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Digestive Health - US - August 2019

Covered in this report

This report focuses on products marketed for digestive health or digestive relief that are available OTC/without an Rx (prescription). For the purposes of this report, the digestive health market has been segmented as follows:

  • Antacids: Products that neutralize excess stomach acid and relieve heartburn, sour stomach, or acid indigestion. These include:
  • PPIs (proton pump inhibitors): Products that reduce the production of acid by blocking the enzyme in the wall of the stomach that produces acid
  • H2 blockers: Products that reduce or inhibit the secretion of gastric acid by binding competitively with histamine to H2 receptors on cell membranes
  • Antiflatulents: Products that help reduce gas buildup and its associated discomfort
  • Laxatives: Products that relieve constipation and work in one of several ways: by introducing fiber to the bowel, stimulating the bowel, or softening stools
  • Stomach remedies and antidiarrheals: Products that relieve general nausea and settle the stomach and products that slow spasms of the intestine and thicken stool

"The digestive health market has exceeded expectations, with US retail sales estimated to reach more than $5.1 billion in 2019. Previously, the category was supported by Rx-to-OTC conversions in the antacid segment, boosting sales dramatically in 2015. Since then, growth had stabilized and was predicted to flat line. However, new product innovations, refreshed marketing strategies and rehydration claims are bringing success to the once stagnating market."
- Andrea Wroble, Research Analyst

This report looks at the following areas:

  • Digestive health symptoms are infrequent
  • Value-oriented consumers choose store brands
  • Holistic approach to health challenges use of OTC products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Market performance
            • Figure 1: Total US sales and fan chart forecast of digestive health products, at current prices, 2014-24
          • Antacids continue to dominate market; stomach remedies heat up
            • Figure 2: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2014-24
          • The issues
            • Digestive health symptoms are infrequent
              • Figure 3: Digestive health symptom frequency, June 2019
            • Value-oriented consumers choose store brands
              • Figure 4: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2018 and 2019
            • Holistic approach to health challenges use of OTC products
              • Figure 5: Trial and interest in alternative digestive relief methods, June 2019
            • The opportunities
              • Knowledge is power; at-home testing opens the door for personalized treatment
                • Figure 6: Trial and interest in select alternative digestive relief methods, June 2019
              • Young women aren’t treating frequently experienced digestive health symptoms
                • Figure 7: Digestive health symptom frequency, by females 18-34, June 2019
              • From symptom relief to lifestyle recovery
                • Figure 8: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
              • What it means
              • The Market – What You Need to Know

                • Digestive health market exceeds expectations
                  • Big gains for stomach remedies – at what cost?
                    • Young women could be the new target for digestive remedies
                      • Our gut instinct on CBD
                        • Lifestyle changes challenge symptom-reliant products
                          • Wellness seekers welcome hydration
                          • Market Size and Forecast

                            • On the mend: digestive health market recovers sales
                              • Figure 9: Total US sales and fan chart forecast of digestive health products, at current prices, 2014-24
                              • Figure 10: Total US sales and forecast of digestive health products, at current prices, 2014-24
                          • Market Breakdown

                            • Antacids control digestive health market with slow growth
                              • Figure 11: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2014-24
                            • Unprecedented growth of stomach remedy segment continues
                              • Figure 12: Total US retail sales and forecast of stomach remedies/anti-diarrheals, at current prices, 2014-24
                          • Market Perspective

                            • Young females offer untapped opportunity for digestive health market
                              • Figure 13: Digestive health symptom frequency, by females 18-34, June 2019
                              • Figure 14: Health sources, by gender and age, March 2018
                            • Anti-inflammatory benefits of CBD could impact OTC market
                              • Lifestyle changes challenge traditional digestive health remedies
                                • Figure 15: Trial and interest in alternative digestive relief methods, June 2019
                            • Market Factors

                              • Wellbeing focus allows for success of hydration function
                                • Figure 16: Select wellbeing self-perceptions, October 2017
                              • Opioid crisis pervades digestive health market
                              • Key Players – What You Need to Know

                                • Store brand solutions dominate digestive health category
                                  • Pepto and TUMS bring playful approach to digestive health
                                    • Hydration claims make a splash
                                      • Single pack formats promote on-the-go use
                                        • Probiotics struggle to maintain the hype
                                          • An emerging relationship: gut and brain
                                            • Personalized health information = consumer action
                                            • Company and Brand Sales of Digestive Health Products

                                              • Private label closes the gap on name brand market share
                                                  • Figure 17: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2018 and 2019
                                              • What’s Working?

                                                • Age-old products target a younger demographic
                                                  • TUMS, at your service
                                                    • Figure 18: Multi-outlet sales of TUMS Chewy Bites, rolling 52 weeks 2018 and 2019
                                                  • Pepto-Bismol brings youthful edge to new product launches
                                                    • Figure 19: Multi-outlet sales of Pepto-Bismol Ultra Coat, rolling 52 weeks 2018 and 2019
                                                    • Figure 20: #PeptoPartner Instagram Campaign
                                                    • Figure 21: Digestive health symptom frequency, by generation, June 2019
                                                  • Hydration claims wet consumer appetite
                                                    • Figure 22: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
                                                    • Figure 23: Liquid IV Instagram post
                                                  • Single-pack formats resonate with on-the-go adults
                                                    • Figure 24: Multi-outlet sales of MiraLAX Mix-in pax, rolling 52 weeks 2018 and 2019
                                                • What’s Struggling?

