Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Digestive Health - US - July 2018

In 2018, total US retail sales for the digestive health market are expected to exceed $4.9 billion, following slight increases since 2016. The market did increase 11.7% between 2013 and 2018, largely attributable to Rx-to-OTC transitions in the antacid segment early in the review period. However, no new Rx-to-OTC products have been introduced since 2014, providing little stimulus for new growth or category interest. The impact of stabilized sales in antacids is reflected in total market performance.

This report looks at the following areas:

  • Changes in eating habits limiting the need for digestive health remedies
  • Young adults are driven by a sale, less impacted by brand
  • Laxatives are a last resort for users

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Digestive health market challenged to grow
            • Figure 1: Total US sales and fan chart forecast of digestive health products, at current prices, 2013-23
          • Market growth stifled by antacids, while stomach remedies offer a slight lift
            • Figure 2: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
          • MULO private label sales are outperforming the overall market
            • Figure 3: Multi-outlet sales of private label, by segment, rolling 52 weeks 2017 and 2018
          • The issues
            • Changes in eating habits limiting the need for digestive health remedies
              • Figure 4: Reasons for using acid reducers less often, April 2018
            • Young adults are driven by a sale, less impacted by brand
              • Figure 5: Store brand attitudes and behaviors, by age, April 2018
            • Laxatives are a last resort for users
              • Figure 6: Laxatives are a last resort, by laxative users, April 2018
            • The opportunities
              • Appeal to Millennials with multifaceted remedies and product education
                • Figure 7: Any OTC digestive health or nausea product usage, by generation, April 2018
              • Tap into benefits beyond digestive health to grow probiotic user base
                • Figure 8: Reasons for taking probiotics, April 2018
              • Digestive health remedy usage pronounced among Hispanic Millennials
                • Figure 9: Product usage, by Hispanic origin, April 2018
              • What it means
              • The Market – What You Need to Know

                • Digestive health market has stalled
                  • Antacids control the market, stomach remedies provide a boost
                    • Eating habits, functional claims impeding OTC digestive market growth
                      • Lack of treatment challenges market
                        • Appeal to Millennials’ holistic approach; Hispanics essential for growth
                        • Market Size and Forecast

                          • Static market challenged to grow
                            • Figure 10: Total US sales and fan chart forecast of digestive health products, at current prices, 2013-23
                            • Figure 11: Total US sales and forecast of digestive health products, at current prices, 2013-23
                        • Market Breakdown

                          • Antacids dominate; stomach remedies give market a lift
                            • Figure 12: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
                        • Market Perspective

                          • Changes in eating habits limiting the need for digestive health remedies
                            • Figure 13: Reasons for using acid reducers less often, April 2018
                          • Some drinks and food are delivering on functional digestive claims
                            • Figure 14: Share of subcategory launches with a functional/digestive claim, May 2017-June 2018
                        • Market Factors

                          • Lack of treatment challenges growth
                            • Figure 15: Ailments experienced in the last 12 months, but did not treat, April 2017
                          • Appeal to Millennials’ holistic approach to health
                            • Figure 16: US population, by generation, 2013-23
                            • Figure 17: Select product usage, by generation, April 2018
                          • Targeting Hispanics essential for growth
                            • Figure 18: US population, by Hispanic origin, 2013-23
                            • Figure 19: Frequency of product usage, April 2018
                        • Key Players – What You Need to Know

                          • Leading digestive health brands struggle as private label sales shine
                            • Flavorful positioning and multisymptom relief making gains
                              • H2 blockers benefiting from PPIs’ negative press
                                • OTC loperamide regulations will result in sales declines
                                • Company and Brand Sales of Digestive Health Products

                                  • Top companies continue to struggle as private label sales shine
                                    • J&J is only leading company to post positive gains
                                      • Aggregate growth in smaller companies outpacing market leaders
                                        • Figure 20: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Double down on flavorful positioning
                                        • Figure 21: Multi-outlet sales of TUMS, by product, rolling 52 weeks 2017 and 2018
                                      • Stomach remedies market multisymptom relief
                                        • Figure 22: Multi-outlet sales of Pepto-Bismol and Dramamine, rolling 52 weeks 2017 and 2018
                                      • H2 blockers benefiting from PPIs’ negative press
                                        • Figure 23: Multi-outlet sales of H2 Blockers, by leading brands, rolling 52 weeks 2017 and 2018
                                    • What’s Struggling?

                                      • PPIs are facing private label competition and negative headlines
                                        • Store brands hit shelves, challenge branded PPI
                                          • PPIs already suffering from declining sales
                                            • Figure 24: Multi-outlet sales of branded PPIs, by brand, rolling 52 weeks 2017 and 2018
                                        • What’s Next?

