Overall, the sale of all sleep remedies were up 6.1% to $707.9 million across total U.S. multi-outlets for the 52 weeks ended Nov. 27, 2016, according to IRI. Procter & Gamble’s ZzzQuil still leads the category. Sales of the liquid formulation are outpacing category growth with an uptick of 8.4% to $85.3 million, or 12% of total category sales.
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