Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Growth slowing
- OTC switches drive growth
- Upcoming switches may spark more growth
- Private label a key competitor in every segment
- Drug stores lead retail channels
- Aging population will continue to bolster category
- Major companies dominate the GI remedy landscape
- Heavy advertising
- Wide use of GI remedies
Insights and Opportunities
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- Make retail the ally of self-reliant GI remedy consumers
- Drug stores: create a GI wellness center at the shelf
- Supermarkets: make food the focus of GI therapy
Fast Forward Trends
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- Maintenance and preventative care
- Debt can be a pain
- No health secrets
- Prevention on the mind
- Nutriceptives: blending nature and science
- Toxins begone
Market Size and Forecast
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- Key points
- OTC switches drive growth
- Wal-Mart and private label keep prices in check
- Upcoming switches may spark more growth
- Sales and forecast
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- Figure 2: Total U.S. sales and forecast of gastrointestinal remedies, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Rx-to-OTC switches drive category growth
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- Figure 3: Impact of Prilosec OTC on antacid segment sales, 2002-06
- OTC heartburn treatment moves closer to prescription territory
- Beyond heartburn: a significant switch in the laxative segment
- More switches on the way
- OTC switches extend brand life, but private label catches up eventually
- Private label a key competitor in every segment
Segment Performance
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- Key points
- New products and OTC switches skewed to antacids, laxatives
- Only minimal interaction between segments
- Sales and forecast by segment
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- Figure 4: U.S. sales and forecast of gastrointestinal remedies, at current prices, IRI FDMx, by segment, 2003-13
- Figure 5: U.S. sales of gastrointestinal remedies, by segment, IRI FDMx, 2006 and 2008
Segment Performance—Antacids
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- Key points
- Rising and leveling off on the shoulders of Prilosec
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- Figure 6: U.S. sales and forecast of antacids, IRI FDMx, 2003-13*
- Antacid forms
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- Figure 7: U.S. sales of antacids, by product form, IRI FDMx, 2003 and 2008
- Antacid product positioning
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- Figure 8: Positioning and functionality of traditional antacids, acid reducers, PPIs, and Rx treatments
Segment Performance—Laxatives
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- Key points
- New OTC drives segment sales
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- Figure 9: U.S. sales and forecast of laxatives, IRI FDMx, 2003-13
Segment Performance—Anti-diarrheals
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- Key point
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- Figure 10: U.S. sales and forecast of anti-diarrheals, IRI FDMx, 2003-13
Segment Performance—Stomach Remedies
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- Key points
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- Figure 11: U.S. sales and forecast of stomach remedies, IRI FDMx, 2003-13
Retail Channels
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- Key points
- Channels compete for healthcare shoppers
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- Figure 12: U.S. sales of gastrointestinal remedies, by retail channel, 2006 and 2008
Retail Channels—Drug Stores
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- Key points
- Healthcare expertise and retail fundamentals drive GI remedy sales in the drug channel
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- Figure 13: U.S. sales of gastrointestinal remedies in drug stores, 2003-08
Retail Channels—Food Stores
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- Key points
- For supermarkets, it’s matter of priorities
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- Figure 14: U.S. sales of gastrointestinal remedies in food stores, 2003-08
Retail Channels—Other IRI and Convenience
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- Key points
- Mass merchants leverage pricing advantage
- GI remedies along for the ride at convenience stores
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- Figure 15: U.S. sales of gastrointestinal remedies at other stores, 2003-08
Market Drivers
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- Aging population will continue to bolster category
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- Figure 16: U.S. GI ailment population, by age, 2003-13
- On-the-go lifestyle and obesity feed GI remedies market
- Shifting attitudes toward diet and health may impact GI remedies…subtly
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- Figure 17: Selected health and wellness attitudes, 2003-08
- Managed care organizations promote use of switched OTCs
Leading Companies
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- Key points
- Major companies dominate the GI remedy landscape
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- Figure 18: FDMx sales of leading gastrointestinal remedies companies, 2007 and 2008
Selected Brand Analysis—Antacids
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- Key points
- Lack of new product activity results in relatively quiet segment
