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Gastrointestinal Remedies - UK - May 2016

“Sales of gastrointestinal remedies have surged in recent years as consumers have become increasingly aware of their diet and digestive health. However, along with a growing awareness of health issues comes a greater desire to treat illness through dietary changes rather than reaching for medications, which is a challenge for the market in years to come. Falling investment in NPD (New Product Development) is also likely to impact consumer engagement, which could in turn lead to a downturn in sales, highlighting the importance of innovation to the category.”
– Jack Duckett, Consumer Lifestyles Analyst

This report discusses the following key topics:

  • Driving usage through preparatory purchases
  • Stimulating growth through brand extension 
  • Digital educational initiatives

Increased consumer emphasis on healthy eating could see more people look for dietary solutions to their GI ailments, lessening demand for targeted remedies. As such, brands could benefit from product innovation and marketing to help promote a more holistic approach to health.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • GI remedies market enjoys strong value sales growth
            • Figure 1: Best- and worst-case forecast of UK value sales of gastrointestinal remedies, 2010-20
          • Launch activity tumbles
            • Figure 2: New product launches in the gastrointestinal remedies market, by launch type, 2012-15
          • Treating GI health issues
            • Figure 3: Experience of gastrointestinal health problems and treatments used, February 2016
          • Stress proves leading cause of GI health problems
            • Figure 4: Factors contributing to experience of GI problems in the last 12 months, February 2016
          • Controlling GI problems with diet
            • Figure 5: Attitudes towards treating GI health problems, February 2016
          • GI preparation limited
            • Figure 6: Attitudes towards GI remedies, February 2016
          • What we think
          • Issues and Insights

            • Driving usage through preparatory purchases
              • The facts
                • The implications
                  • Stimulating growth through brand extension
                    • The facts
                      • The implications
                        • Digital educational initiatives
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • GI remedies market enjoys strong value sales growth
                                • Indigestion remedies drive market growth
                                  • Supermarkets and chemists dominate sales
                                    • Baby boom slows
                                      • GI prescriptions continue to rise
                                        • Healthy eating boom
                                          • Indigestion remedies linked to dementia
                                          • Market Size and Forecast

                                            • GI remedies market enjoys strong value sales growth
                                              • Figure 7: UK retail value sales of gastrointestinal remedies, at current and constant prices, 2010-20
                                            • Innovation could boost category
                                              • Figure 8: Best- and worst-case forecast of UK value sales of gastrointestinal remedies, 2010-20
                                          • Segment Performance

                                            • Indigestion remedies drive market growth
                                              • Figure 9: UK retail value sales of gastrointestinal remedies, by segment, 2014-15
                                            • Sales of IBS remedies continue to grow
                                            • Channels to Market

                                              • Supermarkets and chemists dominate sales
                                                  • Figure 10: UK retail value sales of gastrointestinal remedies, by outlet type, 2014-15
                                                • Discounters continue to grow share
                                                • Market Drivers

                                                  • Ageing population
                                                    • Figure 11: Trends in the age structure of the UK population, 2010-20
                                                  • Baby boom slows
                                                    • Figure 12: Trends in the number of live births, England and Wales, 2004-14
                                                  • GI prescriptions continue to rise
                                                    • Figure 13: Number of gastrointestinal prescription items dispensed, 2009-14
                                                  • War on sugar
                                                    • Figure 14: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
                                                  • Healthy eating gathers more momentum
                                                    • Foreign travel declines in 2015
                                                      • Figure 15: UK residents’ visits abroad, by month, December 2013-December 2015
                                                    • Indigestion remedies linked to dementia
                                                    • Key Players – What You Need to Know

                                                      • Own-label continues to claw share from independent brands
                                                        • Launch activity tumbles
                                                          • Brands continue to grow share of NPD
                                                            • Botanical claims signal shift towards natural
                                                              • Pfizer launches Nexium Control product
                                                                • Exploring alternative advertising channels
                                                                • Market Share

                                                                  • Own-label continues to claw share from independent brands
                                                                    • Figure 16: UK retail value sales of gastrointestinal remedies, by brand, years ending January 2015 and 2016
                                                                  • Gaviscon dominates value sales
                                                                  • Launch Activity and Innovation

                                                                    • Launch activity tumbles
                                                                      • Figure 17: New product launches in the gastrointestinal remedies market, by launch type, 2012-15
                                                                    • Ingestible remedies dominate GI market
                                                                      • Figure 18: New product launches in the gastrointestinal remedies market, by format type, 2012-15
                                                                    • Brands continue to grow share of NPD
                                                                      • Figure 19: New product launches in the gastrointestinal remedies market, branded vs own-label, 2012-15
                                                                    • Botanical claims signal shift towards natural
                                                                    • Brand Communication and Promotion

