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Digestive Health - US - July 2017

"The majority of adults experienced some kind of gastrointestinal problem in the last year, and just over half treated their ailment with an OTC (over-the-counter) medication. This denotes a strong base of digestive health consumers for category players. Still, category sales went relatively unchanged from 2016-17 as sales softened in the leading antacid segment. Increased interest and acceptance of proactive digestive health care could provide a needed boost in the coming years."
- Marissa Gilbert, Senior Health & Wellness Analyst

This Report discusses the following key topics:

  • Widespread use and population growth offer stability; declines in antacids stifle performance
  • Lack of perceived need presents challenge 
  • Consumer confusion surrounds proactive care

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Widespread use and population growth offer stability; declines in antacids stifle performance
            • Figure 1: Total US sales and fan chart forecast of digestive health, at current prices, 2012-22
          • Lack of perceived need presents challenge
            • Figure 2: No need to treat digestive health issues with OTC remedies, May 2017
          • Consumer confusion surrounds proactive care
            • Figure 3: Attitudes toward probiotics, May 2017
          • The opportunities
            • Refresh market with innovation and educational marketing strategies
              • Figure 4: Fast acting, long lasting, price, and recommendation OTC selection factors, May 2017
            • Millennials emerge as key group for future market growth
              • Figure 5: Experienced any GI issue (net) and treatment with any OTC medication (net), by generation, May 2017
            • What it means
            • The Market – What You Need to Know

              • Interest in proactive care could revive growth
                • Struggling sales in antacids are reflected in overall market performance
                  • Proactive digestive health can have market implications
                    • Combating nontreatment
                      • Age impacts digestive health issues and treatment
                      • Market Size and Forecast

                        • Static market growth could see future gains from proactive remedies
                          • Figure 6: Total US sales and fan chart forecast of digestive health remedies, at current prices, 2012-22
                          • Figure 7: Total US sales and forecast of digestive health, at current prices, 2012-22
                      • Market Breakdown

                        • Antacids command the majority of market sales
                          • Figure 8: Share of US retail sales of digestive health, by segment, at current prices, 2017
                        • Growth in stomach remedies/antidiarrheals counter declines in antacids
                          • Figure 9: Total US retail sales of digestive health, by segment, at current prices, 2015 and 2017
                        • Natural retailers can attract those interested in proactive digestive health
                          • Figure 10: Total US retail sales of digestive health, by channel, at current prices, 2015 and 2017
                      • Market Perspective

                        • Probiotic sales continue to perform well
                          • Figure 11: Share of US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011-20 (est)
                          • Figure 12: MULO sales of select probiotics, by leading companies and brands, rolling 52 weeks 2016 and 2017
                        • Consumers want to learn more about proactive care
                          • Figure 13: Proactive care, May 2017
                        • Nontreatment is a common reaction to digestive health problems
                          • Figure 14: Ailments experienced in the last 12 months, but did not treat, April 2017
                          • Figure 15: Barriers to treatment, May 2017
                      • Market Factors

                        • Population growth, particularly in adults 25-44, is favorable for market
                          • Figure 16: Any GI issue (net), treat with any OTC medication (net) and experienced any GI issue but did not treat, by age, May 2017
                          • Figure 17: Population aged 18 or older, by age, 2012-22
                        • Engagement among young Millennials offer opportunity
                          • Figure 18: Population by generation, 2012-22
                        • Hispanics offer opportunity for category growth
                          • Figure 19: US Population, by Hispanic origin, 2012-22
                        • Stress can cause digestive health issues
                          • High obesity rates offer stability for digestive health products
                            • Figure 20: Prevalence of obesity among US adults aged 20 and over, 2006-15
                        • Key Players – What You Need to Know

                          • Sales performance of key players yield a mixed bag
                            • Growth in smaller companies outpaces market leaders
                              • Stomach remedies/antidiarrheals offer solid growth
                                • Negative press could be impacting declining sales in antacid PPIs
                                  • Innovation and refreshed marketing strategies
                                  • Manufacturer Sales of Digestive Health Remedies

                                    • P&G struggles while J&J emerges as a standout performer
                                      • Aggregate growth in smaller companies outpace market leaders
                                        • Figure 21: MULO sales of digestive health, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Growth in stomach remedies/antidiarrheals
                                          • Figure 22: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                      • What’s Struggling?

                                        • Sales of PPI antacids decline
                                          • Figure 23: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                          • Figure 24: OTC PPI treatment by ailment, April 2017
                                          • Figure 25: Digestive health frequency self-assessment, by perceptions OTC antacids are for serious digestive health issues, May 2017
                                      • What’s Next?

