Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Incremental sales from Rx-to-OTC launches expected to diminish
- Recession drives behavioral shift toward store brands
- Popularity of OTC remedies is second only to inaction
- Probiotics offer natural solution with added benefits
- Drug channel extends share against food and mass outlets
- Recent new launch campaigns use emotional appeal and female targeting
- Most respondents ignore or self-diagnose digestive problems
- Younger consumers represent larger potential consumer base
- Search for relief drives the most consumers to OTC
- Majority of respondents are open to new brands but many are loyal to private label
- Speed of action and other factors more important than price during purchase
- Significant minority concerned about longer term effects
- Women more likely to experience most GI ailments
- Black and Hispanic consumers respond more to ads and price promotions
Insights and Opportunities
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- Align as an OTC remedy paves the way for worry-free daily dosage
- Younger consumers may respond better to remedies marketed as food
Inspire Insights
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- Trend: Extend My Brand
- What it’s about
- Blurring lines in digestive health
- The ultimate solution
Market Size and Forecast
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- Key points
- GI remedies keep pace with overall OTC market thanks to new product launches
- Sales and forecast of gastrointestinal remedies
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- Figure 1: FDMx retail sales and forecast of gastrointestinal remedies, at current prices, 2004-14
- Figure 2: FDMx retail sales and forecast of gastrointestinal remedies, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Popularity of OTC remedies is second only to inaction
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- Figure 3: Treatments sought for gastrointestinal problems, January 2010
- Consumers show preference for more natural solutions to GI problems
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- Figure 4: Attitudes toward diet and digestive health, January 2010
- Immunity benefits give probiotics another selling point to branch out of GI remedy market
Natural Channel sales for Digestive Health
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- Sales of digestive aids in the natural channel
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- Figure 5: Natural supermarket sales of digestive aids, at current prices, 2008-10
- Figure 6: Natural supermarket sales of digestive aids, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 7: Natural supermarket sales of digestive aids, by segment, 2008 and 2010
- Natural channel digestive aid brand sales
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- Figure 8: Manufacturer natural supermarket sales of digestive aids, 2008 and 2010
Segment Performance
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- Key points
- Segment performance reflects new product launches
- Sales of gastrointestinal remedies, by segment
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- Figure 9: FDMx sales of gastrointestinal remedies, segmented by type, 2008 and 2009
Segment Performance—Antacids
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- Key points
- Antacid sales rebound with new OTC launch
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- Figure 10: FDMx sales of antacids, at current prices, 2004-14
Segment Performance—Laxatives
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- Key points
- Laxatives continue to ride off the impact of Miralax
- Sales and forecast of laxatives
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- Figure 11: FDMx sales of laxatives, at current prices, 2004-14
Segment Performance—Stomach Remedies
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- Key points
- Stomach remedies surge with Align launch
- Sales and forecast of stomach remedies
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- Figure 12: FDMx sales of stomach remedies, at current prices, 2004-14
Segment Performance—Anti-Diarrheals
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- Key points
- Anti-diarrheals suffer from lack of new products
- Sales and forecast of anti-diarrheals
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- Figure 13: FDMx sales of anti-diarrheals, at current prices, 2004-14
Retail Channels
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- Key points
- Drug channel extends share against food and mass outlets
- Sales of gastrointestinal remedies, by channel
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- Figure 14: FDMx sales of gastrointestinal remedies, by channel, 2008 and 2009
Retail Channels—Drug Stores
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- Key points
- Drug store channel warrants premium with greater perception of trust
- Drug stores attract private label shoppers and triple their margin
- Drug store sales of gastrointestinal remedies
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- Figure 15: U.S. drug store sales of gastrointestinal remedies, at current prices, 2004-09
Retail Channels—Other FDMx
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- Key points
- Growth at food and mass lags behind overall market
- Other IRI channel sales of gastrointestinal remedies
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- Figure 16: U.S. other IRI channel sales of gastrointestinal remedies, at current prices, 2004-09
Market Drivers
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- Incremental sales from Rx-to-OTC launches expected to diminish
- Economic hardship drives behavioral shift toward store brands
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- Figure 17: Indexed FDMx sales of private label vs. total digestive health products, 2004-09
- Consumers over 45 are overrepresented in consumer base
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- Figure 18: Population aged 18 or older, 2005-15
- Obesity linked to heartburn with irreversible damage
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- Figure 19: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
- Consumers adopt daily regimen to fight GI problems
Leading Companies
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- Key points
- Brand marketers lose more ground to private label in a tough economy
- Branded growth comes from new products coming off prescription
- Manufacturer sales of gastrointestinal remedies
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- Figure 20: FDMx sales of leading gastrointestinal remedies companies, rolling 52 weeks, ending January 25, 2009 and January 24, 2010
Brand Share—Antacids
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- Key points
- Private label growth comes at the expense of Rx-to-OTC switchers
- Prevacid offers direct branded competition for Prilosec
- Over the counter PPI space to get even more crowded in 2010
- Negative drug interaction may hinder sales of Prilosec in 2010
- Manufacturer and brand sales antacids
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- Figure 21: Selected brand sales and market share of antacids in the U.S., rolling 52 weeks, ending January 25, 2009 and January 24, 2010
