Article: Melatonin shakes up category.(Industry Overview)

NEW YORK - Melatonin, a natural substance produced in the human brain, has quickly become one of the most popular nutritional supplements available and has opened up niche opportunities in the category for retailers.

Popularized in books and magazine articles, melatonin is believed to play multiple roles in maintaining the body's health and well-being. Besides acting as an antioxidant, it's associated with regulating the sleep/wake cycle.

"The good publicity is key to why melatonin's doing so well," says John Rudden, vice president of merchandising at Happy Harry's Discount Drug Stores, which is currently selling about 200 units of the product each month. "The front cover ...

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