Description

“Gastrointestinal issues continue to plague consumers on a regular basis as a result of stress, lifestyle and environmental challenges. As consumers strive to optimize their overall health and wellbeing, they are recognizing the vital role that the gut microbiome plays. Consumers seek to treat the underlying causes of digestive issues through positive lifestyle changes and products that heal the digestive system. Brands can build on this consumer curiosity to create products that provide digestive support and improve overall health.”

– Dorothy Kotscha, Health Analyst

This Report will look at the following areas:

  • Areas of digestive concern, including the most prevalent types of digestive ailments and the frequency with which consumers experience these digestive discomforts
  • How digestive health has changed over the past 12 months and cause of digestive changes
  • What types of products consumers are using to manage digestive concerns as they arise and what types of digestive remedies and treatments consumers are interested in trying in the future
  • Consumer sentiment toward reactionary and preventative strategies for improving their digestive health

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of digestive health market, at current prices, 2017-27
      • Figure 2: Digestive health outlook, 2022-27
    • Opportunities and challenges
    • Build on probiotic familiarity to promote prebiotics and postbiotics
    • Include preventative solutions to help consumers improve gut health and avoid digestive concerns
    • Category players may be challenged to overcome current digestive health measures
    • Key consumer insights
  3. Market Size and Forecast

    • Digestive health market expected to grow despite economic uncertainty
      • Figure 3: Total US sales and fan chart forecast of digestive health market, at current prices, 2017-27
      • Figure 4: Total US retail sales and forecast of digestive health products, at current prices, 2017-27
  4. Segment Performance

    • Antacids drive digestive health market
      • Figure 5: Total US retail sales of digestive health products, by segment, at current prices, 2017-27
  5. Market Factors

    • Economic uncertainty sparks recessionary concerns
      • Figure 6: Consumer Confidence Index, 2010-22
    • COVID-19 and variants may disrupt the gut microbiome
  6. Key Players

    • Top digestive health brands see strong sales growth
    • Sales of the digestive health products market by company
      • Figure 7: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2021 and 2022
    • Branded antacid sales growth outpaces private label brands
      • Figure 8: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Probiotic familiarity opens door for pre- and postbiotics
      • Figure 9: Select digestive remedy interest, 2022
      • Figure 10: Ritual, 2022
    • Metamucil challenges consumers to make fiber part of their daily routine
      • Figure 11: Attitudes toward digestive health, 2022
      • Figure 12: Metamucil, 2021
  8. The Digestive Health Consumer – Fast Facts

    • Digestive concerns on the rise alongside issues
    • Most consumers experience digestive issues regularly
    • Consumers toward what’s familiar when it comes to digestive discomfort
    • Postbiotics, enzymes hold potential
    • Consumers take some preventative steps to manage gut health
    • Additional support may be needed as consumers focus on the importance of gut health
  9. Digestive Concerns

    • Consumers experience an increase in digestive concerns
      • Figure 13: Digestive concerns, 2021-22
    • Women suffer more often with digestive concerns
      • Figure 14: Select digestive concerns, by gender, 2022
      • Figure 15: Ollywellness, 2022
    • Stomach pain and nausea issues peak among Gen Z
      • Figure 16: Select digestive concerns, by generation, 2022
      • Figure 17: Tums, 2022
  10. Frequency of Digestive Issues

    • Digestive discomfort is regular occurrence for most adults
      • Figure 18: Frequency of digestive issues, 2022
    • Generation Z consumers are more likely to suffer digestive issues daily
      • Figure 19: Frequency of any gastrointestinal/digestive issue (net), by generation, 2022
    • Parents experience regular digestive issues
      • Figure 20: Frequency of any gastrointestinal/digestive issue (net), by parent, 2022
  11. Digestive Health Changes

    • Adults report increase in digestive issues
      • Figure 21: Changes in digestive health, 2022
    • Uptick in digestive health issues among younger generations
      • Figure 22: Changes in digestive health, by generation, 2022
  12. Digestive Health Factors