Brand Share—Laxatives
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- Key points
- Miralax momentum continues but faces new private label challenge
- Benefiber outperforms fiber competitors with sexy marketing
- Manufacturer and brand sales of laxatives
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- Figure 22: Selected brand sales and market share of laxatives in the U.S., rolling 52 weeks, ending January 25, 2009 and January 24, 2010
Brand Share—Stomach Remedies
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- Key points
- Retail launch of Align boosts segment with incremental sales
- Manufacturer and brand sales of stomach remedies
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- Figure 23: Selected brand sales and market share of stomach remedies in the U.S., rolling 52 weeks, ending January 25, 2009 and January 24, 2010
Brand Share—Anti-Diarrheals
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- Key points
- Anti-diarrheal sales decline due to lack of innovation
- Manufacturer and brand sales of anti-diarrheals
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- Figure 24: Selected brand sales and market share of anti-diarrheals in the U.S., rolling 52 weeks, ending January 25, 2009 and January 24, 2010
Innovation and Innovators
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- Probiotic products generate continued interest
- Colon cleansing trend presents alternative digestive maintenance
- Focus on women
Brands and the Advertising Landscape
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- Ad spend sees steep cuts but newer brands keep growing
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- Figure 25: Media expenditures for selected GI remedy brands from Brandweek’s 2009 Superbrands report, 2007-08
- Prevacid: Strong differentiation needed in the suddenly crowded PPI space
- Prevacid 24HR launch
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- Figure 26: Prevacid 24HR—Comedy Club, November 2009
- Other antacids
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- Figure 27: Pepcid Complete—Works Now or Later, December 2009
- Miralax: A laxative made stylish for women
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- Figure 28: Miralax—Natural Rhythm, 2009
- Other brands
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- Figure 29: Dulcolax—Feeling Free, July 2009
Digestive Health Issues
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- Key points
- Tapping into younger consumers could grow sales
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- Figure 30: Frequency of digestive health issues, by age, January 2010
- Most respondents ignore or self-diagnose digestive problems
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- Figure 31: Medical professionals consulted regarding digestive health, January 2010
- Youngest respondents (18-24) are least likely to seek medical advice
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- Figure 32: Medical professionals consulted regarding digestive health, by age, January 2010
Digestive Health Remedies and Treatment
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- Key points
- Heartburn, acid reflux, or stomach ulcer drive the most consumers to OTC
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- Figure 33: Treatments sought for gastrointestinal problems—OTC and prescription, January 2010
- Immediate pain or inconvenience may drive respondents to seek OTC treatment
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- Figure 34: Treatments sought for gastrointestinal problems—natural and nothing, January 2010
- Regular consumption drives more frequent purchase of antacids
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- Figure 35: OTC gastrointestinal products purchased, January 2010
- Under-35s are less likely buyers of most OTC GI products
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- Figure 36: OTC gastrointestinal products purchased, by age, January 2010
Purchase Decisions
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- Key points
- Majority of respondents are open to new brands; a quarter buy private label
- At least a third of respondents self-diagnose; small minority decide just on price
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- Figure 37: Gastrointestinal remedy purchasing habits, January 2010
- Respondents 18-24 most likely to buy on sale
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- Figure 38: Gastrointestinal remedy purchasing habits, by age, January 2010
- Doctor’s recommendation more important as respondents age
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- Figure 39: Sources of gastrointestinal remedy information, by age, January 2010
Selection Factors
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- Key points
- Faster action is most compelling selection factor; brand name among the least
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- Figure 40: Importance of key factors when selecting gastrointestinal remedies, January 2010
- Price becomes less of a factor over the age of 45
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- Figure 41: Importance of key factors when selecting gastrointestinal remedies, by age, January 2010
New Product Trial
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- Key points
- Ads and coupons see more impact among 25-34 year olds
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- Figure 42: Gastrointestinal remedy product trial, by age, January 2010
- Brand switchers looking for faster acting products and fewer side effects
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- Figure 43: Reasons to try new gastrointestinal remedy products, January 2010
- Boomer respondents more interested in on-the-go use
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- Figure 44: Reasons to try new gastrointestinal remedy products, by age, January 2010
Attitudes and Concerns
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- Key points
- Significant minority concerned about longer term effects
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- Figure 45: Attitudes toward gastrointestinal remedies, by type of remedy, January 2010
- Over 55s more likely to keep OTC remedies on hand
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- Figure 46: Attitudes toward OTC gastrointestinal remedies, by age, January 2010
Marketing to Women
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- Key points
- Overview
- Women more likely to experience most GI ailments
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- Figure 47: Incidence of gastrointestinal problems, by gender, January 2010
- Women more likely to self-diagnose
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- Figure 48: Medical professionals consulted regarding digestive health, by gender, January 2010
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- Figure 49: Gastrointestinal remedy purchasing habits, by gender, January 2010
- Women are more demanding of OTC remedies and less brand loyal
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- Figure 50: Importance of key factors when selecting gastrointestinal remedies, by gender, January 2010
