Stay ahead of the curve and future-proof your business with Mintel’s US Digestive Health Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviors affecting your industry. Get a 360° view of the US Digestive Health market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Topics Analyzed in this Report

  • The size, segmentation and key trends driving growth in the Digestive Health market.
  • Competitive strategies, as seen in the product innovation among major and niche suppliers as well, and marketing opportunities, especially relative to core consumer groups.
  • Frequency and type of digestive health issues experienced.
  • Type of remedies consumers turn to when in need of digestive relief.
  • Consumers’ attitudes and behaviors toward digestive health.

Current Digestive Health Market Overview

The US digestive health market has stabilized, following a stronger than average growth in 2021-22. Mintel forecasts that stable growth will continue over the next five years, and could reach $7.2 billion by 2028.

  • Digestive health products market size: Mintel estimates 4.3% growth in 2023, increasing the market to $6.1 billion.

The steady growth in the digestive health products market is being driven by an increasing prevalence of digestive ailments in Americans, and consumers taking control of their digestive health. But, it remains more common to use reactive OTC remedies than to proactively ward off issues.

  • Digestive health market segmentation: Antacids maintain control of the digestive health market, with a 46.7% share of the market. Highlighting consumers’ preference to treat issues rather than prevent.

US Digestive Health Market Trends and Innovation Opportunities

Market digestive health products as multifunctional health aids

There is an increasing demand for multifunctional products in the digestive health market. For example, over two thirds of Americans would be interested in digestive health products that improve the immune system or improve mental health.

Innovative experiences can grow core consumers

Digestive health is challenged in attracting core demographics: younger adults, parents and women. Brands can increase appeal to these groups by creating unique products with innovative formats and ingredients. Making these products more engaging and relevant to important consumer groups will encourage a higher product adoption rate.

Educate Gen Z consumers

When it comes to managing personal health, Gen Z adults are often less engaged due to having less health concerns. Because of this, Gen Z consumers would benefit from simple and straightforward guidance from trusted resources.

To learn more about the latest market trends and opportunities for growth in the industry, purchase our full US Digestive Health Market Report.

More About this Report

This report focuses on products marketed for digestive health or digestive relief that are available OTC. The market share and sales of the leading companies in the US digestive health industry are included in this report, these companies are: Procter and Gamble, Haleon, Bayer AG, and Johnson & Johnson.

Expert Analysis from a Health Industry Specialist

This report, written by Rebecca Watters, a leading household and health analyst, delivers in-depth commentary and analysis to highlight current trends in the US digestive health products market and add expert context to the numbers.

Symptomatic treatments for occasional issues will remain core to the market. Though digestive health is widely understood to be a vital piece of overall wellbeing, category players must work toward elevating the importance of proactive gastrointestinal maintenance which will aid in supporting other areas of holistic health. Blurring the lines with mental health, beauty, and personal care will help establish digestive health products into everyday routines and capture new audiences.

Rebecca WattersRebecca Watters
Associate Director – Household & Health

Table of Contents

  1. Overview

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

              • Top takeaways
                • Consumer trends
                  • Digestive issues on the rise, underpinning market growth
                    • Figure 1: Change in digestive health, trended, 2020-23
                  • Focus on younger adults who are more engaged in the market
                    • Figure 2: Gastrointestinal product usage, by generation, 2023
                  • Market digestive products as multifunctional health aids
                    • Figure 3: Interest in digestive remedies, 2023
                  • Competitive strategies
                    • P&G expands leading position with Metamucil and Pepto-Bismol growth
                      • Private label holds steady in closing gap on name brand market share
                        • Market predictions
                          • Market maintains measured, yet consistent, growth
                            • Figure 4: Total US sales and fan chart forecast of digestive health product market, at current prices, 2018-28
                            • Figure 5: Digestive health category outlook, 2023-28
                          • Opportunities
                            • Grow core consumers through fun and innovative experiences
                              • Focus on new gut associations to build routine
                                • Science solidifies gut health in the holistic wellbeing, provides credibility to claims
                                • Market Size and Forecast

                                  • Digestive health market stabilizes
                                    • Figure 6: Total US sales and fan chart forecast of digestive health product market, at current prices, 2018-28
                                    • Figure 7: Total US sales and forecast of digestive health products, at current prices, 2018-28
                                • Segment Performance

                                  • Antacids control market, yet losing share to other segments
                                    • Figure 8: Total US retail sales of digestive health products, by segment, at current prices, 2021 and 2023
                                • Market Drivers

                                  • Economic uncertainty could further propel private label growth
                                    • Figure 9: Consumer Price Index change from previous period, 2007-23
                                  • Older consumers are less engaged, but warrant focus to grow market
                                    • Figure 10: US population by age, 2018-28
                                  • The rise of at-home diagnostic tests raises awareness
                                    • The benefits of -biotics called into question
                                    • Key Players

