"With more people using OTC digestive products, brands should shift their marketing from just treating symptoms to promoting daily use for overall wellness."
Dr. Max Bruening, Research Analyst - Health & Wellbeing, Germany
In the six months leading up to February 2026, the use of digestive supplements or over-the-counter remedies among Germans with digestive health issues saw a significant rise. 36% of those affected turned to these treatments, a notable increase from 22% in 2023. This sharp rise reflects a more proactive, preventive approach towards digestive health, boding well for propositions that target digestive maintenance beyond episodic relief. As digestive support becomes more routine-based, brands have an opportunity to drive ongoing engagement by embedding products into daily habits, supported by convenience and enjoyment through easy-to-use formats and appealing flavours.
At the same time, consumers understand digestive health as a foundation for broader wellbeing rather than a stand-alone benefit. With 76% of Germans saying they understand how digestion affects overall health, consumers readily link gut health to outcomes such as immunity, mood and sleep. This creates space for multifunctional propositions that connect digestive support with adjacent wellness needs, reflecting more holistic expectations of digestive health solutions.
For the purposes of the market size, this Report covers gastrointestinal OTC medications and excludes those which require prescriptions but includes pharmacy-approved. Vitamins and supplements are excluded unless they are combined with gastrointestinal medicines and these form a main selling point; or marketed solely as remedies for specific digestive conditions and classified as such by the authorities. If this is the case, they may be included. Market size comprises sales through all retail channels, including direct-to-consumer.
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