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- Figure 51: Laxative forms of gastrointestinal remedies used, by gender, April 2008-June 2009
- Marketing to women is an effective point of differentiation
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- Figure 52: OTC gastrointestinal remedy products purchased, by gender, January 2010
- Brands can show female skew but still attract men
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- Figure 53: Popularity of selected OTC heartburn/indigestion brands, by gender, April 2008-June 2009
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- Figure 54: Popularity of selected OTC laxative brands, by gender, April 2008-June 2009
Impact of Race and Hispanic Origin
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- Key points
- Black respondents are less likely to seek out OTC GI remedies
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- Figure 55: Incidence of gastrointestinal problems, by race/Hispanic origin, January 2010
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- Figure 56: Usage of OTC remedies for gastrointestinal problems, by race/Hispanic origin, January 2010
- Black and Hispanics more likely to respond to price discounts
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- Figure 57: Gastrointestinal remedy purchasing habits, by race/Hispanic origin, January 2010
- Black and Hispanics more responsive to advertising
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- Figure 58: Gastrointestinal remedy product trial, by race/Hispanic origin, January 2010
- Blacks and Hispanics more fearful of negative effects
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- Figure 59: Attitudes toward OTC gastrointestinal remedies, by race/Hispanic origin, January 2010
Cluster Analysis
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- Product Optimizers
- Who they are
- Opportunity
- Proactive Managers
- Who they are
- Opportunity
- Steadfast and Satisfied
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 60: Digestive and immunity health clusters, January 2010
- Figure 61: Sources of gastrointestinal remedy information, purchasing habits and product trial, by digestive and immunity health clusters, January 2010
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- Figure 62: Importance of factors when selecting gastrointestinal remedies, by digestive and immunity health clusters, January 2010
- Figure 63: Attitudes toward diet and digestive health, by digestive and immunity health clusters, January 2010
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- Figure 64: Reasons to try new gastrointestinal remedy products, by digestive and immunity health clusters, January 2010
- Cluster demographics
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- Figure 65: Digestive and immunity health clusters, by gender, January 2010
- Figure 66: Digestive and immunity health clusters, by age, January 2010
- Figure 67: Digestive and immunity health clusters, by household income, January 2010
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- Figure 68: Digestive and immunity health clusters by race/Hispanic origin, January 2010
- Cluster methodology
Custom Consumer Groups
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- Gender gap for certain GI problems changes with age
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- Figure 69: Incidence of gastrointestinal problems, by age and gender, January 2010
- Women under 35 are least likely to seek medical advice
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- Figure 70: Medical professionals consulted regarding digestive health, by age and gender, January 2010
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- Figure 71: Gastrointestinal remedy purchasing habits, by age and gender, January 2010
- Women under 35 represent the most untapped potential
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- Figure 72: Lack of treatment for gastrointestinal problems, by age and gender, January 2010
IRI/Builders Panel Data
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- Overview of gastrointestinal tablets and liquids
- Antacids
- Consumer insights on key purchase measures
- Brand map—tablets
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- Figure 73: Brand map, selected brands of antacid tablets, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics—tablets
- Key purchase measures—tablets
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- Figure 74: Key purchase measures for the top brands of antacid tablets, by household penetration, 52 weeks ending June 28, 2009
- Brand map—liquids
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- Figure 75: Brand map, selected brands of antacid liquid/powder, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics—liquids
- Key purchase measures—liquids
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- Figure 76: Key purchase measures for the top brands of antacid liquid/powder, by household penetration, 52 weeks ending June 28, 2009
- Laxatives
- Consumer insights on key purchase measures
- Brand map—tablets
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- Figure 77: Brand map, selected brands of laxative tablets, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics—tablets
- Key purchase measures—tablets
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- Figure 78: Key purchase measures for the top brands of laxative tablets, by household penetration, 52 weeks ending June 28, 2009
- Brand map—liquid/powder/oils
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- Figure 79: Brand map, selected brands of laxative/stimulant liquid/powder/oil, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics—liquid/powder/oils
- Key purchase measures—liquid/powder/oils
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- Figure 80: Key purchase measures for the top brands of laxative/stimulant liquid/powder/oil, by household penetration, 52 weeks ending June 28, 2009
- Stomach remedy liquid/powder
- Consumer insights on key purchase measures
- Brand map
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- Figure 81: Brand map, selected brands of stomach remedy liquid/powder, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of stomach remedy liquid/powder, by household penetration, 52 weeks ending June 28, 2009
- Diarrhea liquid medicine/powder
- Consumer insights on key purchase measures
- Brand map
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- Figure 83: Brand map, selected brands of diarrhea liquid medicine/powder, buying rate by household penetration, 52 weeks ending June 28, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of diarrhea liquid medicine/powder, by household penetration, 52 weeks ending June 28, 2009
Appendix: Other Useful Consumer Tables
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- Figure 85: Reasons to try new gastrointestinal remedy products, by gender, January 2010
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- Figure 86: Heartburn/indigestion aid forms used, by gender, April 2008-June 2009
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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