Stay ahead of the curve with Mintel’s US Digestive Health Market Report 2024. The full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the US digestive health products market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
Key Insights Delivered in this Report:
- Market factors influencing digestive health market
- Digestive health ailments experienced in the past 12 months
- Frequency of digestive health ailments experienced
- Changes in digestive health issues in the past 12 months
- Usage and cessation of digestive health products
- Knowledge gaps in digestive health information
- Sources of digestive health information
- Attitudes around digestive health management
Current Digestive Health Market Overview
Consumers are currently experiencing digestive health issues like gas, diarrhea, and heartburn. In tandem, the rising sales of antacids and antidiarrheal medications show a preference for reactive treatment, highlighting the need for consumer to focus on a more proactive approach to gastrointestinal well-being.
US Digestive Health Market Trends
Digestive health is a crucial aspect of overall well-being. With upwards of 74% of adults in the U.S. experiencing digestive discomfort at least once a month, it is an issue that has a lot of space for improvement, and therefore has a lot of opportunity for brands to help these consumers along their journey. The digestive health market is rapidly evolving, driven by increasing consumer awareness and demand for holistic health solutions. As digestive health continues to become popularized and included in general health conversations, it will be imperative to educate consumers on the interconnectedness of gut health and overall holistic health and wellness. However, in the process of making digestive health more mainstream and better understood, brands, and even physicians, must contend with the challenge of destigmatizing “bathroom talk” to make discussions about digestive health more mainstream.
US Digestive Health Market Report Scope
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, including:
- 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 toH2 receptors on cell membranes it’s 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 following items are excluded from the scope of this report: enemas, lactose-intolerance medications, emetics/antiemetics, probiotic supplements and home remedies. Consumer use of/attitudes and behaviors toward OTC dietary supplements with digestive health benefits (probiotics, fiber supplements) are discussed within this report.
Meet The Expert
This report is written by David Hamlette. David joined Mintel as a health and wellness reports analyst in August 2023. Prior to Mintel, he worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
The digestive health market is growing, providing brands opportunity to connect with consumers through education, destigmatization, and dietary solutions.
David Hamlette
Research Analyst; Health and Wellbeing
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- The US GDP expanded by 1.6% in Q1 2024
- Graph 1: quarterly real GDP growth, 2020-24
- Consumer prices rose by 3.4% in April, slightly down from March
- Graph 2: headline CPI and shelter CPI, 2022-24
- Consumer sentiment fell by 13% in May
- Graph 3: consumer sentiment index, 2021-24
- The labor market softened this month, but unemployment still remains near historic lows
- Graph 4: unemployment rate, 2019-24
- Market drivers
- Economic uncertainty likely amplifying the impact and awareness of the gut-brain axis
- Market size and forecast
- Retail sales and forecast of digestive health products
- Market segmentation
- Market share of digestive health products , by segment
- Graph 5: market share % of total, by segment, 2024
- Retail sales and market share of digestive health products, by segment
- Market share/brand share
- Private labels place a challenge on big companies like P&G
- Sales of digestive health products , by company
- Haleon’s TUMS leads antacid sales and market share growth
- Moment in time mindset around laxatives likely responsible for decrease in sales
- Sales of laxatives, by company
- Familiarity pushes sales in stomach remedies
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Consumer Insights
- The digestive health consumer: fast facts
- Digestive health issues experienced
- Digestive health issues are declining, yet opportunities for improvement remain
- Graph 6: digestive health issues experienced in the past 12 months, trended, 2023-24
- Hispanic consumers experiencing higher rates of digestive health issues
- Graph 7: digestive health issues experienced in the past 12 months – NET, by race, 2024
- Women’s digestive health issues acknowledge heightened sense of stress
- Graph 8: digestive health issues experienced in the past 12 months, by gender, 2024
- Frequency of digestive health issues
- The decrease of issues does not mean a decrease in frequency of symptoms
- Graph 9: changes in digestive health, 2024
- Graph 10: frequency of digestive health issues – at least weekly, trended 2023-24
- 18-34s higher in frequency of digestive health issues…
- Graph 11: frequency of digestive health issues – at least weekly, by age, 2024
- …and seems to be worsening
- Graph 12: changes in digestive health – more issues experienced, by age, 2024
- Increased financial stress correlates with a higher frequency of digestive health issues
- Graph 13: frequency of digestive health issues – at least weekly, by financial situation, 2024
- Those who are struggling financially seeing less improvement
- Graph 14: changes in digestive health, by financial situation, 2024
- Continuation of digestive health treatment
- Usage and cessation of digestive health products can highlight “moment in time” solutions
- Graph 15: usage and cessation of digestive health products, 2024
- Parents use digestive health products more frequently than non-parents, likely because they are also using them for their children
- Graph 16: usage of digestive health products, by parental status, 2024
- Men are discontinuing their use of products at a higher rate compared to women
- Graph 17: cessation of digestive health products, by gender, 2024
- Gut-brain axis can affect sexual health as well
- Knowledge gaps in digestive health
- At the end of the day people do not know a lot about digestive health
- Graph 18: knowledge and interest in components of digestive health, 2024
- Consumers of all ages exhibit a significant interest in understanding digestive health, especially among older demographics
- Graph 19: interest in components of digestive health, 2024
- Discover innovative approaches to engage parents in learning more about digestive health, even if they believe they already understand the topic
- Graph 20: interest in components of digestive health, by parental status, 2024
- Sources of digestive health information
- Consumers depend on reviews, whether from family or social media
- Graph 21: sources of digestive health information, 2024
- Ollipop and Poppi offer brands opportunities to educate consumers about       -biotic solutions
- 18-34s rely on reviews and personal experience for information…
- Graph 22: select sources of digestive health information, by age, 2024
- …but 35-44s focus more on speaking with those specialized in health and wellness
- Graph 23: select sources of digestive health information, by age, 2024
- Attitudes around managing digestive health
- Consumers uncomfortable talking to friends and family about their “issues”
- Graph 24: attitudes around managing digestive health, 2024
- Younger consumers, who are less comfortable discussing digestive health, may turn to social media for its discretion
- Graph 25: attitudes around managing digestive health, by age, 2024
- Dr. Rossi “breaks down” products to help with constipation
- Parents interested in innovative products, but still need familiar ingredients included
- Graph 26: select attitudes around managing digestive health, by parental status and children in household, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- The rising trend of pre/probiotic drinks is easing consumers’ transition to proactive health solutions
- Graph 27: familiarity and interest in digestive health – NET, 2024
- F+D and VMS also profiting off popularity of -biotics
- Goli sells to avoid bankruptcy
- Activia encourages digestive health through tracking your gut.
- Marketing and advertising
- MiraLAX Gut gap
- Squatty Potty Tummy Tour
- Opportunities
- Help destigmatize “bathroom talk”
- The Gut Stuff opens up uncomfortable conversations
- Educate consumers on the holistic effects of gut health on the body, especially around stress
- Digestive health solutions can also tackle issues related to stress
- Deeper incorporate F+D and diet culture into gut health solutions
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Retail sales and fan chart for digestive health products
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