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Sleep Aid Products in the U.S. Market: Non-Prescription OTC, Natural and
Alternative Remedies
December 1, 2008
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, long-term
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: Non-
Prescription OTC, Natural and Alternative Remedies, is focused on consumer, product
and marketplace trends. It takes an in-depth look at sales of over-the-counter (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 medications—both analgesic and non-analgesic—and 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.

2. Report Methodology
Information for Sleep Aid Products in the U.S. Market: Non-Prescription OTC, Natural
and Alternative Remedies was obtained from both primary and secondary sources.
Primary research entailed consultation with industry sources and on-site 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 non-
governmental 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 Wal-Mart. 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.
Table of Contents
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 1-1: Total U.S. Over-the-Counter Sleep Aids Market, 2004-2008 (in
millions of dollars)
OTC Sleep Aids Market to Reach $759 Million by 2013
• Figure 1-2: Total U.S. Over-the-Counter Sleep Aid Market, 2008-2013 (in
millions of dollars)
Natural Sleep Sales Likely Slowed 2008

3. • Figure 1-3: Total Natural Stress and Sleep Aids Market, 2004-2008 (in
millions of dollars)
Natural Sleep Aid Supplement Sales to Grow at a CAGR of 10%
• Figure 1-4: Natural Stress and Sleep Aids Market Forecast, 2008-2013 (in
millions of dollars)
Factors to Growth
Prescription Sleeping Pill—Worth 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 1-1: APA’s Top Stress Symptoms, Female vs. Male, 2008 (percent)
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 Self-Care 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 Sleep-Related 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: Pseudo-Science or Chakra-liscious?
Listen Up to Sound Therapy
Alternative Beverages for a Refreshing Sleep
Bringing the Doctor’s Office In-home

4. Products That Readjust the Body Clock
Women-Focused Products Abound
Kid-Friendly 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
Word-of-Mouth: Added-Value for Marketers and Consumers
The Ultimate WOM: Celebrity
Sleep Product Retail Distribution Overwhelmingly Diverse
Think Non-Traditional: Specialty Outlets vs. General Market
Chapter 2: Sleep Aids Market Introduction
Scope
Sleep Aid Market Categories Diverse
Methodology
Sleep—a 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 3-1: Total U.S. Over-the-Counter Sleep Aid Market, 2008-2013 (in
millions of dollars)
Analgesic Sleep Aids Dominate, Growth Accelerates

5. • Table 3-1: Total U.S. Over-the-Counter Sleep Sales and Year-over-Year
Percentage Change, 2004-2008 (in millions of dollars)
• Figure 3-2: Estimated Over-the-Counter Sleep Aids Share, by Dollar
Sales, 2008 (percent)
Analgesic Sleep Aids
Total IRI-Tracked Sales Growth Slows in 2008
• Figure 3-3: U.S Over-the-Counter Analgesic Sleep Aid IRI-Tracked Dollar
Sales, 2004-2008 (in millions of dollars)
• Table 3-2: Total Over-the-Counter Analgesic Sleep Aid IRI-Tracked Dollar
Sales and Year-over-Year Percentage Change, 2004-2008 (in millions of
dollars)
IRI-Tracked Unit Sales Grew 11%
• Figure 3-4: Total Over-the-Counter Analgesic Sleep Aid IRI-Tracked Unit
Sales, 2004-2008 (in thousands units)
• Table 3-3: Total Over-the-Counter Analgesic Sleep Aid IRI-Tracked Unit
Sales and Year-over-Year Percentage Change, 2004-2008 (in thousands
units)
Prices Increase Dramatically in 2008
• Figure 3-5: Average Over-the-Counter Analgesic Sleep Aids, IRI-Tracked
Price per Unit, 2004-2008(in dollars)
• Table 3-4: Average Over-the-Counter Analgesic Sleep Aids, IRI-Tracked
Price per Unit and Year-over-Year Percentage Change, 2004-2008 (in
dollars)
Tylenol PM Rules, But Advil PM Makes Grabs Share
• Table 3-5: Over-the-Counter Analgesic Sleep Aids, IRI-Tracked Sales in
FDM by Brand, 2004-2008 (in millions of dollars)
• Figure 3-6: Estimated Over-the-Counter Analgesic Sleep Aids Brand
Share, 2008 (percent)
Non-Analgesic Sleep Aids
Total IRI-Tracked Sales Rise Modestly in 2008
• Figure 3-7: U.S Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked
Dollar Sales by Category, 2004-2008 (in millions of dollars)
IRI-Tracked Tablet Sales Higher, Liquid Sales Dry Up

