Chain Drug Review, June 7, 2010
BLAUVELT, N.Y. — “Thirty to fifty percent growth may not be out of the norm for products in their first year,” says Concepts in Health Inc. president Holly Rosenthal. “But we are now going into our sixth year, and the strong double-digit growth continues.”
The company’s MidNite has experienced a robust and continuous growth trajectory year after year. The latest consumer sales show the sleep aid is now ranked as the No. 3 brand overall and the No. 1 natural brand in the sleep aid category, according to SymphonyIRI Group Inc.
“In fact, we have achieved the No. 1 or No. 2 category rank overall in nine of our top retailers,” says Irwin Katz, vice president of sales. “Furthermore, our research tells us that 57% of our users are coming from outside the O-T-C sleep aid category–totally new users or Rx users–so more than half of our volume is incremental to the category.”
This means that management at Concepts In Health must continue to reach ever more potential customers to keep the momentum going, Katz says, and that’s just what the companies intends to keep doing.
“Our consumers love our products, and our satisfaction levels are stratospheric,” says Rosenthal, noting that the average repeat buyer of MidNite has purchased it seven times in the last year.
Nonetheless, the company is always looking for ways to better meet users’ needs. This drive has led Concepts In Health to introduce dramatic improvements for both of its MidNite products.
Original MidNite, which has always been marketed as a fast-dissolve or chewable single-dose tablet, began shipping a newer, faster-dissolve technology this year. Changes to MidNite PM represent even bigger news
natural sleep aid