Description

This Digestive Health market report provides comprehensive and current information and analysis of the US Digestive Health market including US Digestive Health market size, anticipated market forecast, relevant market segmentation, and industry trends for the Digestive Health market in the US.

Current market landscape

Over the last year, US adults reported an increase in digestive health concerns and were more engaged in OTC digestive health product use as a result. Despite this, however, a significant number of consumers continue to forgo digestive products in favor of lifestyle habits or simply waiting for symptoms to abate, suggesting the OTC remedy market will remain relatively stable for the foreseeable future.

Future trends in US digestive health market share

A year and a half into the COVID-19 pandemic, immune system strength remains top-of-mind for consumers, and a desire for control has many consumers focusing on ways to optimize their holistic health. Though digestive health is widely understood to be a vital piece of overall wellbeing, category players must elevate the importance of gastrointestinal maintenance in consumers’ eyes by encouraging proactive purchase and use of digestive health products. Brands can capture new audiences, capture digestive health market share, and drive more regular product use by incorporating multifunctional digestive relief remedies that provide aid in other areas of holistic health, such as stress relief and immunity building, into their offerings.

Read on to discover more about the US Digestive Health consumer market, read our US Vitamins, Minerals and Supplements Shopper Market Report 2021, or take a look at our other Health and Wellbeing market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and OTC digestive health products.
  • Increased stress and unpredictable routines have heightened incidence of digestive health concerns.
  • Consumers have increased engagement with the category, though financial uncertainty around the ongoing COVID-19 pandemic may result in decreased spending on OTC digestive products.
  • Multifunctional product benefits will drive category innovation.
  • Opportunity lies in positioning digestive health products as preventative rather than reactive solutions.
  • Digestive Health Products Market Demand.

Covered in this report

Brands include: Sanofi-Aventis, Pedialyte, Pepto-Bismol, Dulcolax, MiraLAX, TUMS, Bayer AG, J&J, GSK, P&G, Metamucil, Prilosec OTC, Pepcid, Zantac, Nexium 24HR, GasX, Gaviscon, DulcoEase, DulcoEase Pink, Sanofi-Aventis, Phillips, Ensure, Abbott Laboratories, Imodium, Gaia Herbs, GaiaKids, Homeolab USA Inc, Homeolab USA Kids Relief, Pepto Kids, Pharmavite, Pharmavite, Darna & Co LLC, NoMo Nausea Kids, Hyland’s Inc, Hyland’s 4 Kids, Schiff, Culturelle, Align, Benefiber, Phillips Colon Health, Trubiotics, Pedialyte Sport, Hydralyte+, Alka-Seltzer, Mylanta, UpSpring, GoLive, Inner-Eco, Love Wellness Bye Bye Bloat, The Nue Co.

Expert analysis from a specialist in the field

This report, written by Sara Nettesheim, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Personal health is top-of-mind for US adults amid the continued threat of COVID-19 and new virus variants, and an emphasis on the holistic nature of overall wellbeing has many consumers considering their digestive health more seriously. With gastrointestinal issues on the rise, brands and consumers alike are looking to sources outside of diet and seeking products that address the multifaceted causes of many digestive concerns. Brands must acknowledge the interconnected nature of consumers’ symptoms, and develop and market their products accordingly.
Sara Nettesheim, Health & Wellness Analyst
Sara Nettesheim
Consumer Insights Analyst, Health and Wellness

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and forecast of digestive health, at current prices, 2016-26
    • Stomach remedies and laxatives poised to support category growth
      • Figure 2: Total US retail sales and forecast of digestive health, by segment, at current prices, 2016-26
    • Economic uncertainty caused by COVID-19 variants threatens growth
      • Figure 3: Consumer Confidence Index, 2010-21
    • Impact of COVID-19 on OTC digestive health products
      • Figure 4: Short-, medium- and long-term impact of COVID-19 on OTC digestive health products, 2021
    • Opportunities and challenges
    • Encourage product use by calling attention to symptoms
      • Figure 5: Management of digestive concerns, 2021
      • Figure 6: Attitudes toward digestive health tracking, by digestive concerns experienced, 2021
    • Market digestive health as part of everyday, holistic wellbeing
      • Figure 7: Motivations for maintaining digestive health, 2021
    • Reach elusive Generation Z with multifunctional products
      • Figure 8: Frequency of digestive concerns related to various sources, by age, 2021
    • Capture loyal audiences by addressing specific consumer circumstances
      • Figure 9: Frequency of digestive concerns related to exercise, 2021
  3. The Market – Key Takeaways

    • Digestive health category maintains slow growth
    • Vaccinated consumers reach for laxatives and stomach remedies as antacids’ growth falters
    • COVID-19 variants trigger economic uncertainty, increase in immunity-focused products
    • Millennials maintain position as most engaged demographic
  4. Market Size and Forecast

    • Digestive health market continues slow, gradual growth
      • Figure 10: Total US sales and forecast of digestive health, at current prices, 2016-26
      • Figure 11: Total US sales and forecast of digestive health, at current prices, 2016-26
  5. Segment Performance

    • Laxatives, stomach remedies support future category growth as antacids lose market share
      • Figure 12: Total US retail sales and forecast of digestive health, by segment, at current prices, 2016-26
    • Pandemic life increases long-term demand for laxatives
      • Figure 13: Total US retail sales of digestive health, by segment, at current prices, 2019 and 2021
  6. Market Factors

    • New COVID-19 variants cause economic uncertainty
      • Figure 14: Consumer Confidence Index, 2010-21
    • Threat of COVID-19 increases interest in immune-boosting products
      • Figure 15: Attitudes toward COVID-19 variants, 2021
      • Figure 16: Digestion and immunity products, 2020-21
    • Millennials represent key demographic for brands in the future
      • Figure 17: Repertoire of digestive concerns, by age, 2021
      • Figure 18: Population aged 18 or older, by age, 2014-24
  7. Companies and Brands – Key Takeaways

