Table of Contents
Executive Summary
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- GI remedies market enjoys strong value sales growth
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- Figure 1: Best- and worst-case forecast of UK value sales of gastrointestinal remedies, 2010-20
- Launch activity tumbles
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- Figure 2: New product launches in the gastrointestinal remedies market, by launch type, 2012-15
- Treating GI health issues
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- Figure 3: Experience of gastrointestinal health problems and treatments used, February 2016
- Stress proves leading cause of GI health problems
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- Figure 4: Factors contributing to experience of GI problems in the last 12 months, February 2016
- Controlling GI problems with diet
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- Figure 5: Attitudes towards treating GI health problems, February 2016
- GI preparation limited
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- Figure 6: Attitudes towards GI remedies, February 2016
- What we think
Issues and Insights
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- Driving usage through preparatory purchases
- The facts
- The implications
- Stimulating growth through brand extension
- The facts
- The implications
- Digital educational initiatives
- The facts
- The implications
The Market – What You Need to Know
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- GI remedies market enjoys strong value sales growth
- Indigestion remedies drive market growth
- Supermarkets and chemists dominate sales
- Baby boom slows
- GI prescriptions continue to rise
- Healthy eating boom
- Indigestion remedies linked to dementia
Market Size and Forecast
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- GI remedies market enjoys strong value sales growth
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- Figure 7: UK retail value sales of gastrointestinal remedies, at current and constant prices, 2010-20
- Innovation could boost category
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- Figure 8: Best- and worst-case forecast of UK value sales of gastrointestinal remedies, 2010-20
Segment Performance
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- Indigestion remedies drive market growth
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- Figure 9: UK retail value sales of gastrointestinal remedies, by segment, 2014-15
- Sales of IBS remedies continue to grow
Channels to Market
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- Supermarkets and chemists dominate sales
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- Figure 10: UK retail value sales of gastrointestinal remedies, by outlet type, 2014-15
- Discounters continue to grow share
Market Drivers
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- Ageing population
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- Figure 11: Trends in the age structure of the UK population, 2010-20
- Baby boom slows
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- Figure 12: Trends in the number of live births, England and Wales, 2004-14
- GI prescriptions continue to rise
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- Figure 13: Number of gastrointestinal prescription items dispensed, 2009-14
- War on sugar
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- Figure 14: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
- Healthy eating gathers more momentum
- Foreign travel declines in 2015
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- Figure 15: UK residents’ visits abroad, by month, December 2013-December 2015
- Indigestion remedies linked to dementia
Key Players – What You Need to Know
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- Own-label continues to claw share from independent brands
- Launch activity tumbles
- Brands continue to grow share of NPD
- Botanical claims signal shift towards natural
- Pfizer launches Nexium Control product
- Exploring alternative advertising channels
Market Share
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- Own-label continues to claw share from independent brands
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- Figure 16: UK retail value sales of gastrointestinal remedies, by brand, years ending January 2015 and 2016
- Gaviscon dominates value sales
Launch Activity and Innovation
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- Launch activity tumbles
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- Figure 17: New product launches in the gastrointestinal remedies market, by launch type, 2012-15
- Ingestible remedies dominate GI market
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- Figure 18: New product launches in the gastrointestinal remedies market, by format type, 2012-15
- Brands continue to grow share of NPD
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- Figure 19: New product launches in the gastrointestinal remedies market, branded vs own-label, 2012-15
- Botanical claims signal shift towards natural
Brand Communication and Promotion
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- Boom in advertising spend
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- Figure 20: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, 2012-15
- Alternative advertising channels
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- Figure 21: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, by media type, 2012-15
- Reckitt Benckiser leads adspend in GI category
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- Figure 22: Total above-the line, online display and direct mail advertising expenditure on gastrointestinal remedies, by top 10 advertisers, 2012-15
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 23: Attitudes towards and usage of selected brands, March 2016
- Key brand metrics
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- Figure 24: Key metrics for selected brands, March 2016
- Brand attitudes: Gaviscon scores highly for quality
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- Figure 25: Attitudes, by brand, March 2016
- Brand personality: Rennie suffers “tired” brand image
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- Figure 26: Brand personality – Macro image, March 2016