6. • Table 3-6: Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked
Dollar Sales, by Category and Year-over-Year Percentage Change, 2004-
2008 (in millions of dollars)
• Figure 3-8: Estimated Over-the-Counter Non-Analgesic Sleep Aids, IRI-
Tracked Share, by Dollar Sales, 2008 (percent)
IRI-Tracked Unit Sales Grew 11%
• Figure 3-9: Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-
Tracked Unit Sales by Category, 2004-2008 (in thousands units)
Unit Sales Suffer Double-Digit Declines
• Table 3-7: Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked
Unit Sales, by Category and Year-over-Year Percentage Change, 2004-
2008 (in thousands units)
• Figure 3-10: Estimated Over-the-Counter Non-Analgesic Sleep Aids, IRI-
Tracked Share, by Unit Sales, 2008 (percent)
Prices Increase Dramatically in 2008
• Figure 3-11: Average Over-the-Counter Non-Analgesic Sleep Aids, IRI-
Tracked Prices per Unit by Category, 2004-2008 (in dollars)
Higher Private-Label Prices Affect Tablets
• Table 3-8: Total Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked
Prices per Unit, by Category and Year-over-Year Percentage Change,
2004-2008 (in dollars)
Private Label Dominates Mass Channels
• Table 3-9: Over-the-Counter Non-Analgesic Sleep Aids, IRI-Tracked Sales
in FDM by Brand, 2004-2008 (in millions of dollars)
• Figure 3-12: Estimated Over-the-Counter Non-Analgesic Sleep Aids Brand
Share, 2008 (percent)
OTC Sleep Aids Forecast
OTC Sleep Aids Market to Reach $$759 Million by 2013
• Figure 3-13: Total U.S. Over-the-Counter Sleep aids Market, 2008-2013
(in millions of dollars)
Factors To Growth
Prescription Sleeping Pill—Worth the Cost?
Perceived Emotional Benefits May Suffice

7. 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 Penetration—12% of U.S.
• Table 3-10: Percentage of Consumers Suffering from Sleep Issues in The
Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea,
2004-2008 (percent)
Non-Prescription & Prescription Product Usage Penetration Low
Consumer May Want More Than One Benefit
• Table 3-11: Percentage of Consumers Suffering from Sleep Issues in The
Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by
Remedy Used, 2004-2008 (percent)
Moderate Insomnia/Sleep Apnea Most Likely
• Table 3-12: Percentage of Consumers Suffering from Sleep Issues in The
Past 12 Months: Insomnia/Sleep Disorders and Snoring/Sleep Apnea, by
Severity, 2004-2008 (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 3-13: 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 Non-Prescription Usage
Single-Person, Low Income Greater Likelihood for Sleep Aids
• Table 3-14: Demographic Characteristics of Insomnia/Sleep Disorder
Sufferers Who Used Prescription and Non-Prescription Remedies in Past
12 Months, 2008 (index)
Demographic Characteristics of Snoring/Sleep Apnea Sufferers
The Stereotypes Are True: Men Snore

8. • Table 3-15: 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 3-16: Demographic Characteristics of Snoring/Sleep Apnea
Sufferers Who Used Prescription and Non-Prescription 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 Children…Fewer Headaches?!
• Table 3-17: Demographic Characteristics of Adults Who Used Non-
Prescription 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 3-18: Non-Prescription Headache/Pain Relievers Used In Past
Month, 2008
• Table 3-19: Prescription Sleep Aids Used In Last 12 Months, 2008
Chapter 4: Natural Sleep Supplements Market Snapshot
Overview
• Table 4-1: Description of Selected Natural Remedies
Natural Sleep Sales Likely Slowed in 2008
• Figure 4-1: Natural Stress and Sleep Aids Market, 2004-2008 (in millions
of dollars)
• Table 4-2: Total Natural Stress and Sleep Aids Market and Year-over-
Year Percentage Change, 2004-2008 (in millions of dollars and all
channels)
Sales in Natural Store Channel Slow
• Figure 4-2: Stress and Sleep Aid Medicine Sales through Natural
Supermarket Channel, 2004-2008 (in millions of dollars)

