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Digestive Health - US - July 2015

"The OTC digestive health market experienced solid growth, posting gains since 2013, with similar growth trends expected through 2020. The majority of consumers turn to some form of OTC digestive aids to treat gastrointestinal distress, with antacids accounting for the largest share of all digestive health remedy sales. Looking forward, consumers’ need for digestive health treatments is not expected to change, however interest in proactive health options such as probiotics and prebiotics is growing."
- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key issues:

  • Despite solid 2015 gains in digestive health, some leading companies suffer loses
  • Stomach remedies/antidiarrheals dominated by two brands; experiences lowest growth
  • Nearly one third of adults choose no treatment when experiencing discomfort

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Despite solid 2015 gains in digestive health, some leading companies suffer loses
            • Figure 1: MULO sales of digestive health remedies, by leading companies, rolling 52 weeks 2014 and 2015
          • Stomach remedies/antidiarrheals dominated by two brands; experiences lowest growth
            • Figure 2: MULO share of stomach remedies/antidiarrheals sales, by leading brands, rolling 52 weeks 2014 and 2015
          • Nearly one third of adults choose no treatment when experiencing discomfort
            • Figure 3: Treatment approach to gastrointestinal issues, by level of discomfort, April 2015
          • The opportunities
            • Positioning remedies as tools that support total digestive health
              • Figure 4: MULO sales of Metamucil, rolling 52 weeks 2014 and 2015
            • Interest in probiotics and prebiotics could offer market sales boost
              • Figure 5: Use of probiotics and prebiotics to manage or treat digestive health issues, April 2015
            • Gummies and on-the-go formats offer convenient discretion
              • What it means
              • The Market – What You Need to Know

                • Digestive health market posts solid gains, steady growth projected
                  • OTC remedies are challenged by alternative options
                    • Varying factors are likely to positively impact market growth
                    • Market Size and Forecast

                      • OTC digestive health market poised for future growth after solid 2014
                        • Figure 6: Total US sales and fan chart forecast of digestive health remedies, at current prices, 2010-20
                        • Figure 7: Total US retail sales and forecast of digestive health remedies, at current prices, 2010-20
                    • Market Breakdown

                      • Antacids hold category lead; gain larger share of digestive health market
                        • Figure 8: Total US retail sales and forecast of digestive health remedies, by segment, at current prices, 2010-20
                      • All retail channels positively impacted by digestive health market growth
                        • Figure 9: US retail sales of digestive health remedies, by channel, at current prices, 2010-14
                    • Market Perspective

                      • Some digestive health sufferers choose non-treatment
                        • Figure 10: Treatment approach to gastrointestinal issues, April 2015
                      • Severe discomfort requires prescription strength treatment
                        • Figure 11: Use of prescription medication, by level of discomfort, April 2015
                      • Consumers are turning to diet changes and supplements for relief
                        • Figure 12: Diet and supplement behaviors for digestive health, April 2015
                    • Market Factors

                      • An aging US population bodes well for the digestive health market
                        • Figure 13: Use of digestive health remedies, by age, February 2014 - March 2015
                      • Stress causes gut-wrenching issues
                        • Obesity rates hint at stability for digestive remedy use
                          • Figure 14: American adults, by weight category as determined by body mass index (BMI), 2008-14
                      • Key Players – What You Need to Know

                        • Digestive health market posts gains, largely a result of Pfizer success
                          • Metamucil’s Meta and gummy formats boost sales
                            • Private label is challenging branded products; Tums sales suffering
                              • Prebiotics, digestive diets and a medical innovation gain traction
                              • Manufacturer Sales of Digestive Health Remedies

                                • Pfizer’s successful launch of Nexium 24HR boosts digestive market sales
                                  • Manufacturer sales of digestive health
                                    • Figure 15: MULO sales of digestive health remedies, by leading companies, rolling 52 weeks 2014 and 2015
                                  • Each digestive health segment post gains; leading brands remain on top
                                  • What’s Working?

                                    • Purple pill’s Rx-to-OTC transition puts Pfizer on the digestive health map
                                      • Figure 16: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                    • Metamucil experiences the Meta effect with new wellness brand
                                      • Figure 17: Meta Wellness Elevator Commercial, Published on Dec 4, 2014
                                    • Gummy products proving successful for brands, appealing to consumers
                                    • What’s Struggling?

                                      • Branded digestive health products struggle to maintain market share
                                        • Figure 18: Private label vs branded share of digestive and detoxifying treatment product introductions, 2010-14
                                        • Figure 19: MULO share of stomach remedies/antidiarrheals sales, by leading brands, rolling 52 weeks 2014 and 2015
                                      • Leading antacid brand Tums suffers major sales declines
                                        • Figure 20: MULO sales change of Tums antacid brands, from rolling 52 weeks 2014 to 2015
                                        • Figure 21: MULO sales of Tums and Rolaids products, 2009-14
                                    • What’s Next?

