Marketers Push Nighttime Products to Awaken Growth

It seems like Marketers are getting sleepy across the nation.

In a push to expand usage and therefore sales, more brands are pushing nighttime versions of such things as makeup removers and laundry detergents that once seemed to work equally well any time of day.

In fact, the percentage of new household products that either had nighttime versions or mention “sleep” or “dreams” more than doubled to 3.5% in the 12 months ended this May vs. 1.6% the prior 12 months, according to Datamonitor.

America's Most Common Health Concerns

 

They’re coming from marketers like Procter & Gamble Co., which first addressed America’s growing need for sleep with the successful 2012 launch of ZzzQuil sleep aids. The company followed that up last year with a Febreze Sleep Serenity line of nighttime “bedding refreshers” in such scents as “Warm Milk and Honey.”

Johnson & Johnson was way ahead of the trend with lavender-scented Neutrogena Night Calming Makeup Remover Towelettes, now on their fourth straight year of double-digit sales growth. That’s not bad in a growth-starved household and personal-care market that’s seen sales rise only 1% the past year.

Why It’s Hot

Marketers are no strangers to trying new dayparts to jumpstart growth (e.g.: Waffle Taco), and this is yet another instance of consumer healthcare being relevant to marketers.Night Calming wipes are one of the top 10 cleansing products overall at mass and No. 3 among wipes – so these products are doing well.

But nighttime consumer packaged goods products address a real sleep problem that the U.S. Centers for Disease Control calls a “public health epidemic” affecting 50 million to 70 million adults.

Sleeplessness is driven by two other major trends – an aging population and rising use of technology. Numerous studies link aging to more insomnia. One study found that only 20% or fewer adults over 65 rarely or never report sleep problems. Yet a 2011 study by the National Sleep Foundation reported that teens actually exhibited the most signs of “sleepiness” of any age group. A follow-up NSF poll this year concluded that teens who leave their electronic devices on at night get an average of a half-hour less sleep on school nights (7.2 hours) than teens who turn them off at night (7.7 hours).

One company has hooked onto this trend in a positive way: P&G, in response, has promoted a “Tuck In. Turn Off.” pledge urging people to shut down devices a half-hour before bed – and use their scented products. It only highlights a growing trend where the consumer goods and wellness industries continue to cross-over.

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