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Gastrointestinal Remedies - UK - November 2013

“A reluctance to take gastrointestinal remedies and a reactionary rather than precautionary approach to digestive health has hindered the market in the past. This highlights an opportunity for encouraging people to take a more proactive approach to their digestive health, particularly as there is a high interest in products that prevent issues from occurring in the first place. Growth in the population of the over-65s (who are the highest users of OTC gastrointestinal remedies) also presents opportunities for product innovations, as well as advertising better targeted to this demographic.”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • What role does own-label have in this category?
  • Why are people reluctant to take gastrointestinal remedies?
  • What are the opportunities for new innovations?
  • How will growth of the over-65s impact the category?

The gastrointestinal remedies market has seen a decline in sales historically, but is predicted to see some growth in 2013, driven by branded products. This is a category where own-label has a lower influence than in other health categories, although a third of people agree that own-label remedies are just as good as branded ones. The value of the own-label segment has seen a decline  in the year ending August 2013, while sales of brands have increased.

Growth of the market has been hindered by consumer reluctance to take remedies; the majority of people either prefer to do nothing and let their symptoms run their course naturally or manage their symptoms using diet. As a result, 30% of people agree that they only use non-prescription gastrointestinal remedies when absolutely necessary. 

Interest in new products offers opportunities for the market. By extending ranges to include snacks or drinks that aid digestive health and help maintain a healthy digestive system, consumers can be encouraged to take a more precautionary approach to their digestive health. Additionally, it could also be a way to encourage engagement with a brand prior to suffering from a gastrointestinal complaint.

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case scenario for UK retail value sales of gastrointestinal remedies, 2008-18
                • Level of new product development falling
                  • Figure 2: New product launches, by branded vs. own-label, 2009-13
                • Companies, brands and innovation
                  • Figure 3: UK retail value sales of gastrointestinal remedies, by brand, year ending August 2013
                • The consumer
                  • Figure 4: Gastrointestinal ailments suffered in last 12 months and treatments, September 2013
                  • Figure 5: Selected attitudes towards treatment of gastrointestinal ailments, September 2013
                  • Figure 6: Selected attitudes towards buying gastrointestinal remedies, September 2013
                • What we think
                • Issues in the Market

                    • What role does own-label have in this category?
                      • Why are people reluctant to take gastrointestinal remedies?
                        • What are the opportunities for new innovations?
                          • How will growth of the over-65s impact the category?
                          • Trend Applications

                            • Trend: Transumers
                              • Trend: Extend My Brand
                                • Mintel Futures: East Meets West
                                • Market Drivers

                                  • Key points
                                    • Young urban professionals are a target group
                                      • Figure 7: Trends in the age structure of the UK population, 2008-18
                                    • The over-65s set to remain fastest-growing age group
                                      • Socio-economic groups – opportunities for industry growth
                                        • Figure 8: Forecast adult population trends, by socio-economic group, 2008-18
                                      • Consumers prioritise exercise over healthy eating
                                        • Figure 9: Factors important for a healthy lifestyle, November 2012
                                      • Gastrointestinal remedies and the NHS
                                        • Figure 10: Number of gastrointestinal prescription items dispensed, 2009-12
                                      • Gradual increase in foreign travel increases market options
                                        • Figure 11: UK residents’ visits abroad, by month, 2011-13
                                    • Who’s Innovating?

                                      • Key points
                                        • Own-label launches show decline
                                          • Figure 12: New product launches, by branded vs. own-label, 2009-13
                                          • Figure 13: Examples of own-label launches, January-September 2013
                                        • Alternative formats increase in 2013
                                          • Figure 14: New product activity in gastrointestinal remedies, by format, 2009-13
                                          • Figure 15: Examples of alternative format launches, January-September 2013
                                        • Rise in time/speed claims
                                          • Figure 16: New product activity in gastrointestinal remedies, % share by leading claims, 2009-13
                                          • Figure 17: Examples of products with time/speed claims, January-September 2013
                                        • Majority of product launches flavourless
                                          • Figure 18: New product activity in gastrointestinal remedies, % share by leading flavours, 2009-13
                                      • Market Size and Forecast