- Private label versions of Prilosec and new PPI brands on the way
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- Figure 19: Selected FDMx brand sales of antacid products in the U.S., 2007 and 2008
Selected Brand Analysis—Laxatives
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- Key points
- Fiber causes little movement in laxative share
- MiraLAX entry reinvigorates segment
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- Figure 20: Selected FDMx brand sales of laxatives in the U.S., 2007 and 2008
Selected Brand Analysis—Anti-Diarrheals
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- Key points
- Market shares hold steady in segment with little news
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- Figure 21: Selected FDMx brand sales of anti-diarrheals in the U.S., 2007 and 2008
Selected Brand Analysis—Stomach Remedies
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- Key points
- With little product news, brands struggle to maintain relevance
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- Figure 22: Selected FDMx brand sales of stomach remedies in the U.S., 2007 and 2008
Brand Qualities
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- Prilosec OTC faces considerable challenges to continued growth
- Like a rock: Tums holds steady as antacid segment evolves
Innovation and Innovators
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- Regulatory hurdles limit innovations in efficacy
- Marketers work to improve the dosing experience
- Tums QuikPak Instant Dissolve Powder
- Zantac 150 Cool Mint Tablets
- New flavors from Metamucil
- P&G’s retail expansion Align may give momentum to probiotic GI remedies
Advertising and Promotion
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- Overview
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- Figure 23: Media expenditures for selected GI remedy brands from Brandweek’s Superbrands report, 2006 and 2007
- Emotional rescue for serious suffering
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- Figure 24: Zantac 150 television ad, 2008
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- Figure 25: Imodium AD EZ Chews television ad, 2008
- Everyday remedies for everyday problems
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- Figure 26: Tums Ultra television ad, 2008
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- Figure 27: Pepcid Complete television ad, 2008
- Figure 28: Tums QuikPak television ad, 2008
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- Figure 29: Pepto-Bismol television ad, 2008
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- Figure 30: Prilosec OTC television ad, 2008
- Increasing focus on wellness
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- Figure 31: Metamucil “Daily Routine” television ad, 2008
- Figure 32: Metamucil “Bad Hair Day” television ad, 2008
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- Figure 33: Citrucel television ad, 2008
- Figure 34: MiraLAX television ad, 2008
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- Figure 35: Pepcid AC Easy Chews television ad, 2008
Usage
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- Wide use of GI remedies
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- Figure 36: Use of non-prescription GI remedies, by gender, February 2007-March 2008
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- Figure 37: Use of non-prescription GI remedies, by age, February 2007-March 2008
- Category users tend to suffer from multiple GI ailments
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- Figure 38: Overlapping incidence of GI ailments, by sufferers of specific GI ailments, February 2007-March 2008
- Doctor-identified GI ailments increase with age
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- Figure 39: Incidence of doctor-diagnosed GI ailments, by age, February 2007-March 2008
- OTCs the go-to treatment for most GI ailments, except for GERD
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- Figure 40: Use of prescription vs. OTC product to treat GI ailment, by age, February 2007-March 2008
- For many, symptoms go untreated
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- Figure 41: Incidence of GI ailment treatment, by ailment, July 2008
- Solid forms preferred in most GI remedy segments
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- Figure 42: Form of product to treat GI ailment, by age, February 2007-March 2008
- A variety of laxative forms used
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- Figure 43: Form of laxative used, by age, February 2007-March 2008
Brands
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- Popularity of GI remedies driven as much by familiarity as efficacy
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- Figure 44: Preferred brand to treat heartburn/indigestion, by age, February 2007-March 2008
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- Figure 45: Preferred brand of laxative, by gender, February 2007-March 2008
- Inconsistent age skews for laxative brands reflect diversity of category
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- Figure 46: Preferred brand of laxative, by gender, February 2007-March 2008
- Frequency of use increases with age
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- Figure 49: Frequency of suffering GI ailments in the past 30 days, by age, July 2008
Attitudes and Motivations
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- Advice of medical professionals still #1, but younger sufferers express greater self-reliance
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- Figure 50: Reasons for deciding what GI remedy to take, by age, July 2008
