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Digestive Health - US - July 2016

"After experiencing solid sales in 2014-15, growth in the digestive health market is expected to soften somewhat in 2016. The majority of consumers are turning to some form of OTC (over-the-counter) digestive remedy for treatment, with antacids accounting for the largest share of all digestive health remedy sales. Looking forward, the need for digestive health treatments is not expected to change; however, interest in improving overall digestive health with proactive treatments such as probiotics continues to grow."
- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

  • Market sales soften after two years of strong growth
  • Some adults opting not to treat digestive issues
  • Safety concerns exist over the long-term health effects of OTC product use

This Report focuses on products marketed for digestive health or digestive relief that are available OTC/without a prescription.

For the purposes of this Report, the digestive health market has been segmented as follows:

  • Antacids: Products that neutralize excess stomach acid and relieve heartburn, sour stomach, or acid indigestion. Including:
  • PPI (proton pump inhibitors): Products that reduce the production of acid by blocking the enzyme in the wall of the stomach that produces acid.
  • H2 blockers: Products that reduce or inhibit the secretion of gastric acid by binding competitively with histamine to H2 receptors on cell membranes.
  • Antiflatulents: Products that help reduce gas buildup and its associated discomfort.
  • Laxatives: Products that relieve constipation and work in one of several ways, either by introducing fiber to the bowel, stimulating the bowel, or softening stools.
  • Stomach remedies and antidiarrheals: Products that relieve general nausea and settle the stomach and products that slow spasms of the intestine and thicken stool.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Market sales soften after two years of strong growth
            • Figure 1: Total US sales and fan chart forecast of digestive health, at current prices, 2011-21
          • Some adults opting not to treat digestive issues
            • Figure 2: Ailments experienced in the last 12 months, but did not treat, May 2016
          • Safety concerns exist over the long-term health effects of OTC product use
            • Figure 3: Concern about health effects of H2 blockers and PPIs, May 2016
          • The opportunities
            • Adults experience more than one ailment; tap into need for multisymptom products
              • Figure 4: Repertoire of ailments experienced, by any ailment, May 2016
            • Consumers are turning to product labels for information
              • Figure 5: Seek out information on package and in-store signage, May 2016
            • Offer alternative product flavors to appeal to target group of sufferers
              • Figure 6: Interest in flavors, by age, May 2016
            • What it means
            • The Market – What You Need To Know

              • Sales expected to soften in 2016; future growth steady
                • Antacid sales dominate, yet a smaller segment of the market and retail channel are bringing in growth
                  • Probiotic sales are booming; potential implications for digestive health market
                    • Some adults choose to skip treatment
                      • Age impacts digestive health issues and treatment
                        • High stress and obesity levels are a positive indicator for digestive health market
                        • Market Size and Forecast

                          • Sales soften somewhat after two years of strong growth
                            • Figure 7: Total US sales and fan chart forecast of digestive health, at current prices, 2011-21
                            • Figure 8: Total US sales and forecast of digestive health, at current prices, 2011-21
                        • Market Breakdown

                          • Antacids dominate the market; stomach remedies experiencing lift
                            • Figure 9: Total US retail sales of digestive health, by segment, at current prices, 2011-21
                          • Supermarket sales pick up
                            • Figure 10: Total US retail and percentage change of digestive health sales, by channel, at current prices, 2014 and 2016
                          • Probiotics (and prebiotics) dominate natural channel sales
                            • Figure 11: Natural supermarket sales of digestive health products, by segment, at current prices, rolling 52 weeks 2014 and 2016
                        • Market Perspective

                          • Probiotic sales are booming; impacts reactive treatment needs
                            • Figure 12: MULO sales of select probiotics products, rolling 52 weeks 2015 and 2016
                          • Some adults are choosing not to treat their digestive issues
                            • Figure 13: Ailments experienced in the last 12 months, but did not treat, May 2016
                        • Market Factors

                          • Age factors into who experiences and treats digestive health issues
                            • Figure 14: Ailments experienced in the last 12 months, by age, May 2016
                            • Figure 15: Share of population 18+, by age, 2011-21
                          • What comes first? Stress or digestive distress?
                            • Obesity rates are still on the rise
                              • Figure 16: Prevalence of obesity among US adults aged 20 and over, 2006-15
                          • Key Players – What You Need to Know

                            • P&G leads the digestive health market; Pfizer continues making headway
                              • Nexium 24HR continues to boost the antacids segment; laxatives segment has positive growth
                                • Negative press and misuse of medications could impact sales
                                  • Mylanta returns to shelves and multisymptom products could lift usage
                                  • Manufacturer Sales of Digestive Health Remedies

                                    • P&G leads the market; Pfizer continues on its successful path
                                      • Figure 17: Manufacturer sales of digestive health remedies, 2015 and 2016
                                  • What’s Working?

                                    • Pfizer’s Nexium 24HR takes over as leading PPI antacid
                                      • Figure 18: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                    • Laxative segment bolstered by top brand and smaller player
                                      • Figure 19: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                  • What’s Struggling?

                                    • Negative press surrounds some types of antacids
                                      • Imodium sales experience notable boost; however success could be tied to a surge in harmful usage
                                        • Figure 20: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                    • What’s Next?

