Natrol Launches Stress Complex for Sleepy Consumers

Mar 07, 2002
George Anderson

Natrol, Inc., a leading manufacturer and marketer of branded dietary supplements, plans to launch Natrol Stress Complex into the $10 million sleep aid category. Stress Complex works to help consumers manage their stress and get a restful night’s sleep.

“When evaluating the sleep aid category, we noted that despite the myriad of products on the market, over 100 million Americans still experience problems with a restful night’s sleep, and the number one cause of this is due to stress,” stated Elliott Balbert, President and Chief Executive Officer of Natrol.

Moderator Comment: What strategies/tactics can retailers use to grow sales and profits of sleep aid products?

Virtually everyone, at one time or another, has a problem sleeping. Generally this is the result of stress as evidenced by the reports indicating a rise in sleeplessness since 9/11.

Millions suffer from sleep disorders and the severest, sleep apnea, have been shown to increase the risk of high blood pressure and heart attacks. The profile of sleeping problems and disorders continues to grow and retailers have a role in consumer education and in providing products in this short list as well as others.

  • Sleeping aids in OTC supplement form.
  • Milk for heating up or chamomile tea.
  • Eye masks and white noise machines for better sleep.

  • The sale/rental of CPAP (continuous positive airway
    pressure) machines.

[George Anderson – Moderator]

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