                                                                      • Boom in advertising spend
                                                                        • Figure 20: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, 2012-15
                                                                      • Alternative advertising channels
                                                                        • Figure 21: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, by media type, 2012-15
                                                                      • Reckitt Benckiser leads adspend in GI category
                                                                        • Figure 22: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, by top 10 advertisers, 2012-15
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 23: Attitudes towards and usage of selected brands, March 2016
                                                                          • Key brand metrics
                                                                            • Figure 24: Key metrics for selected brands, March 2016
                                                                          • Brand attitudes: Gaviscon scores highly for quality
                                                                            • Figure 25: Attitudes, by brand, March 2016
                                                                          • Brand personality: Rennie suffers “tired” brand image
                                                                            • Figure 26: Brand personality – Macro image, March 2016
                                                                          • Boots Pharmaceuticals seen as classic
                                                                            • Figure 27: Brand personality – Micro image, March 2016
                                                                          • Brand analysis
                                                                            • Gaviscon enjoys almost universal awareness
                                                                              • Figure 28: User profile of Gaviscon, March 2016
                                                                            • 83% would recommend Imodium
                                                                              • Figure 29: User profile of Imodium, March 2016
                                                                            • Boots Pharmaceuticals proves most trusted brand
                                                                              • Figure 30: User profile of Boots Pharmaceuticals, March 2016
                                                                            • Rennie brand could benefit from product innovation
                                                                              • Figure 31: User profile of Rennie, March 2016
                                                                            • Senokot proves less well known
                                                                              • Figure 32: User profile of Senokot, March 2016
                                                                            • Opportunities for Buscopan to shed niche image
                                                                              • Figure 33: User profile of Buscopan, March 2016
                                                                          • The Consumer – What You Need to Know

                                                                            • Experience of GI health issues
                                                                              • Young adults turn to diet to fix their GI issues
                                                                                • Stress proves leading cause of GI health problems
                                                                                  • 16-24s most prone to viral gastrointestinal ailments
                                                                                    • Further opportunities for food education
                                                                                      • Responsibility for buying GI remedies
                                                                                        • GI preparation limited
                                                                                          • Branded vs own-label
                                                                                            • GI education
                                                                                            • Experience of GI Ailments and Treatments Used

                                                                                              • Experience of GI health issues
                                                                                                • Figure 34: Experience of gastrointestinal health problems in the past 12 months, February 2016
                                                                                              • Experience by age
                                                                                                • Figure 35: Experience of gastrointestinal health problems in the past 12 months, by age, February 2016
                                                                                              • Women more likely to experience GI issues
                                                                                                • Figure 36: Experience of gastrointestinal health problems, by gender, February 2016
                                                                                              • Treating GI health issues
                                                                                                • Figure 37: Experience of gastrointestinal health problems and treatments used, February 2016
                                                                                              • Young adults turn to diet to fix their GI issues
                                                                                                • Figure 38: Proportion of adults using diet to treat experience of gastrointestinal health problems, by age, February 2016
                                                                                            • Factors Contributing to Experience of GI Problems

                                                                                              • Stress proves leading cause of GI health problems
                                                                                                • Figure 39: Factors contributing to experience of GI problems in the last 12 months, February 2016
                                                                                              • Over a quarter of sufferers cite poor diet as a cause
                                                                                                • Figure 40: Proportion of adults citing “poor diet” as a cause of GI problems in the last 12 months, by gender and age, February 2016
                                                                                              • Young adults prove most prone to viral gastrointestinal ailments
                                                                                                • Figure 41: Proportion of adults who cite a virus as a factor behind their experience of GI problems in the last 12 months, by age, February 2016
                                                                                            • Attitudes towards Treating GI Problems

                                                                                              • Controlling GI problems with diet
                                                                                                • Figure 42: Attitudes towards treating GI health problems, February 2016
                                                                                              • A natural approach
                                                                                                • Figure 43: Attitudes towards treating GI health problems (continued), February 2016
                                                                                              • Boosting trust in exercise as a remedy
                                                                                                • Figure 44: Attitudes towards exercise to treat GI health problems, February 2016
                                                                                            • Shopping for GI Remedies

                                                                                              • Responsibility for buying GI remedies
                                                                                                • Figure 45: Proportion of adults who have bought GI remedies in the last 12 months, by gender, February 2016
                                                                                              • Purchase channel
                                                                                                • Figure 46: Channels used to purchase GI remedies in the last 12 months, February 2016
                                                                                            • General Attitudes towards GI Remedies

                                                                                              • GI preparation limited
                                                                                                • Figure 47: Attitudes towards accessibility of GI remedies, February 2016
                                                                                              • Encouraging young adults to stock up on GI remedies
                                                                                                • Figure 48: Selected attitudes towards GI remedies, by age, February 2016
                                                                                              • Branded vs own-label
                                                                                                • Figure 49: Attitudes towards selecting GI remedies, February 2016
                                                                                              • GI education
                                                                                                • Figure 50: Attitudes towards treating GI issues, February 2016
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology
                                                                                                    • Forecast methodology
                                                                                                      • Brand research
                                                                                                        • Brand map
                                                                                                          • Correspondence analysis
                                                                                                          • Appendix – The Market

                                                                                                              • Figure 51: UK retail value sales of gastrointestinal remedies, by segment, 2013-15
                                                                                                          • Appendix – Key Players

                                                                                                            • Indigestion remedies
                                                                                                              • Figure 52: UK retail value sales of indigestion remedies, by brand, years ending January 2015 and 2016
                                                                                                            • Anti-diarrhoeals
                                                                                                              • Figure 53: UK retail value sales of diarrhoea remedies, by brand, years ending January 2015 and 2016
                                                                                                            • Laxatives
                                                                                                              • Figure 54: UK retail value sales of laxatives, by brand, years ending January 2015 and 2016
                                                                                                            • Stomach upset remedies
                                                                                                              • Figure 55: UK retail value sales of stomach upset remedies, by brand, years ending January 2015 and 2016
                                                                                                            • Irritable bowel syndrome remedies
                                                                                                              • Figure 56: UK retail value sales of IBS remedies, by brand, years ending January 2015 and 2016

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Gastrointestinal Remedies - UK - May 2016

                                                                                                          £1,995.00 (Excl.Tax)