    • Brand sales stabilize after pandemic unpredictability
    • Product repositioning delivers results
    • Quarantine stifles growth in kids’ sector
    • Probiotics require improvement in messaging
    • Exercise and sleep provide category-wide opportunity
  8. Market Share

    • Brands begin stabilizing after tumultuous pandemic year
      • Figure 19: Multi-outlet sales of digestive health, by leading companies, rolling 52 weeks 2020 and 2021
    • Despite continued growth, J&J’s Pepcid faces new competition
      • Figure 20: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Innovation for Dulcolax supports Sanofi-Aventis
      • Figure 21: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Consumers seek advanced hydration from Abbott Laboratories
      • Figure 22: Multi-outlet sales of stomach remedies/antidiarrheal, by leading companies and brands, rolling 52 weeks 2020 and 2021
  9. What’s Working

    • MiraLAX benefits from emotional connection
      • Figure 23: Motivations for maintaining digestive health, by age, 2021
      • Figure 24: Instagram Post, MiraLAX
      • Figure 25: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • TUMS boosts sales by encouraging forward thinking
      • Figure 26: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 27: Tweet and retweet, TUMS
  10. What’s Struggling

    • Children’s brands stumble due to sheltered target audience
      • Figure 28: Multi-outlet sales of digestive health brands for kids, rolling 52 weeks 2020 and 2021
    • Uncertain consumers shun probiotics
      • Figure 29: Multi-outlet sales of probiotic brands, rolling 52 weeks 2020 and 2021
      • Figure 30: TikTok Post, Ben Schmidt
  11. What to Watch

    • Exercise- and stress-induced symptoms present room for growth
      • Figure 31: Sources of digestive health concerns, by frequency, 2021
    • Go beyond hydration to help physically active consumers
    • Simplify digestive maintenance via product formats and ingredients
  12. The Consumer – Key Takeaways

    • Present digestive health as a priority
    • Preventative products present opportunity for growth
    • Look beyond food for sources of digestive strife
    • Position digestive health as piece of holistic wellbeing
    • Multifunctional digestive products show potential
    • Education needed to encourage digestive supplement use
  13. Product Usage

    • Pair digestive health products with healthy eating habits
      • Figure 32: Product usage, 2020 and 2021
    • Millennials remain product power users
      • Figure 33: Repertoire of product usage, by age, 2021
    • Position digestive products as vital and value-driven
      • Figure 34: Product usage (net), by household income, 2021
    • Mothers and fathers play unique roles in digestive product purchases
      • Figure 35: Product usage (net), by parental status and gender, 2021
  14. Digestive Health Concerns

    • Pandemic stress causes spike in digestive issues
      • Figure 36: Digestive concerns, 2020 and 2021
    • Mainstream brands miss the mark on menstruation
      • Figure 37: Digestive concerns, by age and gender, 2021
    • Appeal to consumers suffering in silence
      • Figure 38: Management of digestive concerns, 2021
    • Proactive OTCs vs reactive OTCs
      • Figure 39: Management of digestive concerns, 2021
  15. Sources of Digestive Health Concerns

    • Capture new audiences by addressing stress and sleep
      • Figure 40: Frequency of digestive concerns related to various sources, 2021
      • Figure 41: Frequency of digestive concerns related to various sources, by age, 2021
      • Figure 42: TikTok post, Steph Grasso, MS, RD
    • Tap into sleep-deprived parents
      • Figure 43: Frequency of digestive concerns related to lack of sleep, by parental status, 2021
    • Target physically active consumers with consistent issues
      • Figure 44: Frequency of digestive concerns related to exercise, 2021
  16. Motivations to Maintain Digestive Health

    • Reach healthy consumers through their gut
      • Figure 45: Importance of maintaining digestive health, by digestive concerns experienced, 2021
    • Address digestive problems now to prevent future issues, boost sales
      • Figure 46: Motivations for maintaining digestive health, 2021
    • Prioritize specific products when adding immunity-boosting ingredients
      • Figure 47: Motivations for maintaining digestive health, by digestive concerns experienced, 2021
  17. Attitudes toward Managing Digestive Health

    • Market multifunctional products as improved, not new
      • Figure 48: Interest in multifunctional digestive health products, by number of digestive health products used, 2021
    • Encourage product use through digestive tracking
      • Figure 49: Attitudes toward digestive health tracking, by digestive concerns experienced, 2021
      • Figure 50: Care/of tracking app
    • Increase product footprint with lifestyle brand partnerships
      • Figure 51: Management of digestive concerns, by digestive health products (net), 2021
  18. Attitudes toward Digestive Health Supplements

    • Encourage women’s supplement use through product education
      • Figure 52: Attitudes toward digestive health supplements, by gender, 2021
      • Figure 53: Instagram Post, The Nue Co.
    • Cater to mothers with immunity-boosting probiotics
      • Figure 54: Attitudes toward digestive health supplements, by parental status and gender, 2021
    • Low-level sufferers of digestive issues lack understanding of supplements
      • Figure 55: Repertoire of digestive health concerns, 2021
      • Figure 56: Attitudes toward digestive health supplements, by digestive concerns experienced, 2021
  19. Appendix – Data Sources and Abbreviations

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

      • Figure 57: Total US sales and forecast of digestive health, at inflation-adjusted prices, 2016-26
      • Figure 58: Total US sales and forecast of digestive health products, by segment, at current prices, 2016-26
      • Figure 59: Total US retail sales of digestive health, by channel, at current prices, 2016-21

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