                                        • Key points
                                          • Historical decline in value
                                            • Figure 19: UK retail value sales of gastrointestinal remedies, at current and constant prices, 2008-18
                                          • Rise in value predicted for the future
                                            • Figure 20: Best- and worst-case scenario for UK retail value sales of gastrointestinal remedies, 2008-18
                                          • Forecast methodology
                                          • Segment Performance

                                            • Key points
                                              • Rise in price per unit drives growth of diarrhoea treatments
                                                • Figure 21: UK retail value sales of gastrointestinal remedies, by segment, 2012 and 2013
                                            • Market Share

                                              • Key points
                                                • 2013 is the year of the brands
                                                  • Figure 22: UK retail value sales of gastrointestinal remedies, by brand, years ending August 2012 and August 2013
                                                • Gaviscon Double Action grows in value
                                                  • Figure 23: UK retail value sales of indigestion remedies, by brand, years ending August 2012 and August 2013
                                                • Imodium remains the leader in anti-diarrhoeals
                                                  • Figure 24: UK retail value sales of anti-diarrhoeals, by brand, years ending August 2012 and August 2013
                                                • Laxatives
                                                  • Figure 25: UK retail value sales of laxatives, by brand, years ending August 2012 and August 2013
                                              • Companies and Products

                                                • Bayer Healthcare
                                                  • Figure 26: Financial performance of Bayer Healthcare UK & Ireland, 2011 and 2012
                                                  • Figure 27: New product launches by Bayer, December 2012-August 2013
                                                • Reckitt Benckiser Group plc
                                                  • Figure 28: Financial performance of Reckitt Benckiser, 2011 and 2012
                                                  • Figure 29: New product launches by Reckitt Benckiser, December 2012-August 2013
                                                • Boehringer Ingelheim
                                                    • Figure 30: Financial performance of Boehringer Ingelheim Ltd., 2011 and 2012
                                                    • Figure 31: New product launches by Boehringer Ingelheim, December 2012-August 2013
                                                  • GlaxoSmithKline
                                                      • Figure 32: Financial performance of GlaxoSmithKline, 2011 and 2012
                                                      • Figure 33: New product launches by GlaxoSmithKline, December 2012-August 2013
                                                    • Alliance Boots
                                                      • Figure 34: Financial performance of Alliance Boots, 2012 and 2013
                                                      • Figure 35: New product launches by Alliance Boots, December 2012-August 2013
                                                  • Brand Communication and Promotion

                                                    • Key points
                                                      • Advertising spend peaked in 2011
                                                        • Figure 36: Main media advertising expenditure of gastrointestinal remedies, 2009-13
                                                      • Reckitt Benckiser continues to dominate advertising expenditure
                                                        • Figure 37: Main media advertising expenditure on gastrointestinal remedies, by the top advertisers, January-August 2013
                                                      • TV holds the majority of advertising spend
                                                        • Figure 38: Main media advertising expenditure on gastrointestinal remedies, by media type, 2011 and 2012
                                                    • Channels to Market

                                                      • Key points
                                                        • Supermarkets offer convenient purchasing
                                                          • Figure 39: Estimated UK retail value sales of gastrointestinal remedies, by channel, 2012 and 2013
                                                        • Chemists and pharmacies appeal with in-store experts
                                                        • The Consumer – Experience and Management of Gastrointestinal Complaints

                                                          • Key points
                                                            • Most people prefer to do nothing
                                                              • Figure 40: Gastrointestinal ailments suffered in last 12 months and treatments, September 2013
                                                            • Men are more likely to suffer from digestive health issues…
                                                              • Figure 41: Gender differences in treatment of any gastrointestinal ailment, September 2013
                                                            • …but women are more willing to take non-prescription remedies
                                                              • Younger people more likely to let symptoms run their course
                                                                • Lack of preparation when it comes to digestive health issues
                                                                  • Figure 42: Selected attitudes towards treatment of gastrointestinal ailments, September 2013
                                                                • Men can be encouraged to take a more active approach to their digestive health
                                                                • The Consumer – Purchasing of Gastrointestinal Remedies

                                                                  • Key points
                                                                    • Brand loyalty is high
                                                                      • Figure 43: Attitudes towards buying gastrointestinal remedies, September 2013
                                                                    • The holiday market
                                                                      • Few people go to the pharmacist for advice
                                                                      • The Consumer – Interest in New Product Innovation

