US Digestive Health Market Report 2024

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 size: Total retail sales of digestive health products reached $6.2b in 2023, with further growth forecast over the short- and long-term.

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