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Gastrointestinal Remedies - US - July 2014

"GI remedy sales are expected to remain flat in the coming years. To boost sales and address consumer tendency to not treat or use alternative remedies, companies must look to brand extension within the natural realm, improve consumer education, and leverage OTC remedies as a way to combat and prevent GI issues among an increasingly stressed out society."

– Molly Maier, Category Manager, Health, Household, Beauty & Personal Care

This report looks at the following issues:

  • Addressing competitive threats: alternative remedies and non-treatment
  • Knowledge is power
  • Let's talk about stress

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of GI remedies, at current prices, 2009-19
                    • Segment performance
                      • Figure 2: Segment share of GI remedies sales, 2014
                    • Key players
                      • Figure 3: MULO manufacturer sales of GI remedies, by leading companies, rolling 52 weeks 2013 and 2014
                    • Retailers
                      • Figure 4: Natural supermarket sales of GI remedies, at current prices, 2012-14*
                    • Market drivers
                      • Shifts in US population
                        • High rates of obesity indicate need for GI remedies
                          • The consumer
                            • Treatment methods for GI ailments
                              • Figure 5: Treatment methods for GI ailments, May 2014
                            • GI remedy usage
                              • Information sources utilized
                                • Figure 6: Information sources for GI remedies, May 2014
                              • Causes of GI ailments
                                • Figure 7: Causes of GI ailments and digestive issues, May 2014
                              • Management of digestive health
                                • What we think
                                • Issues and Insights

                                    • Addressing competitive threats: alternative remedies and non-treatment
                                      • The issues
                                        • The implications
                                          • Knowledge is power
                                            • The issues
                                              • The implications
                                                • Let’s talk about stress
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Factory Fear
                                                          • Trend: Return to the Experts
                                                            • Trend: Slow it All Down
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales and forecast of GI remedies
                                                                  • Figure 8: Total US retail sales and forecast of GI remedies, at current prices, 2009-19
                                                                  • Figure 9: Total US retail sales and forecast of GI remedies, at inflation-adjusted prices, 2009-19
                                                                • Natural ingredients could provide boost to mature market
                                                                  • Figure 10: Total US sales and fan chart forecast of GI remedies, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Older US population can have positive impact on market sales
                                                                      • Figure 11: US population, by age, 2009-19
                                                                    • Population of every other race and ethnicity outgrowing Whites
                                                                      • Figure 12: US population, by race and Hispanic origin, 2009-19
                                                                    • High rates of obesity increase need for GI remedies
                                                                      • Figure 13: American adults, by weight category as determined by body mass index (BMI), 2009-14
                                                                      • Figure 14: Use of Medicinal remedy* to treat GI ailments, by body mass index, May 2014
                                                                    • Overweight is the new normal
                                                                      • Figure 15: Body type, by body mass index, May 2014
                                                                      • Figure 16: Body type, by body mass index, May 2014
                                                                    • Health and wellness of youth population
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Other ways to treat GI remedies
                                                                          • Figure 17: Treatment methods for digestive/GI issues, May 2014
                                                                        • Treatment by prescription remedy
                                                                          • Treatment by alternative remedy
                                                                            • Figure 18: Management of digestive health and GI ailments, May 2014
                                                                            • Figure 19: Natural supermarket sales of GI remedies, by type, 2012-14*
                                                                          • Treatment by not treating
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Stagnant sales in leading segments results in flat market
                                                                                • Sales of GI remedies, by segment
                                                                                  • Figure 20: Total US retail sales of GI remedies, by segment, at current prices, 2012 and 2014
                                                                              • Segment Performance – Antacids

                                                                                • Key points
                                                                                  • Antacid sales flat, which is good news after years of decline
                                                                                    • Sales and forecast of antacids
                                                                                      • Figure 21: Total US retail sales and forecast of antacids, at current prices, 2009-19
                                                                                  • Segment Performance – Laxatives

                                                                                    • Key points
                                                                                      • Laxatives contribute steady growth to GI market
                                                                                        • Sales and forecast of laxatives
                                                                                          • Figure 22: Total US retail sales and forecast of laxatives, at current prices, 2009-19
                                                                                      • Segment Performance – Stomach Remedies

                                                                                        • Key points
                                                                                          • General positioning helps stomach remedies sustain growth
                                                                                            • Sales and forecast of stomach remedies
                                                                                              • Figure 23: Total US sales and forecast of stomach remedies, at current prices, 2009-119
                                                                                          • Segment Performance – Antidiarrheals

