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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