                                      • Probiotic appeal is expanding into prebiotics
                                        • Figure 22: Proactive methods of managing or treating digestive health issues, April 2015
                                      • Diet plans highlighting digestive health as a key to wellness
                                        • Nanojuice highlights gastrointestinal issues; human trials on the horizon
                                        • The Consumer – What You Need to Know

                                          • Majority experience gastrointestinal issues, main causes are diet and stress
                                            • Most sufferers notice discomfort and treat accordingly
                                              • Diet, lifestyle and OTC use is prevalent, supplement appeal is growing
                                              • Gastrointestinal Issues Experienced

                                                • Two-thirds of adults experience digestive issues
                                                  • Figure 23: Gastrointestinal problems experienced in past year, April 2015
                                                • Women are more likely to be impacted by gas/bloating and constipation
                                                  • Young adults’ digestive issues may be sensitive topics
                                                  • Contributors to Gastrointestinal Issues

                                                    • Diet and stress are the leading contributors to digestive imbalance
                                                      • Figure 24: Role of diet and stress on gastrointestinal issues, April 2015
                                                    • Obese adults more likely to link diet with their gastrointestinal issues
                                                    • Gastrointestinal Discomfort Levels

                                                      • Gastrointestinal issues cause sufferers noticeable discomfort
                                                        • Figure 25: Level of discomfort experienced from gastrointestinal issues, by issues experienced in past 12 months, April 2015
                                                      • Discomfort level influences consumers’ approach to treatment
                                                        • Figure 26: Treatment approach to gastrointestinal issues, by level of discomfort, April 2015
                                                    • Approach to Digestive Health Treatment

                                                      • Most adult sufferers choose to treat gastrointestinal discomfort
                                                        • Figure 27: Treatment approach to gastrointestinal issues, by select issues experienced in past 12 months, April 2015
                                                    • Methods of Managing Digestive Health – Medications

                                                      • Appeal of OTC digestive health medications is impacted by need
                                                        • Figure 28: Appeal of OTC medications for managing or treating digestive health issues, April 2015
                                                    • Methods of Managing Digestive Health – Supplements

                                                      • Supplement use is currently limited, yet interest is strong
                                                        • Figure 29: Interest in proactive remedies for managing or treating digestive health issues, April 2015
                                                      • Natural supermarket sales of prebiotics and probiotics indicate mainstream opportunity
                                                        • Figure 30: Natural supermarket sales of digestive health remedies, rolling 52 weeks ending Feb 24, 2013 and Feb 22, 2015
                                                      • Parents are most engaged with supplements and enzymes
                                                        • Figure 31: Usage of and interest in supplements and enzymes for managing or treating digestive health issues, by parent status, April 2015
                                                      • Greater discomfort necessitates the addition of proactive care measures
                                                        • Figure 32: Usage of and interest in supplements and enzymes for managing or treating digestive health issues, by severe/moderate discomfort, April 2015
                                                    • Methods of Managing Digestive Health – Diet and Lifestyle

                                                      • Diet additions, deductions, and exercise are priority for digestive health
                                                        • Figure 33: Diet modifications to manage or treat digestive health issues, April 2015
                                                        • Figure 34: Lifestyle changes to manage or treat digestive health issues, April 2015
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – Market

                                                                  • Sales and forecast
                                                                    • Figure 35: Total US retail sales and forecast of digestive health, at inflation-adjusted prices, 2010-20
                                                                    • Figure 36: Total US retail sales and forecast of digestive health, by segment, at current prices, 2010-20
                                                                  • Retail channels
                                                                    • Figure 37: Total US retail sales of digestive health, by segment, at current prices, 2013 and 2015
                                                                    • Figure 38: Total US retail sales of digestive health, by channel, at current prices, 2010-15
                                                                    • Figure 39: Total US retail sales of digestive health, by channel, at current prices, 2013 and 2015
                                                                  • Natural channel sales
                                                                    • Figure 40: Natural supermarket sales of digestive health products, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 24, 2013 and Feb. 22, 2015
                                                                • Appendix – Key Players

                                                                  • Antacids
                                                                    • Figure 41: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Laxatives
                                                                    • Figure 42: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Stomach remedies/antidiarrheals
                                                                    • Figure 43: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                Companies Covered

                                                                • Walmart Stores (USA)

                                                                Digestive Health - US - July 2015

                                                                £3,199.84 (Excl.Tax)