    • Stress and anxiety are biggest contributors to digestive concerns
      • Figure 23: Digestive factors, 2022
      • Figure 24: Centrum Immune & Digestive Support Capsules
    • Stress is the top contributor to Generation X’s digestive concerns
      • Figure 25: Select digestive factors, by generation, 2022
    • Hispanics digestive health negatively impacted from all angles
      • Figure 26: Select digestive factors, Hispanic origin, 2022
  13. Product Usage

    • Consumers gravitate toward products with symptom relief
      • Figure 27: OTC digestive remedy usage, 2022
    • Product usage among Gen Z remains low despite regular digestive issues
      • Figure 28: OTC digestive remedy usage, by generation, 2022
  14. Remedy Interest

    • Preventative remedies hold strong interest
      • Figure 29: Digestive remedy interest, 2022
      • Figure 30: get_friska, 2021
    • Millennials are a strong target for biotic blends
      • Figure 31: Select digestive remedy interest, among Millennials, 2022
    • Black consumers look to food-based remedies for digestive concerns
      • Figure 32: Select digestive remedy interest, by Black consumers 2022
  15. Attitudes Toward Digestive Remedies

    • Consumers manage digestive health with an ounce of prevention
      • Figure 33: Attitudes toward digestive remedies, 2022
    • Dads take preventative approach to manage gut health
      • Figure 34: Attitudes toward digestive remedies, by parental status, by gender 2022
  16. Attitudes Toward Digestive Health

    • Introduce multifunctional digestive remedies to meet consumer interest
      • Figure 35: Attitudes toward digestive health, 2022
    • Millennials hold strongest interest in multifunctional benefits
      • Figure 36: Attitudes toward digestive health, by Millennials, 2022
    • Target Hispanic women with multifunctional products
      • Figure 37: Attitudes toward digestive health, by Hispanic origin, by gender, 2022
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  18. Appendix – The Market

      • Figure 38: Total US retail sales and forecast of digestive health products, at inflation-adjusted prices, 2017-27
      • Figure 39: Average annual household spending on digestive health products, 2017-22
      • Figure 40: Total US retail sales of digestive health products, by segment, at current prices, 2020 and 2022
      • Figure 41: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 42: Multi-outlet sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 43: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2017-27
      • Figure 44: Total US retail sales and forecast of antacids, at current prices, 2017-27
      • Figure 45: Total US retail sales and forecast of antacids, at inflation-adjusted prices, 2017-27
      • Figure 46: Growth of multi-outlet dollar sales and volume sales of antacids, 2017-21
      • Figure 47: Total US retail sales and forecast of laxatives, at current prices, 2017-27
      • Figure 48: Total US retail sales and forecast of laxatives, at inflation-adjusted prices, 2017-27
      • Figure 49: Growth of multi-outlet dollar sales and volume sales of laxatives, 2017-21
      • Figure 50: Total US retail sales and forecast of stomach remedies/antidiarrheals, at current prices, 2017-27
      • Figure 51: Total US retail sales and forecast of stomach remedies/antidiarrheals, at inflation-adjusted prices, 2017-27
      • Figure 52: Growth of multi-outlet dollar sales and volume sales of stomach remedies/antidiarrheals, 2017-21
      • Figure 53: Total US retail sales of digestive health products, by channel, at current prices, 2020 and 2022
      • Figure 54: Total US retail sales of digestive health products, by channel, at current prices, 2017-22
      • Figure 55: US supermarket sales of digestive health products, at current prices, 2017-22
      • Figure 56: US drugstore sales of digestive health products, at current prices, 2017-22
      • Figure 57: US sales of digestive health products through other retail channels, at current prices, 2017-22
      • Figure 58: Multi-outlet sales of select probiotic brands, rolling 52 weeks 2021 and 2022
  19. Appendix – The Consumer

      • Figure 59: TURF Analysis – Reasons for increased digestive health concerns, 2022
      • Figure 60: Table – TURF Analysis – Reasons for increased digestive health concerns, 2022
    • Methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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