                                                                        • Key points
                                                                          • Preventative measures are of interest
                                                                            • Figure 44: Interest in new product development, September 2013
                                                                          • Products with benefits beyond digestive health
                                                                          • The Consumer – Attitudes towards Gastrointestinal Remedies/Issues

                                                                            • Key points
                                                                              • People are sceptical of gastrointestinal remedies
                                                                                • Figure 45: Attitudes towards gastrointestinal remedies/issues, September 2013
                                                                              • Young people are confused
                                                                                • Gastrointestinal issues stir up emotions
                                                                                • Consumer Typologies

                                                                                  • Key points
                                                                                      • Figure 46: Target groups for gastrointestinal remedies, September 2013
                                                                                    • Remedy Ready – 40%
                                                                                      • Who are they?
                                                                                        • Diet Managers – 36%
                                                                                          • Who are they?
                                                                                            • Sceptics – 24%
                                                                                              • Who are they?
                                                                                              • Appendix – Segment Performance

                                                                                                  • Figure 47: UK retail volume sales of gastrointestinal remedies, by segment, 2012 and 2013
                                                                                              • Appendix – The Consumer – Experience and Management of Gastrointestinal Complaints

                                                                                                  • Figure 48: Gastrointestinal ailments suffered in last 12 months and treatments, September 2013
                                                                                                  • Figure 49: Gastrointestinal ailments suffered in last 12 months and treatments – All gastrointestinal ailments, by demographics, September 2013
                                                                                                  • Figure 50: Gastrointestinal ailments suffered in last 12 months and treatments – Heartburn, acid reflux or stomach ulcer, by demographics, September 2013
                                                                                                  • Figure 51: Gastrointestinal ailments suffered in last 12 months and treatments – Indigestion, by demographics, September 2013
                                                                                                  • Figure 52: Gastrointestinal ailments suffered in last 12 months and treatments – Diarrhoea, by demographics, September 2013
                                                                                                  • Figure 53: Gastrointestinal ailments suffered in last 12 months and treatments – Constipation, by demographics, September 2013
                                                                                                  • Figure 54: Gastrointestinal ailments suffered in last 12 months and treatments – Wind, bloating or flatulence, by demographics, September 2013
                                                                                                  • Figure 55: Gastrointestinal ailments suffered in last 12 months and treatments – Stomach cramps, by demographics, September 2013
                                                                                                  • Figure 56: Gastrointestinal ailments suffered in last 12 months and treatments – Motion sickness or nausea, by demographics, September 2013
                                                                                                  • Figure 57: Gastrointestinal ailments suffered in last 12 months and treatments – Stress or nervous stomach, by demographics, September 2013
                                                                                                  • Figure 58: Gastrointestinal ailments suffered in last 12 months and treatments – Irritable Bowel Syndrome, by demographics, September 2013
                                                                                                  • Figure 59: Gastrointestinal ailments suffered in last 12 months and treatments – Stomach irritation from lactose intolerance, gluten intolerance or other food sensitivity, by demographics, September 2013
                                                                                                  • Figure 60: Attitudes towards treating gastrointestinal ailments, September 2013
                                                                                                  • Figure 61: Attitudes towards treating gastrointestinal ailments, by demographics, September 2013
                                                                                                  • Figure 62: Attitudes towards treating gastrointestinal ailments, by demographics, September 2013 (continued)
                                                                                              • Appendix – The Consumer – Purchasing of Gastrointestinal Remedies

                                                                                                  • Figure 63: Attitudes towards buying gastrointestinal remedies, September 2013
                                                                                                  • Figure 64: Attitudes towards buying gastrointestinal remedies, by demographics, September 2013
                                                                                                  • Figure 65: Attitudes towards buying gastrointestinal remedies, by demographics, September 2013 (continued)
                                                                                                  • Figure 66: Attitudes towards buying gastrointestinal remedies, by demographics, September 2013 (continued)
                                                                                              • Appendix – The Consumer – Interest in New Product Innovation