                                                                                            • Key points
                                                                                              • Antidiarrheals continue to recover from trade down to private label
                                                                                                • Sales and forecast of antidiarrheals
                                                                                                  • Figure 24: Total US retail sales and forecast of antidiarrheals, at current prices, 2009-19
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Other channels account for nearly half of GI remedy sales
                                                                                                    • Drug stores set for growth
                                                                                                      • Sales at supermarkets continue to decline
                                                                                                        • Sales of GI remedies, by retail channel
                                                                                                          • Figure 25: US sales of GI remedies, at current prices, by retail channel, 2002 and 2014
                                                                                                          • Figure 26: Total US sales of GI remedies, at channel, at current prices, 2009-14
                                                                                                        • Natural supermarket sales
                                                                                                          • Figure 27: Natural supermarket sales of GI remedies, at current prices, 2012-14*
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Procter & Gamble and GlaxoSmithKline post sales declines
                                                                                                            • Other brands creating more competition in category
                                                                                                              • Private label accounts for a significant share of sales
                                                                                                                • Manufacturer sales of GI remedies
                                                                                                                  • Figure 28: MULO manufacturer sales of GI remedies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                              • Brand Share – Antacids

                                                                                                                • Key points
                                                                                                                  • Sales of PPIs continue to decline
                                                                                                                    • Tums fails to sustain growth as Maalox exits category
                                                                                                                      • H2 Blockers driving growth
                                                                                                                        • Manufacturer sales of antacids
                                                                                                                          • Figure 29: MULO manufacturer sales of antacids, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                      • Brand Share – Laxatives

                                                                                                                        • Key points
                                                                                                                          • MiraLAX remains segment leader despite flat sales
                                                                                                                            • DulcoEase targets women with physician-recommended remedy
                                                                                                                              • Fiber product remedies show slight growth
                                                                                                                                • Manufacturer sales of laxatives
                                                                                                                                  • Figure 30: MULO manufacturer sales of laxatives, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                  • Figure 31: Brands of laxatives used most often, November 2012-December 2013
                                                                                                                              • Brand Share – Stomach Remedies

                                                                                                                                • Key point
                                                                                                                                  • Pepto-Bismol still dominating the category
                                                                                                                                    • Manufacturer sales of stomach remedies
                                                                                                                                      • Figure 32: MULO sales of stomach remedies, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                  • Brand Share – Antidiarrheals

                                                                                                                                    • Key points
                                                                                                                                      • Imodium and private label dominate segment
                                                                                                                                        • Manufacturer sales of antidiarrheals
                                                                                                                                          • Figure 33: MULO manufacturer sales of antidiarrheals, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                      • Innovations and Innovators

                                                                                                                                        • New product launches steadily decline
                                                                                                                                          • Figure 34: Change in number of new digestive and detoxifying treatment product introductions, 2009-13
                                                                                                                                        • Brands outnumber private label launches
                                                                                                                                          • Figure 35: Digestive and detoxifying treatment product introductions and share of branded/private label launches, 2009-14*
                                                                                                                                        • Innovation in dissolvable or chewable formats
                                                                                                                                          • Figure 36: Types of heartburn, indigestion aids, anti-nausea, upset stomach and diarrhea remedies used most often, November 2012-December 2013
                                                                                                                                          • Figure 37: Top formats associated with new digestive and detoxifying treatment product launches, 2009-14
                                                                                                                                        • Antacids
                                                                                                                                          • Laxatives
                                                                                                                                            • Stomach remedies
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Overview of the brand landscape
                                                                                                                                                • Consumer education
                                                                                                                                                  • Brand comparison
                                                                                                                                                    • Figure 38: Pepcid Heartburn Toolbox, 2014
                                                                                                                                                    • Figure 39: Pepcid, “Burns family tradition,” 2014
                                                                                                                                                  • Tackling myths
                                                                                                                                                    • Figure 40: Imodium myths and facts, 2014
                                                                                                                                                    • Figure 41: Imodium advanced commerical, 2013
                                                                                                                                                  • Educating parents regarding kids’ GI issues
                                                                                                                                                      • Figure 42: Pedia-Lax constipation education, 2014
                                                                                                                                                    • Dr. Recommended
                                                                                                                                                      • Figure 43: DulcoEase product description, 2014
                                                                                                                                                      • Figure 44: DulcoEase Pink Coupon, 2014
                                                                                                                                                  • Treatment Methods for GI Ailments

