Sleep aid seasonality

For those marketers staying awake at night thinking about new ways to drive category growth, Biotab Nutraceuticals may have happened upon a new opportunity — seasonality in sleep aids. 


“Twice each year, [daylight savings time changes] have an impact on a person’s internal clock,” said Biotab chief marketing officer Robert Wilhovsky, who markets Alteril. So in the week following a clock change, sales of sleep aids spike, he said.


For the 12 weeks ended April 15, which include approximately 30 days of sales after this year’s “spring forward” clock change, sales across food, drug and mass (excluding Walmart) were up 8.3% to $17 million, according to SymphonyIRI Group.