                                        • Static market craves innovation
                                          • Time is of the essence...no time for tummy troubles
                                            • Product recommendations provide guidance
                                              • Proactive care offers market opportunity
                                                • Be prepared
                                                  • Naturalness = safety
                                                  • The Consumer – What You Need to Know

                                                    • Strong consumer base of GI sufferers
                                                      • Frequency of GI issues increases propensity for treatment
                                                        • Discomfort due to digestive issues increases tendency to take action
                                                          • Barriers to treatment present challenges
                                                            • Fast and quick are top factors, but price is also considered
                                                              • Perception of OTC remedies and proactive care
                                                              • Ailments and Treatment

                                                                • Majority of adults experience GI issues; OTC remedies are the common go-to treatment
                                                                    • Figure 26: Ailments and treatment, May 2017
                                                                  • Adults aged 18-44 most likely to experience digestive health problems
                                                                    • Figure 27: Treatment of any GI issue experienced (net), by age, May 2017
                                                                  • Digestive health problems most pronounced among Hispanic Millennials
                                                                    • Figure 28: Treatment of any GI issue experienced (net), by Hispanic origin and generation, May 2017
                                                                  • Remedies used reflect product positioning claims
                                                                    • Figure 29: Correspondence analysis – Ailments and Treatments, May 2017
                                                                  • Correspondence methodology
                                                                    • Figure 30: Ailments and Treatments, May 2017
                                                                • Digestive Health Frequency Self-assessment

                                                                  • Infrequent digestive health issues are most prevalent
                                                                    • Figure 31: Digestive health frequency self-assessment, May 2017
                                                                  • 25-34s are regular sufferers of digestive health issues
                                                                    • Figure 32: Digestive health frequency self-assessment, by age, May 2017
                                                                  • Those who suffer from regular or constant GI ailments take action
                                                                    • Figure 33: Digestive health frequency self-assessment by any GI ailment (net) and treatment, May 2017
                                                                  • More treatments used to address regular and constant GI issues
                                                                    • Figure 34: Digestive health frequency self-assessment, by repertoire of number of treatments, May 2017
                                                                • Digestive Health Level of Discomfort Self-assessment

                                                                  • Most perceive their discomfort to be mild
                                                                    • Figure 35: Digestive health level of discomfort self-assessment, May 2017
                                                                  • Younger age groups most likely to suffer from moderate discomfort
                                                                    • Figure 36: Digestive health level of discomfort self-assessment, by age, May 2017
                                                                  • Frequency and severity of discomfort align
                                                                    • Figure 37: Digestive health level of discomfort self-assessment by frequency self-assessment, May 2017
                                                                  • Moderate to severe sufferers take action
                                                                    • Figure 38: Digestive health level of discomfort self-assessment by any GI ailment (net) and treatment, May 2017
                                                                  • More treatments used to address moderate to severe discomfort
                                                                    • Figure 39: Digestive health level of discomfort self-assessment, by repertoire of number of treatments, April 2017
                                                                • Barriers to Treatment

                                                                  • No need to treat stands in the way of OTC remedy purchases
                                                                    • Figure 40: Barriers to treatment, May 2017
                                                                  • Under-25s most willing to forgo OTC treatment
                                                                    • Figure 41: Select barriers to treatment, by age, May 2017
                                                                • OTC Selection Factors

                                                                  • Quick and lasting relief are key factors when choosing an OTC remedy
                                                                    • Figure 42: OTC selection factors, by rank, May 2017
                                                                  • 18-24s more influenced by price in OTC selection
                                                                    • Figure 43: OTC selection factors – Any rank (net), by age, May 2017
                                                                  • Black consumers value fast-acting claims
                                                                    • Figure 44: OTC selection factors – Any rank (net), by race/Hispanic origin, May 2017
                                                                • Perceptions of OTC Remedies

                                                                  • Perceptions reflect product positioning and severity of ailment
                                                                    • Figure 45: Correspondence analysis – Perceptions of OTC remedies, April 2017
                                                                  • Correspondence methodology
                                                                    • Figure 46: Perceptions of OTC remedies, April 2017
                                                                  • Constant sufferers perceive OTC antacids as solution for serious issues
                                                                    • Figure 47: Perceptions of OTC antacids, by digestive health frequency self-assessment, May 2017
                                                                  • Moderate to severe sufferers most likely to perceive probiotics as a “fix”
                                                                    • Figure 48: Perceptions of probiotics, by digestive health level of discomfort self-assessment, May 2017
                                                                • Proactive Care

                                                                  • A healthy gut is important for overall health
                                                                    • Figure 49: Proactive care, May 2017
                                                                  • Women are more likely to agree probiotics are essential for gut health
                                                                    • Figure 50: Proactive care, by gender, May 2017
                                                                  • Information gap most pronounced among young adults
                                                                    • Figure 51: Information gap, by age, May 2017
                                                                  • Frequent and severe sufferers take proactive approach to gut health
                                                                    • Figure 52: Digestive health frequency self-assessment, by proactive care, May 2017
                                                                    • Figure 53: Digestive health level of discomfort self-assessment, by proactive care, May 2017
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 54: Total US sales and forecast of digestive health, at inflation-adjusted prices, 2012-22
                                                                                  • Figure 55: Total US retail sales and forecast of digestive health, by segment, at current prices, 2012-22
                                                                                  • Figure 56: Total US retail sales of digestive health, by channel, at current prices, 2012-17
                                                                              • Appendix – Key Players

                                                                                  • Figure 57: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                  • Figure 58: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                              Digestive Health - US - July 2017

                                                                              US $3,995.00 (Excl.Tax)