                                                                                                                                                    • Key points
                                                                                                                                                      • Encouraging OTC treatment of GI ailments
                                                                                                                                                          • Figure 45: Medicinal treatment methods for GI ailments, May 2014
                                                                                                                                                          • Figure 46: Alternative treatment methods for GI ailments, May 2014
                                                                                                                                                          • Figure 47: Non-treatment or not-experienced GI ailments, May 2014
                                                                                                                                                        • Women use medicinal remedy treatments for GI ailments
                                                                                                                                                          • Figure 48: Medicinal remedy – Treatment methods for GI ailments, by gender and age, May 2014
                                                                                                                                                        • Obese consumers turn to medicine to treat heartburn and indigestion
                                                                                                                                                          • Figure 49: Medicinal remedy – Treatment methods for GI ailments, by body mass index, May 2014
                                                                                                                                                        • Treating GI ailments with alternative remedies
                                                                                                                                                          • Figure 50: Alternative remedy – Treatment methods for GI ailments, by gender and age, May 2014
                                                                                                                                                      • GI Remedy Usage

                                                                                                                                                        • Key points
                                                                                                                                                          • GI remedy usage
                                                                                                                                                            • Figure 51: GI remedy usage, November 2012-December 2013
                                                                                                                                                            • Figure 52: Usage of heartburn, indigestion aids, anti-nausea, upset stomach and diarrhea remedies, by age, November 2012-December 2013
                                                                                                                                                            • Figure 53: Laxative usage, by gender, November 2012-December 2013
                                                                                                                                                          • Antacids are the most commonly used OTC remedy
                                                                                                                                                            • Figure 54: Types of OTC remedies utilized in past year, May 2014
                                                                                                                                                          • Fiber therapy, weight management products with fiber, and lactose products popular among the 18-34s
                                                                                                                                                            • Figure 55: Types of OTC remedies utilized in past year, by gender and age, May 2014
                                                                                                                                                          • Frequent exercisers are more likely to use laxative and fiber-therapy products
                                                                                                                                                            • Figure 56: Types of OTC remedies utilized in past year, by activity level, May 2014
                                                                                                                                                          • Laxative and fiber products popular among those who watch their diet closely
                                                                                                                                                            • Figure 57: Types of OTC remedies utilized in past year, by diet preferences, May 2014
                                                                                                                                                        • Information Sources

                                                                                                                                                          • Key points
                                                                                                                                                            • Information sources differ when looking for OTC vs. “other” remedy
                                                                                                                                                              • Figure 58: Information sources for GI remedies, May 2014
                                                                                                                                                            • Information sources for OTC GI remedies
                                                                                                                                                              • Figure 59: Information sources for GI remedies – Over the counter, by gender and age, May 2014
                                                                                                                                                            • Consumers who pay close attention to diet are more likely to utilize online reviews
                                                                                                                                                              • Figure 60: Information sources for GI remedies – Over the counter, by diet preferences, May 2014
                                                                                                                                                          • Causes of GI Ailments

                                                                                                                                                            • Key points
                                                                                                                                                              • Food and beverage believed to be leading culprit of GI issues
                                                                                                                                                                • Figure 61: Causes of GI ailments and digestive issues, May 2014
                                                                                                                                                              • Women are more likely to say stress causes GI issues
                                                                                                                                                                • Figure 62: Causes of GI ailments and digestive issues, by gender and age, May 2014
                                                                                                                                                              • Occasional exercisers are more likely to think stress causes GI issues
                                                                                                                                                                  • Figure 63: Causes of GI ailments and digestive issues, by activity level, May 2014
                                                                                                                                                                • Normal-weight respondents less likely to link food or beverage with GI issues
                                                                                                                                                                  • Figure 64: Causes of GI ailments and digestive issues, by body mass index, May 2014
                                                                                                                                                              • Management of Digestive Health

