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  • David Perry

Selling Sleep

Marketing Overview

Why do non-exercisers have a harder time getting a good night of sleep than those who exercise? This week's poll findings shed some light on that question. One answer, clearly, is caffeine consumption.
Those who report being light, moderate or vigorous exercisers drink an average of slightly more than 3 caffeinated beverages on the average workday. But the figure soars to an average of 5 caffeinated drinks for those who don't exercise.
     Caffeine, we know, can rob us of a good night of sleep, especially if caffeine is consumed in the late afternoons and evenings, as caffeine stays in the human body for hours. And non-exercisers are drinking significantly more caffeinated drinks than those who exercise.

Applying the Findings

This data helps retail sales associates give their customers helpful information on caffeine consumption. Most consumers don't really think about how many caffeinated drinks they consume on an average workday. This chart provides the answer.
     RSAs can use this data to educate consumers about the threat to better sleep posed by high levels of caffeine consumption. Most consumers would be interested to see where they stand on this list. And, hopefully, they might be motivated to make better decisions during the day when it comes to drinking caffeinated beverages.

Exercise & caffeine 

 

NUMBER OF CAFFEINATED BEVERAGES CONSUMED ON AVERAGE WORKDAY

 

Percent consuming by activity level

 

Vigorous Nonexercisers

Moderate  exercisers 

Light exercisers 

Nonexercisers exercisers 

One

17%

20%

16%

11%

Two

17%

23%

19%

8%

Three

14%

14%

17%

18%

Four to five

17%

15%

15%

17%

Six to 10

8%

7%

8%

15%

More than 10

4%

4%

6%

8%

None

20%

14%

17%

15%

Don’t know/not sure/refused

3%

3%

3%

8%

Average number

3.1

3.3

3.6

5.0

Source: National Sleep Foundation 2013 Poll

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