9. • Table 4-3: Natural Channel Stress and Sleep Aids Market and Year-over-
Year Percentage Change, 2004-2008 (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 4-3: Total Natural Stress and Sleep Aids Market Forecast, 2004-
2008 (in millions of dollars)
Factors to Growth
Health Concerns Impact American Purchase Habits
• Table 4-4: American Consumer Level of Health-Consciousness, 2008 vs.
2004
A Good Night’s 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 4-5: 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 4-4: Percent of Adults Using Nutritional Supplements: By Age
Bracket, 2008 (U.S. adults)
• Figure 4-5: Number of Adults Using Nutritional Supplements: By
Generational Cohort, 2008 (percent of total U.S. adult users)
Consumer Interest in Non-traditional Treatments
More Than One in Three Consumers Use CAM
Herbal Supplements Most Commonly Used Treatment
• Figure 4-6: 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

10. Advil PM Reinvigorates Analgesic Sleep-Aids
Small Companies to Watch
Dream Essentials, LLC
Dreamerz Foods
Nature’s Way
SoothSoft Comfort Technology
Selected Corporate Profiles
Avon Products Inc.
Overview
Performance
Sleep Products Portfolio
Chattem, Inc.
Overview
Performance
• Figure 5-1: Total Chattem, Inc. (Unisom) Sleep Aids, IRI-Tracked Sales,
2004-2008 (in millions of dollars)
Sleep Products Portfolio
Glaxo SmithKline
Overview
Performance
• Figure 5-2: Total GlaxoSmithKline Sleep Aid IRI-Tracked Sales, 2004-
2008 (in millions of dollars)
Sleep Products Portfolio
Green Pharmaceuticals Inc.
Overview
Performance
• Figure 5-3: Total Green Pharmaceuticals Sleep Aids, IRI-Tracked Sales,
2004-2008 (in millions of dollars)
Products
HoMedics, Inc.
Overview
Performance
Sleep Product Portfolio
Johnson & Johnson
Overview
Performance
• Figure 5-4: Total Johnson & Johnson’s Tylenol PM Sleep Aid IRI-Tracked
Sales, 2004-2008 (in millions of dollars)

11. NBTY, Inc. (Nature’s 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 Stress-related Ailments Affects Sleep
Stress in America by the Numbers: 30% Extremely Stressed
Economic Woes Taking Their Toll
Economy Raising Stress Levels across Generations
• Table 6-1: APA’s Top Stressors by Generation, 2008 (percent)
High Debt Stress Causes Sleep Trouble
Women More Likely to Be Stressed
• Table 6-2: APA’s 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 Under-Diagnosed
Sleep Apnea May Appear Due to Hormonal Changes
Effects of Poor Sleep on Women’s Cardiovascular Health
Only 20% of Children Get Optimal Sleep
Media Overload Leads to Overloaded Kids
How Much Sleep Is Needed?
• Table 6-3: 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 Sleeps…And Neither Do City Kids
Environmental Cause: Urbanization Clouds Rest

12. 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 Self-Care to Enhance Sleep Aids Market
• Table 6-4: American Consumer Level of Health-Consciousness, 2008 vs.
2004 (percent)
Consumer Health Information Websites See Increasing Activity
• Table 6-5: Top 10 Health Information Sites by Unique Visitors of Total
U.S. Home/Work/University Locations, July 2008 vs. July 2007
• Table 6-6: Top 10 Health-Related 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 6-1: Complementary and Alternative Medicine Use by U.S. Adults,
2002 (percent)
Use of CAM for Specific Conditions
• Figure 6-2: Conditions Most Commonly Treated by CAM*, 2002 (percent)
Reasons for Using CAM
• Figure 6-3: Reasons People Use CAM, 2002 (percent)
The Spa Spawns Cultural Imperative to Relax
Increased Medical Costs
• Figure 6-4: 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

13. 2008 Sleep-Related New Product Introductions
• Table 7-1: 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: Pseudo-Science or Chakra-liscious?
Modern Color Therapy
Selected Color Therapy Product
Listen Up to Sound Therapy
Sound Therapy in Practice
Natural Sounds Inherently Relaxing
The Light…It 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 Hi-tech Crossover
Bringing the Doctor’s Office In-home
Biofeedback and Ion Machines
Products That Readjust the Body Clock
A Clock for the Clock
Consumer-centric Product Innovations
Women-Focused Products Abound
Menopause a Cause
Beauty and Spa Crossover
JNJ’s Stress Relieving Skin Care
Pillow Cases That Do More Than Just Cover
Kid-Friendly 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

14. 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 End-User 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
Word-of-Mouth: Added-Value 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 Non-Traditional: 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
Short-Term Success Tied to Economic Trends
Sleep Aid Customization
Sleep Aids with Multiple and Higher Value Benefits
Appendix: Addresses of Selected Marketers
Available immediately for Online Download at

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