                                                                                                                                                                • Key points
                                                                                                                                                                  • Sufferers manage digestive health through diet and natural remedies
                                                                                                                                                                    • Figure 65: Management of digestive health and GI ailments, May 2014
                                                                                                                                                                  • Older women most proactive in management of digestive health
                                                                                                                                                                    • Figure 66: Management of digestive health and GI ailments, by gender and age, May 2014
                                                                                                                                                                  • Consumer education may be the key for obese consumers to manage digestive health
                                                                                                                                                                    • Figure 67: Management of digestive health and GI ailments, by body mass index, May 2014
                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Asians use medicinal remedies to treat stomach cramps or IBS
                                                                                                                                                                      • Figure 68: Medicinal remedy – Treatment methods for GI ailments, by race/Hispanic origin, May 2014
                                                                                                                                                                    • Asians more likely to turn to alternative remedies to treat GI ailments
                                                                                                                                                                      • Figure 69: Alternative remedy – Treatment methods for GI ailments, by race/Hispanic origin, May 2014
                                                                                                                                                                    • Asians manage digestive health through natural remedies
                                                                                                                                                                      • Figure 70: Management of digestive health and GI ailments, by race/Hispanic origin, May 2014
                                                                                                                                                                    • Hispanics are more likely to use gas-relief and fiber-therapy products
                                                                                                                                                                      • Figure 71: Types of OTC remedies utilized in past year, Hispanic origin, May 2014
                                                                                                                                                                    • Hispanics say spicy food and eating too fast are the reasons for GI issues
                                                                                                                                                                      • Figure 72: Causes of GI ailments and digestive issues, by Hispanic origin, May 2014
                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                    • Body type, activity level, and diet preferences
                                                                                                                                                                      • Figure 73: Body type, activity level, and diet preferences, May 2014
                                                                                                                                                                      • Figure 74: Body type, by gender and age, May 2014
                                                                                                                                                                      • Figure 75: Body type, by race/Hispanic origin, May 2014
                                                                                                                                                                      • Figure 76: Body type, by activity level, May 2014
                                                                                                                                                                      • Figure 77: Body type, by diet preferences, May 2014
                                                                                                                                                                      • Figure 78: Activity level, by gender and age, May 2014
                                                                                                                                                                      • Figure 79: Activity level, by race/Hispanic origin, May 2014
                                                                                                                                                                      • Figure 80: Activity level, by diet preferences, May 2014
                                                                                                                                                                      • Figure 81: Activity level, by body mass index, May 2014
                                                                                                                                                                      • Figure 82: Diet preferences, by gender and age, May 2014
                                                                                                                                                                      • Figure 83: Diet preferences, by race/Hispanic origin, May 2014
                                                                                                                                                                      • Figure 84: Diet preferences, by activity level, May 2014
                                                                                                                                                                      • Figure 85: Diet preferences, by body mass index, May 2014
                                                                                                                                                                    • Treatment
                                                                                                                                                                      • Figure 86: Frequency used heartburn, Indigestion aids, anti-nausea, upset stomach and diarrhea remedies, by age, November 2012-December 2013
                                                                                                                                                                      • Figure 87: Frequency used laxatives, by age, November 2012-December 2013
                                                                                                                                                                      • Figure 88: Medicinal remedy – Treatment methods for GI ailments, by household income, May 2014
                                                                                                                                                                      • Figure 89: Medicinal remedy – Treatment methods for GI ailments, by activity level, May 2014
                                                                                                                                                                      • Figure 90: Medicinal remedy – Treatment methods for GI ailments, by diet preferences, May 2014
                                                                                                                                                                      • Figure 91: Alternative remedy – Treatment methods for GI ailments, by household income, May 2014
                                                                                                                                                                      • Figure 92: Alternative remedy – Treatment methods for GI ailments, by activity level, May 2014
                                                                                                                                                                      • Figure 93: Alternative remedy – Treatment methods for GI ailments, by diet preferences, May 2014
                                                                                                                                                                      • Figure 94: Reasons use heartburn, Indigestion aids, anti-nausea, upset stomach and diarrhea remedies, by age, November 2012-December 2013
                                                                                                                                                                    • Information sources for GI remedies
                                                                                                                                                                      • Figure 95: Information sources for GI remedies – Over the counter, by race/Hispanic origin, May 2014
                                                                                                                                                                      • Figure 96: Information sources for GI remedies – Other, by gender, May 2014
                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Boehringer Ingelheim Pharmaceuticals, Inc.
                                                                                                                                                                    • GlaxoSmithKline (USA)
                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                    • Merck & Co. Inc.
                                                                                                                                                                    • Novartis AG
                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                    Gastrointestinal Remedies - US - July 2014

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