                                                  • Private label success dominates antacid segment; name brands fall behind
                                                    • Figure 25: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                  • Probiotics lose sales and usage
                                                    • Figure 26: Multi-outlet sales of probiotics, by select companies, rolling 52 weeks 2018 and 2019
                                                • What’s Next?

                                                  • The gut/brain connection
                                                    • Figure 27: Bio-Kult Migréa Advanced Multi-Action Formulation
                                                  • Small but mighty: natural digestive relief products see growth
                                                    • Figure 28: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
                                                  • Personalized approach to digestive health
                                                    • Figure 29: Trial and interest in select alternative digestive relief methods, June 2019
                                                • The Consumer – What You Need to Know

                                                  • Consumers treat digestive health concerns reactively
                                                    • Young women aren’t seeking treatment for regular symptoms
                                                      • When assessing digestive health products, age matters
                                                        • Living, breathing, eating and digestive discomfort
                                                          • Consumers are not committed to probiotic use
                                                            • Lifestyle changes hinder OTC treatment
                                                            • Product Usage

                                                              • Consumers reactively treat digestive health issues
                                                                • Figure 30: Product usage, June 2019
                                                              • Multiple products needed to address digestive health issues
                                                                • Figure 31: Repertoire of product usage, June 2019
                                                                • Figure 32: Repertoire of product usage, by product usage, June 2019
                                                              • Female consumers are key shoppers for digestive health market
                                                                • Entering middle adulthood impacts female purchase behavior
                                                                  • Pregnancy symptoms result in digestive discomfort
                                                                    • Fiber supplements should target male demographic
                                                                      • Figure 33: Product usage, by gender and age, June 2019
                                                                  • Digestive Health Symptom Frequency

                                                                    • Digestive health concerns occur infrequently
                                                                      • Figure 34: Digestive health symptom frequency, June 2019
                                                                    • Regular incidence of heartburn and bloating drives product usage
                                                                      • Figure 35: Select digestive health symptom frequency, by product usage, June 2019
                                                                    • Turning tummy troubles to product bundles
                                                                      • Figure 36: Digestive health symptom frequency, by gender and age, June 2019
                                                                    • Single parents are susceptible to digestive health symptoms
                                                                      • Figure 37: Select digestive health symptom frequency, by family structure, June 2019
                                                                  • Digestive Health Purchasing Factors

                                                                    • Safety and familiarity matter for consumers
                                                                      • Figure 38: Digestive health purchasing factors, June 2019
                                                                    • Age impacts digestive health purchasing factors
                                                                      • Figure 39: Select digestive health purchasing factors, by age, June 2019
                                                                    • Parents are key demographic for naturally positioned brands
                                                                      • Figure 40: Select digestive health purchasing factors, by parental status, June 2019
                                                                    • Hispanic Millennials value product claims over experience
                                                                      • Figure 41: Select digestive health purchasing factors, by Hispanic origin and generation, June 2019
                                                                  • Attitudes toward Digestive Health

                                                                    • A life-induced battle with digestive discomfort
                                                                      • Figure 42: Attitudes toward digestive health, June 2019
                                                                      • Figure 43: Select attitudes toward digestive health, by product usage, June 2019
                                                                    • Younger men are embarrassed by digestive health issues
                                                                      • Figure 44: Select attitudes toward digestive health, by gender and age, June 2019
                                                                    • Young adults feel the physical implications of stress
                                                                      • Figure 45: Select attitudes toward digestive health, by age, June 2019
                                                                  • Reasons for Starting Probiotic Use

                                                                    • Probiotic use is reactive in nature
                                                                      • Figure 46: Reasons for starting probiotic use, June 2019
                                                                    • Age gaps define why women use probiotics
                                                                        • Figure 47: Reasons for starting probiotic use, by gender and age, June 2019
                                                                    • Alternative Digestive Relief Methods

                                                                      • Adults are trying alternative methods for digestive relief
                                                                        • OTCs may be viewed as secondary treatment
                                                                          • Probiotics struggle to retain users; natural claims could bolster segment
                                                                            • High interest in at-home testing offers opportunity for personalized digestive health
                                                                              • Figure 48: Trial and interest in alternative digestive relief methods, June 2019
                                                                            • Parents show interest in understanding personal digestive discomfort
                                                                              • Figure 49: Trial and interest in select alternative digestive relief methods, by parental status, June 2019
                                                                            • Older adults are less inhibited by digestive issues than young adults
                                                                                • Figure 50: Trial and interest in select alternative digestive relief methods, by age, June 2019
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Sales data
                                                                                  • Fan chart forecast
                                                                                    • Consumer survey data
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                        • Appendix – The Market

                                                                                            • Figure 51: Total US retail sales and forecast of digestive health products, at inflation-adjusted prices, 2014-24
                                                                                            • Figure 52: Total US retail sales of digestive health products, by segment, at current prices, 2017 and 2019
                                                                                            • Figure 53: Total US retail sales and forecast of antacids, at current prices, 2014-24
                                                                                            • Figure 54: Total US retail sales and forecast of laxatives, at current prices, 2014-24
                                                                                            • Figure 55: Total US retail sales of digestive health products, by channel, at current prices, 2014-19
                                                                                            • Figure 56: Total US retail sales of digestive health products, by channel, at current prices, 2017 and 2019
                                                                                        • Appendix – Key Players

                                                                                            • Figure 57: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                            • Figure 58: Multi-outlet sales of stomach remedies/anti-diarrheals, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                                        Digestive Health - US - August 2019

                                                                                        £3,435.47 (Excl.Tax)