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Gastrointestinal Remedies - UK - November 2012

“The outlook for the gastrointestinals market is lacklustre with value sales struggling to gain momentum hampered by low and declining usage, lack of targeted product development and own label activity. However, there are stimuli that could positively shape the market but brands need to radically review the orientation of launch activity and inject more creativity and innovation into the category.”

– Alexandra Richmond, Head of Beauty and Personal Care

Some questions answered in this report include:

  • What can be done to narrow the gap between suffering and usage?
  • How can the market encourage greater usage?
  • How to better meet the need for advice, guidance and diagnosis?
  • How to harness the influence of friends and family?

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case scenario for retail value sales of gastrointestinal remedies, 2007-17
              • Market factors
                • Figure 2: Method of managing gastrointestinal complaints, September 2012
              • Companies, brands and innovation
                • Figure 3: UK value sales of gastrointestinal remedies, by company, year ending August 2012
              • The consumer
                • Figure 4: Experience of gastrointestinal problems in the past 12 months, September 2012
              • What we think
              • Issues in the Market

                  • What can be done to narrow the gap between suffering and usage?
                    • How can the market encourage greater usage?
                      • How to better meet the need for advice, guidance and diagnosis?
                        • How to harness the influence of friends and family?
                        • Trend Application

                            • Trend: Cool Vending
                              • Trend: Open Diary
                                • 2015 Trend: Old Gold
                                • Market Drivers

                                  • Key points
                                    • Reaching out to an ageing population
                                      • Figure 5: Trends in the age structure of the UK population, 2007-17
                                    • 25-34-year-olds – a challenge and an opportunity
                                      • Socio-economic groups – opportunities for industry growth
                                        • Figure 6: Forecast adult population trends, by socio-economic group, 2007-17
                                      • Healthy eating on the decline
                                        • Figure 7: Attitudes towards diet and health, 2007-12
                                      • IBS – more women suffer than men
                                        • Gastrointestinal remedies and the NHS
                                          • Figure 8: Index of gastrointestinal prescription items dispensed against total prescription items dispensed in England, 2008-12
                                        • Probiotics: functional food or gastrointestinal remedy?
                                          • Figure 9: Trends in purchase of food and drink with added health benefits (eg pro-biotic, omega 3 or cholesterol lowering), 2008-12
                                        • Increase in gastrointestinal complaints
                                          • Figure 10: Complaints suffered from in the last 12 months, 2007-12
                                        • Seasonal profile
                                          • Figure 11: Complaints suffered from in the last 4 weeks, 2007-12
                                        • Doctors in decline for diagnoses
                                          • Figure 12: Sources used for information, advice or diagnosis in the last 12 months, 2008-12
                                        • Above average need for guidance among sufferers of gastrointestinal complaints
                                        • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Tablets dominate launch activity
                                                  • Figure 13: New product activity in gastrointestinal remedies, by format, Jan 2009-Jul 2012
                                                • Chewable but not chewy
                                                  • Non-ingested formats emerge
                                                    • Figure 14: New product activity in gastrointestinal remedies, % share by top ten claims, Jan 2011-Jul 2012
                                                  • More flavour to savour
                                                    • Figure 15: New product activity in gastrointestinal remedies, % share by top ten flavours, Jan 2011-Jul 2012
                                                  • Grocery multiples lead product development
                                                    • Figure 16: New product activity in gastrointestinal remedies, by top five companies, Jan 2011-Jul 2012
                                                    • Figure 17: New product activity in gastrointestinal remedies, by top ten brands, Jan-Jul 2012
                                                  • Own-labels to the fore
                                                    • Getting emotional
                                                      • Segmentation by demographics
                                                        • Ready to go
                                                          • Updating and repackaging
                                                            • What next?
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Value sales
                                                                  • Figure 18: UK retail value sales of gastrointestinal remedies at current and constant prices, 2007-17
                                                                • Market conditions hamper growth
                                                                  • The future
                                                                    • Figure 19: Best- and worst-case scenario for retail value sales of gastrointestinal remedies, 2007-17
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Indigestion remedies dominate value sales
                                                                        • Figure 20: UK estimated retail value sales of gastrointestinal remedies, by segment, 2010-12 (year ending August)
                                                                      • Irritable Bowel Syndrome – strong growth in value sales
                                                                      • Market Share