                                      • Strong performance across the board from nearly all leading players
                                        • Sales of digestive health products by company
                                          • Figure 11: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2022 and 2023
                                      • Competitive Strategies and Market Opportunities

                                        • Adoption of functional food and drink challenges probiotic space
                                          • Figure 12: Multi-outlet sales of select probiotic brands, rolling 52 weeks 2022 and 2023
                                          • Figure 13: Food and drink with functional ingredients linked to digestive support
                                        • Lifestyle marketing offers opportunity for key players
                                          • Figure 14: TUMS Love Food Back campaign, 2022
                                        • Layering benefits encompasses holistic health needs with value
                                          • Figure 15: Tums, Metamucil, Plant people
                                        • Next generation of gut health ingredients go beyond probiotics
                                        • The Digestive Health Consumer – Fast Facts

                                          • Digestive Ailments Experienced

                                            • Digestive issues become more prominent
                                              • Figure 16: Change in digestive health, trended, 2020-23
                                            • Most digestive health concerns occur fairly irregularly
                                              • Figure 17: Incidence of digestive issues, 2023
                                            • Women face a wider range of digestive issues
                                              • Figure 18: Number of gastrointestinal/digestive ailments experienced, by gender, 2023
                                            • Guide younger adults in managing their many gut issues
                                              • Figure 19: Select digestive ailments experienced, by age, 2023
                                          • Cause of Digestive Concerns

                                            • Emphasize brain-gut axis to capture new audiences
                                              • Figure 20: Cause of digestive concerns, 2023
                                            • Resonate with young women through mental wellness focus
                                              • Figure 21: Cause of digestive concerns – Increased stress and anxiety, by gender and age, 2023
                                            • Parents digestive health takes a hit from all angles
                                              • Figure 22: Cause of digestive concerns, by parental status, 2023
                                          • Product Usage

                                            • Reactive approach mirrored in usage patterns
                                              • Figure 23: Gastrointestinal product usage, 2023
                                            • Expanding repertoire can bolster growth
                                              • Figure 24: Repertoire of gastrointestinal product usage, 2023
                                            • Format can help digestive aids integrate into women’s everyday routines
                                              • Figure 25: Gastrointestinal product usage – Herbal tea, by gender, 2023
                                              • Figure 26: Pique, 2023
                                          • Interest in Digestive Remedies

                                            • Interests reveal potential to blur digestive health into daily routines
                                              • Figure 27: Interest in digestive remedies, 2023
                                            • Bring digestive health into new routines with women
                                              • Figure 28: Interest in select digestive remedies, by gender, 2023
                                            • Room to improve older adults’ interest in multifunctional benefits
                                              • Figure 29: Interest in select digestive remedies, by generation, 2023
                                          • Approach toward Managing Digestive Health

                                            • Adults resist early action in managing digestive health
                                              • Figure 30: Approach toward managing digestive health, 2023
                                            • Gen Z warrants educational focus
                                              • Figure 31: Approach toward managing digestive health – identifying digestive issues, by generation, 2023
                                          • Appendix – Data Sources and Abbreviations

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

                                                            • Figure 32: Total US sales and forecast of digestive health products, at inflation-adjusted prices, 2018-28
                                                            • Figure 33: Total US sales of antacids, at current prices, 2018-23
                                                            • Figure 34: Total US sales of antacids, at inflation-adjusted prices, 2018-23
                                                            • Figure 35: Total US sales of laxatives, at current prices, 2018-23
                                                            • Figure 36: Total US sales of laxatives, at inflation-adjusted prices, 2018-23
                                                            • Figure 37: Total US sales of stomach remedies/diarrheals, at current prices, 2018-23
                                                            • Figure 38: Total US sales of stomach remedies/diarrhelas, at inflation-adjusted prices, 2018-23
                                                            • Figure 39: Total US retail sales of digestive health products, by channel, at current prices, 2018-23
                                                        • Appendix – Companies and Brands

                                                            • Figure 40: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                            • Figure 41: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                            • Figure 42: Multi-outlet sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                        • Appendix – The Consumer

                                                            • Figure 43: Number of gastrointestinal/digestive ailments experienced, 2023

                                                        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.


                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


                                                        Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                        Below is a sample report, understand what you are buying.

                                                        Click to show report

                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                        Trusted by companies. Big and small.

                                                        Bell Logo - Mintel client
                                                        Boots Logo - Mintel Client
                                                        Kelloggs Logo - Mintel client
                                                        Samsung Logo - Mintel client
                                                        Nike Logo - Mintel client
                                                        Walgreens Logo - Mintel client

                                                        Want to speak to us directly?

                                                        Contact us on via phone or fill out a form with your enquiry.

                                                        Contact Us