- Boots Pharmaceuticals seen as classic
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- Figure 27: Brand personality – Micro image, March 2016
- Brand analysis
- Gaviscon enjoys almost universal awareness
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- Figure 28: User profile of Gaviscon, March 2016
- 83% would recommend Imodium
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- Figure 29: User profile of Imodium, March 2016
- Boots Pharmaceuticals proves most trusted brand
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- Figure 30: User profile of Boots Pharmaceuticals, March 2016
- Rennie brand could benefit from product innovation
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- Figure 31: User profile of Rennie, March 2016
- Senokot proves less well known
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- Figure 32: User profile of Senokot, March 2016
- Opportunities for Buscopan to shed niche image
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- Figure 33: User profile of Buscopan, March 2016
The Consumer – What You Need to Know
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- Experience of GI health issues
- Young adults turn to diet to fix their GI issues
- Stress proves leading cause of GI health problems
- 16-24s most prone to viral gastrointestinal ailments
- Further opportunities for food education
- Responsibility for buying GI remedies
- GI preparation limited
- Branded vs own-label
- GI education
Experience of GI Ailments and Treatments Used
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- Experience of GI health issues
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- Figure 34: Experience of gastrointestinal health problems in the past 12 months, February 2016
- Experience by age
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- Figure 35: Experience of gastrointestinal health problems in the past 12 months, by age, February 2016
- Women more likely to experience GI issues
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- Figure 36: Experience of gastrointestinal health problems, by gender, February 2016
- Treating GI health issues
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- Figure 37: Experience of gastrointestinal health problems and treatments used, February 2016
- Young adults turn to diet to fix their GI issues
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- Figure 38: Proportion of adults using diet to treat experience of gastrointestinal health problems, by age, February 2016
Factors Contributing to Experience of GI Problems
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- Stress proves leading cause of GI health problems
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- Figure 39: Factors contributing to experience of GI problems in the last 12 months, February 2016
- Over a quarter of sufferers cite poor diet as a cause
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- Figure 40: Proportion of adults citing “poor diet” as a cause of GI problems in the last 12 months, by gender and age, February 2016
- Young adults prove most prone to viral gastrointestinal ailments
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- Figure 41: Proportion of adults who cite a virus as a factor behind their experience of GI problems in the last 12 months, by age, February 2016
Attitudes towards Treating GI Problems
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- Controlling GI problems with diet
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- Figure 42: Attitudes towards treating GI health problems, February 2016
- A natural approach
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- Figure 43: Attitudes towards treating GI health problems (continued), February 2016
- Boosting trust in exercise as a remedy
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- Figure 44: Attitudes towards exercise to treat GI health problems, February 2016
Shopping for GI Remedies
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- Responsibility for buying GI remedies
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- Figure 45: Proportion of adults who have bought GI remedies in the last 12 months, by gender, February 2016
- Purchase channel
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- Figure 46: Channels used to purchase GI remedies in the last 12 months, February 2016
General Attitudes towards GI Remedies
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- GI preparation limited
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- Figure 47: Attitudes towards accessibility of GI remedies, February 2016
- Encouraging young adults to stock up on GI remedies
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- Figure 48: Selected attitudes towards GI remedies, by age, February 2016
- Branded vs own-label
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- Figure 49: Attitudes towards selecting GI remedies, February 2016
- GI education
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- Figure 50: Attitudes towards treating GI issues, February 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- Brand research
- Brand map
- Correspondence analysis
Appendix – The Market
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- Figure 51: UK retail value sales of gastrointestinal remedies, by segment, 2013-15
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Appendix – Key Players
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- Indigestion remedies
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- Figure 52: UK retail value sales of indigestion remedies, by brand, years ending January 2015 and 2016
- Anti-diarrhoeals
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- Figure 53: UK retail value sales of diarrhoea remedies, by brand, years ending January 2015 and 2016
- Laxatives
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- Figure 54: UK retail value sales of laxatives, by brand, years ending January 2015 and 2016
- Stomach upset remedies
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- Figure 55: UK retail value sales of stomach upset remedies, by brand, years ending January 2015 and 2016
- Irritable bowel syndrome remedies
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- Figure 56: UK retail value sales of IBS remedies, by brand, years ending January 2015 and 2016
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