional Supplements: By Generational Cohort, 2008 (percent of total U.S. adult users)
    • Consumer Interest in Nontraditional Treatments
    • More Than One in Three Consumers Use CAM
    • Herbal Supplements Most Commonly Used Treatment
      • Figure 46: Top 10 Natural/Herbal Supplements among U.S. Adults Who Use Natural Products, 2002 (percent)
    • Potential for Natural Sleep aids Growth
  • Chapter 5: Competitive Overview
    • Competitive Landscape
    • Chattem Emerges as a Player with Unisom
    • Advil PM Reinvigorates Analgesic SleepAids
    • Small Companies to Watch
    • Dream Essentials, LLC
    • Dreamerz Foods
    • Natures Way
    • SoothSoft Comfort Technology
    • Selected Corporate Profiles
    • Avon Products Inc.
    • Overview
    • Performance
    • Sleep Products Portfolio
    • Chattem, Inc.
    • Overview
    • Performance
      • Figure 51: Total Chattem, Inc. (Unisom) Sleep Aids, IRITracked Sales, 20042008 (in millions of dollars)
    • Sleep Products Portfolio
    • Glaxo SmithKline
    • Overview
    • Performance
      • Figure 52: Total GlaxoSmithKline Sleep Aid IRITracked Sales, 20042008 (in millions of dollars)
    • Sleep Products Portfolio
    • Green Pharmaceuticals Inc.
    • Overview
    • Performance
      • Figure 53: Total Green Pharmaceuticals Sleep Aids, IRITracked Sales, 20042008 (in millions of dollars)
    • Products
    • HoMedics, Inc.
    • Overview
    • Performance
    • Sleep Product Portfolio
    • Johnson & Johnson
    • Overview
    • Performance
      • Figure 54: Total Johnson & Johnsons Tylenol PM Sleep Aid IRITracked Sales, 20042008 (in millions of dollars)
    • NBTY, Inc. (Natures Bounty)
    • Overview
    • Performance
    • Sleep Product Portfolio
  • Chapter 6: Trends: Challenges and Opportunities
    • Forces Are Converging on the Sleep Products Market
    • Dangers of Sleepless Nights: Short Term
    • Average Weeknight Sleep is Six Hours and 40 Minutes
    • Dangers of Sleepless Nights: Long Term
    • Increase in Stressrelated Ailments Affects Sleep
    • Stress in America by the Numbers: 30% Extremely Stressed
    • Economic Woes Taking Their Toll
    • Economy Raising Stress Levels across Generations
      • Table 61: APAs Top Stressors by Generation, 2008 (percent)
    • High Debt Stress Causes Sleep Trouble
    • Women More Likely to Be Stressed
      • Table 62: APAs Top Stress Symptoms, Female vs. Male, 2008 (percent)
    • The Effects of Stress on Sleep
    • Smoking and Drinking Part of Negative Cycle
    • Time for Sleep Awareness
    • A Nation of Aging Boomers
    • Better Sleep Council Survey
    • Mattresses Age Too
    • Changing Behavior
    • Identifying the Problem
    • (Non)Risky Business
    • Women Have Special Sleep Challenges
    • Menopausal Sleep Issues UnderDiagnosed
    • Sleep Apnea May Appear Due to Hormonal Changes
    • Effects of Poor Sleep on Womens Cardiovascular Health
    • Only 20% of Children Get Optimal Sleep
    • Media Overload Leads to Overloaded Kids
    • How Much Sleep Is Needed?
      • Table 63: Average Recommended Sleep Requirements
    • Cut Back the Kids Caffeine
    • Increasing Childhood Obesity Equals Increasing Sleep Issues
    • Additional Health Risks: Elevated Blood Pressure
    • Sticking to a Schedule
    • The City Never SleepsAnd Neither Do City Kids
    • Environmental Cause: Urbanization Clouds Rest
    • Busy Urban Days Lead into Busy Urban Nights
    • Urbanites Want to Take Back the Night
    • Travel Products Impacted By Recessionary Slump in Travel
    • Trend toward SelfCare to Enhance Sleep Aids Market
      • Table 64: American Consumer Level of HealthConsciousness, 2008 vs. 2004 (percent)
    • Consumer Health Information Websites See Increasing Activity
      • Table 65: Top 10 Health Information Sites by Unique Visitors of Total U.S. Home/Work/University Locations, July 2008 vs. July 2007
      • Table 66: Top 10 HealthRelated Searches Conducted Using Major U.S. Internet Search Engines, Q1 2007 (in millions)
    • Consumer Interest in Complementary and Alternative Medicine
    • Emerging CAM Treatments Utilize Improved Technology
    • Comprehensive Surveys Find More Than One in Three Use CAM
      • Figure 61: Complementary and Alternative Medicine Use by U.S. Adults, 2002 (percent)
    • Use of CAM for Specific Conditions
      • Figure 62: Conditions Most Commonly Treated by CAM*, 2002 (percent)
    • Reasons for Using CAM
      • Figure 63: Reasons People Use CAM, 2002 (percent)
    • The Spa Spawns Cultural Imperative to Relax
    • Increased Medical Costs
      • Figure 64: Cumulative Percentage Price Index Increases for Medical Care Services, Medical Care Commodities and Annual Average of Median Weekly Earnings for All Wage and Salary Workers
    • Research Is Ongoing
    • Is The Medical Community Fully Aware of Sleep Issues?