                                          • Abuse of OTC loperamide prompts regulation; sales declines to follow
                                            • Figure 25: Multi-outlet sales of stomach remedies and antidiarrheals, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • The Consumer – What You Need to Know

                                          • Consumers take reactive approach to digestive discomfort
                                            • Proactive digestive care garners stronger adherence
                                              • Store brand digestive health remedies have a hold on the market
                                                • New entrants to the acid reducer category driving up usage
                                                  • Laxatives are seen as a last resort
                                                    • Probiotic use is low but frequency is strong
                                                    • Product Usage

                                                      • Consumers are reacting to digestive discomfort
                                                        • Figure 26: Product usage, by type of remedy (net), April 2018
                                                        • Figure 27: Product usage, April 2018
                                                      • Adults aged 18-44 are targets for digestive health remedies
                                                        • Figure 28: Product usage, by gender and age, April 2018
                                                      • Product use most pronounced among Hispanic Millennials
                                                        • Figure 29: Product usage, by Hispanic origin, April 2018
                                                    • Frequency of Use

                                                      • Proactive digestive care garners strongest adherence
                                                        • Figure 30: Frequency of product usage, April 2018
                                                      • Fiber supplement brands should tailor messaging by age
                                                        • Figure 31: Frequency of fiber supplement usage, by age, April 2018
                                                      • Women may be unprepared to treat gas
                                                        • Figure 32: Frequency of gas relief medications usage, by gender, April 2018
                                                    • Store Brand Perceptions

                                                      • Store brand purchasing varies by product type
                                                        • Figure 33: Store brand purchasing, by product type, April 2018
                                                        • Figure 34: Store brand trust and perceptions, by product type, April 2018
                                                        • Figure 35: Brand and professional’s role in purchasing, by product type, April 2018
                                                      • Store brand digestive remedies hold significant share of the market
                                                        • Figure 36: Multi-outlet sales of private label, by segment, rolling 52 weeks 2017 and 2018
                                                      • Young adults are driven by price
                                                        • Figure 37: Store brand attitudes and behaviors – Any remedy (net), by age, April 2018
                                                      • Hispanic adults have higher than average trust in store brands
                                                        • Figure 38: Store brand attitudes and behaviors – Any remedy (net), by Hispanic origin, April 2018
                                                    • Spotlight on Acid Reducers

                                                      • Young adults new to the category driving increased usage
                                                        • Figure 39: Change in use of acid reducers, by age, April 2018
                                                      • Change in diet and lack of need impacting acid reducer usage
                                                        • Figure 40: Reasons for using acid reducers less often, April 2018
                                                    • Spotlight on Laxatives

                                                      • Laxatives are occasionally, if not rarely, used
                                                        • Figure 41: Frequency of laxative use, by age, April 2018
                                                      • Laxatives are a last resort for users
                                                        • Figure 42: Attitudes toward laxatives, by laxative users, April 2018
                                                      • Comfort with laxatives improves with age
                                                        • Figure 43: Attitudes toward laxatives, by age, April 2018
                                                    • Spotlight on Probiotics

                                                      • Probiotic use is low, yet adherence is strong
                                                        • Figure 44: Probiotic supplement use compared to any OTC digestive health product use, by gender and age, April 2018
                                                        • Figure 45: Frequency of using probiotic supplements, by age, April 2018
                                                      • Consumers expect probiotics to be multifaceted
                                                        • Figure 46: Reasons for taking probiotics, April 2018
                                                        • Figure 47: Select reasons for taking probiotics, by age, April 2018
                                                      • Probiotics growth is strong; yet leading brands stall in MULO
                                                        • Figure 48: Total US Sales growth and forecast of probiotics, at current prices, 2012-21(est)
                                                      • Brands with multifunctional, yet targeted, digestive health benefits experience growth
                                                        • Probiotics build on general wellbeing properties with immunity-boosting benefits
                                                          • Figure 49: Multi-outlet sales of select probiotics products companies and brands, rolling 52 weeks 2017 and 2018
                                                        • Probiotic purchases are influenced by several factors
                                                          • Figure 50: Important factors when purchasing probiotics, April 2018
                                                          • Figure 51: Select important factors when purchasing probiotics, by age, April 2018
                                                          • Figure 52: TURF analysis – Probiotics purchase influencers, May 2018
                                                        • Methodology
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 53: Total US sales and forecast of digestive health products, at inflation-adjusted prices, 2012-22
                                                                        • Figure 54: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
                                                                        • Figure 55: Total US retail sales of digestive health products, by segment, at current prices, 2016 and 2018
                                                                        • Figure 56: Total US retail sales of digestive health products, by channel, at current prices, 2013-18
                                                                        • Figure 57: Total US retail sales of digestive health products, by channel, at current prices, 2016 and 2018
                                                                    • Appendix – Key Players

                                                                        • Figure 58: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 59: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 60: Multi-outlet sales of stomach remedies and antidiarrheals, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                    • Appendix – The Consumer

                                                                        • Figure 61: Digestive health frequency self-assessment, by digestive product used, May 2017
                                                                        • Figure 62: Digestive health level of discomfort self-assessment, by digestive product used, May 2017
                                                                        • Figure 63: Table – TURF analysis – Probiotics purchase influencers, May 2018

                                                                    Digestive Health - US - July 2018

                                                                    US $4,395.00 (Excl.Tax)