- Trips to the doctor’s office are rare for GI ailments
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- Figure 51: Type of medical professional spoken with about GI problems in past 12 months, by gender, July 2008
- Efficacy-seeking mentality drives switching more than other factors
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- Figure 52: Reasons for trying a new GI remedy, by age, July 2008
- GI remedies a reluctant necessity for most, brand loyalty moderate
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- Figure 53: Attitudes concerning GI remedies, by age, July 2008
- General attitudes towards health and wellness
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- Figure 54: Attitudes concerning health and wellness, by age, July 2008
The Gender Gap
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- Women slightly more likely to report suffering and treating GI ailments
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- Figure 55: Incidence of GI ailments, by gender, February 2007-March 2008
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- Figure 56: Use of prescription vs. OTC product to treat GI ailment, by gender, February 2007-March 2008
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- Figure 57: Form of laxative used, by gender, February 2007-March 2008
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- Figure 59: Reasons for deciding what GI remedy to take, by gender, July 2008
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- Figure 60: Attitudes concerning GI remedies, by gender, July 2008
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- Figure 61: Attitudes concerning health and wellness, by gender, July 2008
Race/Hispanic Origin
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- Usage
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- Figure 62: Use of non-prescription GI remedies, by race/Hispanic origin, February 2007-March 2008
- Doctor-identified GI ailments higher among whites than other groups
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- Figure 63: Incidence of doctor-diagnosed GI ailments, by race/Hispanic origin, February 2007-March 2008
- Efficacy the top reason for trying a new brand across all groups
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- Figure 64: Reasons for trying a new GI remedy, by race/Hispanic origin, July 2008
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- Figure 65: Attitudes concerning GI remedies, by race/Hispanic origin, July 2008
- Brand preferences by race/Hispanic origin
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- Figure 67: Brand of laxative, race/Hispanic origin, February 2007-March 2008
Cluster Analysis
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- Heavy OTC Users
- Remedy Reluctant
- Multiple Ailment Patients
- Cluster survey data
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- Figure 68: Clusters, July 2008
- Figure 69: Prevalence of maladies by Clusters, July 2008
- Figure 70: Use of Rx, OTC, or no medication to treat maladies, by clusters, July 2008
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- Figure 71: Average number of days suffered in the last month, by ailment and by clusters, July 2008
- Figure 72: Spoke with medical professional about my GI problem by Clusters, July 2008
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- Figure 73: Medication preferences, by Clusters, July 2008
- Figure 74: Attitudes toward gastrointestinal (GI) remedies. by Clusters, July 2008
- Cluster demographics
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- Figure 75: Clusters by gender, July 2008
- Figure 76: Clusters by age groups, July 2008
- Figure 77: Clusters by household income, July 2008
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- Figure 78: Clusters by ethnicity/hispanic origin, July 2008
- Methodology
- This cluster analysis used six questions from Mintel’s custom research survey to create three clusters for 3,642 adult (age 18+) respondents who have had a gastrointestinal aliment in the past 12 months and are Internet users. The six questions used are:
Custom Consumer Groups
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- Prescription usage and medical insurance status
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- Figure 79: Reasons for deciding what GI remedy to take, by whether Rx taken and by medical insurance status, July 2008
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- Figure 80: Type of medical professional spoken with about GI problems in past 12 months, by whether Rx taken and by medical insurance status, July 2008
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- Figure 81: Attitudes concerning GI remedies, by whether Rx taken and by medical insurance status, July 2008
- Generic/store brand purchase and same brand always bought
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- Figure 82: Attitudes concerning GI remedies, by brand loyalty and purchase of generic remedies, July 2008
IRI/Builders—Key Household Purchase Measures
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- Introduction
- Brand Map
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- Figure 83: Antacid tablets, brand penetration vs. volume of sales per buyer, 2007
- Penetration, purchase occasions, loyalty, and volume of purchase
- Brand leaders by penetration
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- Figure 84: Key household purchase measures for the top brands of antacid tablets, by household penetration, 2007
Appendix: Trade Associations
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