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  • David Perry

Selling Sleep

Marketing Overview
How do non-exercisers, who don't benefit from the sleep inducing boost provided by exercise, get to sleep? They take sleep medicines.
     That's one of the fascinating findings of this NSF poll. Non exercisers are much more likely to resort to sleep medicines than those who exercise. In fact, almost one in four non-exercisers takes sleep medicines three or more times a week, compared to just 7% of the vigorous and moderate exercisers.
     Consumers who want to cut down on sleep medicines have a clear prescription here: Get more exercise. It really is that simple.

Applying the Findings
This is another way to get at the impact a sedentary lifestyle has on consumers. The more active a consumer is, the less likely he or she is to resort to sleep medicines.
     Consumers may instinctively understand the exercise-sleep connection, but this NSF data spells out the connection in compelling detail. And this data on exercise and sleep medicine consumption is especially compelling.
     What consumers really want is a better night of sleep. An active lifestyle is a great way to get a better night of sleep, without resorting to sleep medicines. That's a powerful message retail sales associates can share with their customers.

Sleep medicines

TAKEN MEDICINE TO HELP WITH SLEEP IN PAST TWO WEEKS
 

Vigorous exercisers      

Moderate exercisers    

Light exercisers    

Non exercisers    

Never

83%

81%

79%

66%

Less than once a week

5%

5%

4%

6%

Once or twice a week

5%

7%

4%

6%

Three or more times a week

7%

7%

13%

22%

Don't know/not sure/refused

0%

< 1%

< 1%

1%

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