                                      • Mylanta returns to shelves with improved taste and new products
                                        • Figure 21: Interest in flavors and formats, by select product types, May 2016
                                      • Promoting multisymptom relief could increase OTC remedy use
                                      • The Consumer – What You Need to Know

                                        • Digestive health issues are common among adults, particularly 25-44- year-olds
                                          • A personal reference is just as likely to be sought as information online
                                            • Some digestive issues could be controlled or prevented, yet can be unexpected
                                              • Consumers have no concerns with digestive health aisle; but are not exploring
                                                • Safety concerns of antacids, H2 blockers, and PPIs exist
                                                  • Fruit flavors, dissolvable tablets, and chewy formats are familiar and appealing
                                                    • Proactive digestive health care has wide appeal
                                                    • Ailments and Treatment

                                                        • Digestive health issues are common among adults
                                                          • Figure 22: Type of treatments used for any digestive health issues, May 2016
                                                          • Figure 23: Incidence and treatment of digestive health issues, by ailments, May 2016
                                                        • Ailment and treatment align
                                                          • Figure 24: Correspondence analysis of ailments and treatments, May 2016
                                                        • Correspondence methodology
                                                          • More than half of adults experience three or more ailments
                                                            • Figure 25: Repertoire of ailments experienced, by ailments, May 2016
                                                          • Adults aged 25-44 most likely to experience digestive health problems
                                                            • Figure 26: Ailments experienced, by age, May 2016
                                                        • Sources of Information

                                                            • A personal reference is just as likely to be sought out as information online
                                                              • Figure 27: Sources of information, May 2016
                                                              • Figure 28: Seek out medical professional, family/friends, select online sources, by age, May 2016
                                                            • Consumers are looking at product labels to aid in treatment choice
                                                              • Figure 29: Seek information on package and in-store signage, May 2016
                                                            • One fifth of consumers are not seeking out information for treatment
                                                              • Figure 30: Do not seek out information for treatment, by age, May 2016
                                                          • Attitudes toward Digestive Health

                                                              • Digestive issues can be controlled, yet the unexpected is expected
                                                                • Figure 31: Management of digestive health issues, by age, May 2016
                                                              • Some people acknowledge they could prevent digestive issues
                                                                • Figure 32: Ways to alleviate digestive health issues, by gender and age, May 2016
                                                              • Consumers can navigate the digestive health aisle; but are not exploring
                                                                • Figure 33: Purchasing attitudes and behaviors of digestive health remedies, by age, May 2016
                                                            • Perceptions of Antacids and Acid Reducers

                                                                • Concerns exist over the long-term effects; consumers seek information
                                                                  • Figure 34: Concern and more information needed about H2 blockers and PPIs, by gender and age, May 2016
                                                                • Safety concerns of antacids may exist, but the efficacy is not in question
                                                                  • Figure 35: Perceptions of antacids, by gender and age and antacid usage, May 2016
                                                                • Current remedy usage impacts perception of product strength
                                                                  • Figure 36: Medication strength, by attitudes toward digestive health and antacid usage, May 2016
                                                              • Interest in Formats and Flavors

                                                                  • Fruit flavors are familiar and most appealing
                                                                    • Figure 37: Interest in flavors, by product types, May 2016
                                                                  • Dissolvable tablets and gummy/chewy most appealing formats
                                                                    • Figure 38: Interest in formats, by product types, May 2016
                                                                  • Adults aged 25-34 express more interest in alternative flavors
                                                                    • Figure 39: Interest in flavors, by age, May 2016
                                                                    • Figure 40: Interest in select formats, by age, May 2016
                                                                • Proactive Digestive Health Care

                                                                    • Proactive health supplements are a safe digestive health treatment
                                                                      • Figure 41: Agreement prebiotics, probiotics, and fiber supplements are a safe way of treating digestive health issues and agreement with caution not to mix treatments, May 2016
                                                                    • Probiotic use could be tied to preparing for the worst
                                                                      • Figure 42: Attitudes toward probiotics, by age, May 2016
                                                                    • Fiber is a tool for digestive health; used less for weight loss
                                                                      • Figure 43: Attitudes toward fiber supplements, May 2016
                                                                    • In-store location of proactive digestive supplements not entirely clear
                                                                      • Figure 44: Locating proactive care products in store, by gender and age and fiber product users, May 2016
                                                                    • More education on prebiotics needed
                                                                      • Figure 45: Attitudes toward prebiotics, by past 12 month fiber-product users, May 2016
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                    • Figure 46: Total US sales and forecast of digestive health at inflation-adjusted prices, 2011-21
                                                                                    • Figure 47: Total US retail sales and forecast of digestive health, by segment, at inflation-adjusted prices, 2011-21
                                                                                    • Figure 48: Total US retail sales of digestive health, by segment, at current prices, 2014 and 2016
                                                                                    • Figure 49: Total US retail sales of digestive health, by channel, at current prices, 2011-16
                                                                                • Appendix – Key Players

                                                                                    • Figure 50: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                    • Figure 51: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                    • Figure 52: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                Companies Covered

                                                                                • Walmart Stores (USA)

                                                                                Digestive Health - US - July 2016

                                                                                £3,277.28 (Excl.Tax)