    • Sleep Centers: Challenge or Opportunity?
    • Sleep Centers Already Offering Alternative Product
    • Health Savings Accounts (HSAs) May Be a Boon
    • About HSAs
    • HSA Growth
    • HSA Growth Leads to More Spending
  • Chapter 7: Product Trends and Innovations
    • 2008 SleepRelated New Product Introductions
      • Table 71: Selected New Product Introductions, 2008
    • Upscale Was Top Package Tag
    • Alternative Delivery Systems
    • Maximum Benefits: Functional, Sensory, and Emotional
    • Alternative Therapy Products
    • Aromatherapy Has Long History in Sleep
    • Aromatherapy Often In Bath and Body Products
    • Color Therapy: PseudoScience or Chakraliscious?
    • Modern Color Therapy
    • Selected Color Therapy Product
    • Listen Up to Sound Therapy
    • Sound Therapy in Practice
    • Natural Sounds Inherently Relaxing
    • The LightIt Burns!
    • Next Up, Holograms?
    • Food and Beverage Sleep Aids
    • Alternative Beverages for a Refreshing Sleep
    • A Plethora of Drink Products
    • Opportunities in Food
    • Medical and Hitech Crossover
    • Bringing the Doctors Office Inhome
    • Biofeedback and Ion Machines
    • Products That Readjust the Body Clock
    • A Clock for the Clock
    • Consumercentric Product Innovations
    • WomenFocused Products Abound
    • Menopause a Cause
    • Beauty and Spa Crossover
    • JNJs Stress Relieving Skin Care
    • Pillow Cases That Do More Than Just Cover
    • KidFriendly Products
    • Music to Sooth Little Ears
    • Sound Oasis Sleep Bear
    • Other Baby Products
    • Products for Aging Population
    • Travel Products Made for Sleep
    • Better Sleep During Travel
    • Pillows for Support
    • Sound Conditioners on the Go
    • Green/Natural/Organic Influenced Market
    • Conscientious Consumerism Driving Force
    • Sleep with the Environment in Mind
    • Supplement Marketers Make Most of Green/Natural/Organic Trends
    • Demand for Green Products Is There
    • Buckwheat Pillows Are O.K.!
  • Chapter 8: Marketing and Retail Dynamics
    • Marketing and Retail Trends Overview
    • Despite Economy There Is Opportunity for Marketers to Engage Loyal Consumers and Innovate
    • Down Time Good Time for Positioning
    • Major Marketers and Retailers A Threat?
    • Just the Beginning of Rollouts From Majors
    • Competition Is Complimentary
    • DMA Reports Uptick in Direct Expenditure Despite Economy
    • Direct Response TV Trends Upwards in Health and Fitness Arena
    • Consumer Direct Marketing Concerns
    • Internet Technology Changing Outreach
    • Could Recession Be a Boon for Internet Retailing?
    • Just Give Me the Bottom Line
    • CPG Growth in Search Functions
    • CPG Consumers Comfortable with Search
    • Behavioral Targeting Perfect for Diversified Sleep Market
    • Targeted EndUser Marketing in Debate
    • Outside Pressure on Potential Google and Yahoo! Search Partnership
    • Sleep Marketers and Etailers Can Make Best Use of Alternative Medias
    • Evolving Media Consumption Opens Up Opportunities
    • Online Shoppers Still Need Wooing
    • Company Ethics Important to Consumers
    • Importance of Added Values
    • WordofMouth: AddedValue for Marketers and Consumers
    • WOM a Real Business
    • Proof in the Numbers
    • Does WOM Need The Human Touch?
    • The Ultimate WOM: Celebrity
    • Sleep Holdings, Inc. on The Rachael Ray Show
    • Homedics and Sharper Image Deal Harbinger to Increased Licensing?
    • Sleep Innovation Should Open Eyes to Licensing
    • Retail Issues
    • Sleep Product Retail Distribution Overwhelmingly Diverse
    • Think NonTraditional: Specialty Outlets vs. General Market
    • Retail Space Further Challenged By Influx of Durable Medical Equipment
  • Chapter 9: Looking Ahead
    • Converging Trends Mean Opportunities in Sleep & Stress Relief
    • ShortTerm Success Tied to Economic Trends
    • Sleep Aid Customization
    • Sleep Aids with Multiple and Higher Value Benefits
      • Appendix: Addresses of Selected Marketers
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