                                                                        • Key points
                                                                          • Top five companies generate over 70% of sales
                                                                            • Figure 21: UK estimated value sales of gastrointestinal remedies, by company, 2011-12 (year ending August)
                                                                          • Own-labels – potential for growth
                                                                            • Gaviscon and Rennie dominate indigestion remedies
                                                                              • Figure 22: UK estimated value sales of indigestion remedies, by brand, 2011-12 (year ending August)
                                                                            • Imodium leads the pack in anti-diarrhoeals
                                                                              • Figure 23: UK estimated value sales of anti-diarrhoeals, by brand, 2011-12 (Year ending August)
                                                                          • Companies and Products

                                                                            • Bayer Healthcare
                                                                                • Figure 24: Products launched by Bayer Healthcare, Nov 2010-Jul 2012
                                                                              • Reckitt Benckiser Group plc
                                                                                  • Figure 25: Products launched by Reckitt Benckiser, Nov 2010-Jul 2012
                                                                                • Johnson & Johnson
                                                                                  • Boehringer Ingelheim
                                                                                      • Figure 26: Products launched by Boehringer Ingelheim, Oct 2010-Jul 2012
                                                                                    • GlaxoSmithKline
                                                                                      • Procter & Gamble
                                                                                        • Sanofi
                                                                                          • Boots
                                                                                              • Figure 27: Products launched by Boots, Feb 2011-Jul 2012
                                                                                            • Other companies
                                                                                              • Galpharm
                                                                                                • SSL International
                                                                                                  • Thornton & Ross
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • High adspend/sales ratio
                                                                                                        • Figure 28: Topline adspend of gastrointestinal remedies, Jan 2008-Aug 2012
                                                                                                      • Shifting strategies
                                                                                                        • Reckitt Benckiser dominates adpsend
                                                                                                          • Figure 29: Main monitored media advertising spend on gastrointestinal remedies, by the top five advertisers, Jan-August 2012
                                                                                                        • TV dominates adspend
                                                                                                          • Figure 30: Main monitored media advertising spend on gastrointestinal remedies, by media type, Jan 2008-Aug 2012
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Convenience and own-label innovation drive supermarket sales
                                                                                                            • Figure 31: UK estimated value sales of gastrointestinal remedies, by channel, 2010-12 (year ending August)
                                                                                                          • Chemists and drugstores under pressure
                                                                                                            • Other channels
                                                                                                            • Consumer Experience of Gastrointestinal Complaints

                                                                                                              • Key points
                                                                                                                • Experience of gastrointestinal problems
                                                                                                                  • Figure 32: Experience of gastrointestinal problems in the past 12 months, September 2012
                                                                                                                • Occasional rather than frequent suffering
                                                                                                                  • Mums most at risk of illness
                                                                                                                    • Four in ten people suffer diarrhoea but few take a remedy
                                                                                                                      • Link between poor diet and indigestion
                                                                                                                        • Mental block on buying constipation remedies
                                                                                                                          • Mums bear the brunt of the bugs
                                                                                                                            • Figure 33: Number of gastrointestinal problems suffered from in the last 12 months, September 2012
                                                                                                                          • More suffering = more research and information
                                                                                                                            • Disconnect between sufferers and treatment of indigestion and heartburn
                                                                                                                              • Figure 34: Number of times that people have suffered from or taken remedies for indigestion and heartburn, 2010-12
                                                                                                                            • Number of remedies peaks at 5
                                                                                                                              • Usage peaks for indigestion and heartburn
                                                                                                                                • Figure 35: Conditions products used to treat 2011-12
                                                                                                                            • Consumer Management of Gastrointestinal Complaints

                                                                                                                              • Key points
                                                                                                                                • GI remedies seen as a last resort
                                                                                                                                  • Figure 36: Method of managing gastrointestinal complaints, September 2012
                                                                                                                                • Consumers making the link between digestion and diet
                                                                                                                                    • Figure 37: Demographic profile of sufferers of gastrointestinal remedies who eat what they want knowing that they’ll suffer the consequences later, September 2012
                                                                                                                                  • High regard for own brands
                                                                                                                                    • Usage in decline
                                                                                                                                        • Figure 38: Frequency of using products for digestive problems, 2007-12
                                                                                                                                      • Families matter
                                                                                                                                      • Consumer Usage of Gastrointestinal Remedies and Formats

                                                                                                                                        • Key points
                                                                                                                                          • Consumer use of remedies
                                                                                                                                            • Figure 39: Use of gastrointestinal remedies, September 2012
                                                                                                                                          • Discrepancy between suffering and usage
                                                                                                                                            • Over-consumption of antacids
                                                                                                                                              • Tablets are most popular format
                                                                                                                                                • Figure 40: Types of products used for digestive problems, 2007-12
                                                                                                                                              • Potential for more innovation in formats
                                                                                                                                              • Factors Informing Purchase of Gastrointestinal Remedies

