One subcategory that has really jolted the sales-per-square-inch across analgesic sets is sleep aids. Sales of sleeping remedies, including both liquids and tablets, were up 51.2% to $408 million for the 52 weeks ended Aug. 11 across U.S. multi-outlets, according to IRI data. Almost one-third of that, or $127 million, came courtesy of Procter and Gamble’s ZzzQuil, which launched a little more than a year ago.
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And while ZzzQuil certainly raised the ceiling across sleep remedies, there are many other brands helping to bring consumers to that shelf for a purchase, particularly those sold in the liquid shot format. Dream Water and Neuro Sleep generated sales gains of 60.2% (to $6.7 million) and 26.3% (to $6.1 million), respectively.