                                                                                                  • Figure 67: Interest in new product development, September 2013
                                                                                                  • Figure 68: Interest in new product development – Snacks or drinks that aid digestive issues, by demographics, September 2013
                                                                                                  • Figure 69: Interest in new product development – Remedies containing my daily dose of vitamins, by demographics, September 2013
                                                                                                  • Figure 70: Interest in new product development – After-treatments to help prevent experiencing a gastrointestinal issue again, by demographics, September 2013
                                                                                                  • Figure 71: Interest in new product development – Preventative remedies that I can take before experiencing a gastrointestinal issue, by demographics, September 2013
                                                                                                  • Figure 72: Interest in new product development – A remedy to be taken before a meal to prepare the stomach, by demographics, September 2013
                                                                                                  • Figure 73: Interest in new product development – Remedies/treatments that aid weight management as well as digestive issues, by demographics, September 2013
                                                                                                  • Figure 74: Interest in new product development – Detoxifying treatments for the digestive system, by demographics, September 2013
                                                                                                  • Figure 75: Interest in new product development – Apps to help identify foods that could be causing digestive issues, by demographics, September 2013
                                                                                                  • Figure 76: Interest in new product development – A powder remedy to sprinkle on top of food, by demographics, September 2013
                                                                                                  • Figure 77: Interest in new product development – Heat patches that can improve digestion, by demographics, September 2013
                                                                                                  • Figure 78: Interest in new product development – Colonic/abdominal massaging, by demographics, September 2013
                                                                                                  • Figure 79: Interest in new product development – Colon cleansing/colonic irrigation, by demographics, September 2013
                                                                                                  • Figure 80: Interest in new product development, by ailments and treatments – All gastrointestinal ailments, September 2013
                                                                                              • Appendix – The Consumer – Attitudes towards Gastrointestinal Remedies/Issues

                                                                                                  • Figure 81: Attitudes towards gastrointestinal remedies/issues, September 2013
                                                                                                  • Figure 82: Agreement with the statement ‘It’s difficult to know what causes gastrointestinal issues’, by demographics, September 2013
                                                                                                  • Figure 83: Agreement with the statement ‘I get frustrated when gastrointestinal issues get in the way of things I want to do’, by demographics, September 2013
                                                                                                  • Figure 84: Agreement with the statement ‘It is possible to manage gastrointestinal issues with diet alone’, by demographics, September 2013
                                                                                                  • Figure 85: Agreement with the statement ‘It’s difficult to know which remedies are best suited for specific gastrointestinal issues’, by demographics, September 2013
                                                                                                  • Figure 86: Agreement with the statement ‘It’s easy to become reliant on non-prescription gastrointestinal remedies’, by demographics, September 2013
                                                                                                  • Figure 87: Agreement with the statement ‘It’s better to treat gastrointestinal issues with natural remedies’, by demographics, September 2013
                                                                                                  • Figure 88: Agreement with the statement ‘Suffering from gastrointestinal issues makes me feel unattractive’, by demographics, September 2013
                                                                                                  • Figure 89: Agreement with the statement ‘I am concerned about the side effects of non-prescription gastrointestinal remedies’, by demographics, September 2013
                                                                                                  • Figure 90: Agreement with the statement ‘I feel embarrassed talking about gastrointestinal issues’, by demographics, September 2013
                                                                                                  • Figure 91: Agreement with the statement ‘Suffering from gastrointestinal issues affects my social life’, by demographics, September 2013
                                                                                                  • Figure 92: Agreement with the statement ‘Non-prescription gastrointestinal remedies are used to manage a bad diet’, by demographics, September 2013
                                                                                                  • Figure 93: Attitudes towards gastrointestinal remedies/issues, by ailments and treatments – All gastrointestinal ailments, September 2013
                                                                                              • Appendix – Consumer Typologies

                                                                                                  • Figure 94: Target groups, September 2013
                                                                                                  • Figure 95: Ailments and treatments, by target groups, September 2013
                                                                                                  • Figure 96: Attitudes towards treating gastrointestinal ailments, by target groups, September 2013
                                                                                                  • Figure 97: Interest in new product innovation, by target groups, September 2013
                                                                                                  • Figure 98: Interest in new product development, by target groups, September 2013
                                                                                                  • Figure 99: Attitudes towards gastrointestinal remedies/issues, by target groups, September 2013

                                                                                              Companies Covered

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

                                                                                              Gastrointestinal Remedies - UK - November 2013

                                                                                              £1,995.00 (Excl.Tax)