                                                                                                                                                • Key points
                                                                                                                                                  • Factors informing purchase
                                                                                                                                                    • Figure 41: Factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                  • Recommendation, recommendation, recommendation
                                                                                                                                                    • The value placed on friends and family
                                                                                                                                                      • Looking to the media
                                                                                                                                                        • Purchase considerations
                                                                                                                                                          • Figure 42: Influencing factors when buying gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                        • FSTR HYPR
                                                                                                                                                          • Doubling or tripling the impact
                                                                                                                                                            • Brand name less important than price
                                                                                                                                                              • Format over flavour
                                                                                                                                                                • Low interest in herbal and natural products
                                                                                                                                                                • Consumer Typologies

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 43: Consumer target groups, September 2012
                                                                                                                                                                    • Group 1 – Diet-controlled (32%)
                                                                                                                                                                      • Who are they?
                                                                                                                                                                        • Group 2 – Last resort (31%)
                                                                                                                                                                          • Who are they?
                                                                                                                                                                            • Group 3 – Always Prepared (23%)
                                                                                                                                                                              • Who are they?
                                                                                                                                                                                • Group 4 – Eat It Anyway (14%)
                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                      • Figure 44: Attitudes towards diet and health, by demographics, 2012
                                                                                                                                                                                      • Figure 45: Attitudes towards diet and health, by demographics, 2012 (continued)
                                                                                                                                                                                      • Figure 46: Complaints suffered from in the last 12 months, by demographics, 2012
                                                                                                                                                                                      • Figure 47: Complaints suffered from in the last 4 weeks, by demographics, 2012
                                                                                                                                                                                  • Appendix – Consumer Experience of Gastrointestinal Complaints

                                                                                                                                                                                      • Figure 48: Experience of gastrointestinal problems, September 2012
                                                                                                                                                                                      • Figure 49: Experience of gastrointestinal bowel pain, by demographics, September 2012
                                                                                                                                                                                      • Figure 50: Experience of gastrointestinal constipation, by demographics, September 2012
                                                                                                                                                                                      • Figure 51: Experience of gastrointestinal diarrhoea, by demographics, September 2012
                                                                                                                                                                                      • Figure 52: Experience of gastrointestinal haemorrhoids or piles, by demographics, September 2012
                                                                                                                                                                                      • Figure 53: Experience of gastrointestinal heartburn, acid reflux or stomach ulcer, by demographics, September 2012
                                                                                                                                                                                      • Figure 54: Experience of gastrointestinal indigestion, by demographics, September 2012
                                                                                                                                                                                      • Figure 55: Experience of gastrointestinal irritable bowel syndrome (IBS), by demographics, September 2012
                                                                                                                                                                                      • Figure 56: Experience of gastrointestinal sickness or nausea, by demographics, September 2012
                                                                                                                                                                                      • Figure 57: Experience of gastrointestinal stomach cramps (not including menstrual cramps), by demographics, September 2012
                                                                                                                                                                                      • Figure 58: Experience of gastrointestinal wind, bloating, or flatulence, by demographics, September 2012
                                                                                                                                                                                      • Figure 59: Experience of gastrointestinal worms or other intestinal parasites, by demographics, September 2012
                                                                                                                                                                                    • Number of gastrointestinal problems
                                                                                                                                                                                      • Figure 60: Number of gastrointestinal problems, by demographics, September 2012
                                                                                                                                                                                      • Figure 61: Experience of gastrointestinal problems, by number of gastrointestinal problems, September 2012
                                                                                                                                                                                      • Figure 62: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by number of gastrointestinal problems, September 2012
                                                                                                                                                                                  • Appendix – Consumer Management of Gastrointestinal Complaints

                                                                                                                                                                                      • Figure 63: Method of managing gastrointestinal complaints, September 2012
                                                                                                                                                                                      • Figure 64: Methods of managing gastrointestinal complaints, by demographics, September 2012
                                                                                                                                                                                      • Figure 65: Methods of managing gastrointestinal complaints, by demographics, September 2012 (continued)
                                                                                                                                                                                  • Appendix – Consumer Usage of Gastrointestinal Remedies and Formats

                                                                                                                                                                                    • Types of products
                                                                                                                                                                                      • Figure 66: Use of gastrointestinal remedies, September 2012
                                                                                                                                                                                      • Figure 67: Use of gastrointestinal remedies, by demographics, September 2012
                                                                                                                                                                                      • Figure 68: Use of gastrointestinal remedies, by demographics, September 2012 (continued)
                                                                                                                                                                                    • Number of gastrointestinal remedies used
                                                                                                                                                                                      • Figure 69: Number of gastrointestinal remedies, by demographics, September 2012
                                                                                                                                                                                      • Figure 70: Use of gastrointestinal remedies, by number of gastrointestinal remedies, September 2012
                                                                                                                                                                                      • Figure 71: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by number of gastrointestinal remedies, September 2012
                                                                                                                                                                                  • Appendix – Factors Informing Purchase of Gastrointestinal Remedies

                                                                                                                                                                                      • Figure 72: Factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 73: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 74: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by demographics, September 2012 (continued)
                                                                                                                                                                                      • Figure 75: Other factors prompting purchase of gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 76: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 77: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012 (continued)
                                                                                                                                                                                      • Figure 78: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012 (continued)
                                                                                                                                                                                      • Figure 79: Method of managing gastrointestinal complaints, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 80: Method of managing gastrointestinal complaints, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012 (continued)
                                                                                                                                                                                      • Figure 81: Method of managing gastrointestinal complaints, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012 (continued)
                                                                                                                                                                                      • Figure 82: Influencing factors when buying gastrointestinal remedies in the last 12 months, by factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 83: Influencing factors when buying gastrointestinal remedies in the last 12 months, by next most popular factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 84: Influencing factors when buying gastrointestinal remedies in the last 12 months, by other factors prompting purchase of gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 85: Influencing factors when buying gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                      • Figure 86: Importance of brand name when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 87: Importance of does not cause side-effects when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 88: Importance of easy to use when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 89: Importance of fast-acting when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 90: Importance of flavour when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 91: Importance of has been recommended when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 92: Importance of herbal/natural when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 93: Importance of lowest price when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 94: Importance of special offer/promotion when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 95: Importance of something I have used before when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 96: Importance of format influencing when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                    • Number of influencing factors when buying gastrointestinal remedies
                                                                                                                                                                                      • Figure 97: Number of influencing factors when buying gastrointestinal remedies in the last 12 months, by demographics, September 2012
                                                                                                                                                                                      • Figure 98: Influencing factors when buying gastrointestinal remedies in the last 12 months, by number of influencing factors when buying gastrointestinal remedies in the last 12 months, September 2012
                                                                                                                                                                                  • Appendix – Consumer Typologies

                                                                                                                                                                                      • Figure 99: Target groups, by demographics, September 2012
                                                                                                                                                                                      • Figure 100: Method of managing gastrointestinal complaints, by target groups, September 2012
                                                                                                                                                                                      • Figure 101: Experience of gastrointestinal problems, by target groups, September 2012
                                                                                                                                                                                      • Figure 102: Number of gastrointestinal problems, by target groups, September 2012
                                                                                                                                                                                      • Figure 103: Use of gastrointestinal remedies, by target groups, September 2012
                                                                                                                                                                                      • Figure 104: Number of different types of gastrointestinal remedies used, by target groups, September 2012
                                                                                                                                                                                      • Figure 105: Factors prompting purchase of gastrointestinal remedies in the last 12 months, by target groups, September 2012
                                                                                                                                                                                      • Figure 106: Influencing factors when buying gastrointestinal remedies in the last 12 months, by target groups, September 2012

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                                  • Alliance Boots UK Retail
                                                                                                                                                                                  • BabyCenter, L.L.C.
                                                                                                                                                                                  • Bayer AG
                                                                                                                                                                                  • Boerhinger Ingelheim Ltd (UK)
                                                                                                                                                                                  • Coca-Cola Enterprises Ltd
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • GlaxoSmithKline Plc
                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                  • Johnson & Johnson Ltd
                                                                                                                                                                                  • Lifescan
                                                                                                                                                                                  • McNeil Healthcare (UK) Limited
                                                                                                                                                                                  • Ogilvy & Mather (UK)
                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                                                                  • Reckitt Benckiser plc
                                                                                                                                                                                  • Sanofi-Aventis
                                                                                                                                                                                  • SSL International Plc
                                                                                                                                                                                  • Teva UK Limited
                                                                                                                                                                                  • Twitter, Inc.

                                                                                                                                                                                  Gastrointestinal Remedies - UK - November 2012

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