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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- Market factors
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- Figure 1: Preferences in managing digestive health, by age, December 2011
- Obesity trend drives demand
- Sales unlikely to change substantially between 2012 and 2016
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- Figure 2: Total U.S. sales and fan chart forecast of gastrointestinal remedies, at current prices, 2006-16
- Antacids remain dominant category
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- Figure 3: Sales of gastrointestinal remedies, segmented by type, 2009 and 2011
- Understanding the consumer
- Gas, upset stomach, diarrhea, heartburn, and constipation common ailments
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- Figure 4: Gastrointestinal problems experienced, December 2011
- Several factors more important than price
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- Figure 5: Summary of importance of product attributes to GI remedy selection, December 2011
- What we think
Insights and Opportunities
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- Introduce more “natural” remedies to drive growth
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- Figure 6: Importance of product attributes to selection, by those who ranked natural ingredients as very important, December 2011
- Consider developing “mini-packs” to drive sales of national brands
- Blogs and networking sites can help brands as well as consumers
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- Figure 7: Important components of OTC product selection, by those who rate blogs or social networking sites as important, December 2011
Inspire Insights
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- Trend: Perfecting the Details
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Sales fall in 2011 along with declines in branded PPIs
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- Figure 8: Total U.S. retail sales and forecast of gastrointestinal remedies, at current prices, 2006-16
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- Figure 9: Total U.S. retail sales and forecast of gastrointestinal remedies, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 10: Total U.S. sales and fan chart forecast of gastrointestinal remedies, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Some make food choices knowing they will require GI remedies
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- Figure 11: Summary of preferences in managing digestive health, December 2011
- Many suffer from GI issues
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- Figure 12: Ailments experienced in past 12 months by age, April 2010-June 2011
- Population growth will drive long-term sales
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- Figure 13: Population by age, 2006-16
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- Figure 14: Consulting a gastroenterologist by age, July 2010-September 2011
- Obesity trend drives demand for remedies
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- Figure 15: Incidence of being overweight or obese in the U.S. among adults aged 18+, 2005-10
- Most rate themselves as having good digestive health
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- Figure 16: Digestive health rating, by gender and age, November 2011
- Improving economy could help drive growth in 2012
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- Figure 17: Unemployment trends, 2007-12
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- Figure 18: Consumer confidence, 2007-12
Competitive Context
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- Many address GI issues proactively with diet, avoiding need for remedies
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- Figure 19: Managing digestive health, by gender, November 2011
Segment Performance
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- Key points
- Declines in antacids, stomach remedies, and antidiarrheals
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- Figure 20: Total U.S. sales of gastrointestinal remedies, segmented by type, 2009 and 2011
Segment Performance—Antacids
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- Key points
- Growth slows with rise in private label and decline in introductions
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- Figure 21: Sales and forecast of antacids, at current prices, 2006-16
Segment Performance—Laxatives
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- Key points
- Laxatives get boost from fiber supplements and Fleet products
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- Figure 22: Sales and forecast of laxatives, at current prices, 2006-16
Segment Performance—Stomach Remedies
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- Key points
- Sales of remedies down as consumers turn to inexpensive private label options
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- Figure 23: Sales and forecast of stomach remedies, at current prices, 2006-16
Segment Performance—Antidiarrheals
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- Key points
- Sales and forecast of antidiarrheals
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- Figure 24: Sales and forecast of antidiarrheals, at current prices, 2006-16
Retail Channels
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- Drug and mass are the key channels
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- Figure 25: Sales of gastrointestinal remedies, by channel, 2009 and 2011
Retail Channels—Drug Stores
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- Key points
- Drug store sales play a key role in driving category growth
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- Figure 26: Drug store sales of gastrointestinal remedies, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Supermarkets continue to lag behind dominant channels
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- Figure 27: Supermarket sales of gastrointestinal remedies, at current prices, 2006-11
Retail Channels—Other
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- Key points
- “Other” posts some growth with supercenters and private label
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- Figure 28: “Other” sales of gastrointestinal remedies, at current prices, 2006-11
The Natural Channel Marketplace
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- Key points
- Probiotic supplements support strong growth
- Sales of gastrointestinal remedies in the natural channel
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- Figure 29: Natural supermarket sales of gastrointestinal remedies at current prices, 2009-11
- Figure 30: Natural supermarket sales of gastrointestinal remedies, at inflation-adjusted prices, 2009-11
- Natural channel sales by segment
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- Figure 31: Natural supermarket sales of GI remedies, by segment, 2009-11
- Brands of significance
Leading Companies
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- Key points
- Manufacturer sales of gastrointestinal remedies
- Private label increasingly dominant force in the category
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- Figure 32: Manufacturer sales of gastrointestinal remedies, 2010 and 2011
Brand Share—Antacids
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- Key points
- Prilosec OTC remains dominant national brand but losing ground
- Tums drives significant growth for GlaxoSmithKline
- Zantac packaging redesign suggests growth could continue
- Private label continues to drive category growth
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- Figure 33: FDMx manufacturer sales of antacids, 2010 and 2011
Brand Share—Laxatives
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- Key points
- Metamucil gains ground with “MultiHealth” positioning
- Dulcolax gains ground on heels of innovative campaign
- Fleet continues growth with differentiated offering
- Private label packaging could invite brand confusion
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- Figure 34: FDMx manufacturer sales of laxatives, 2010 and 2011
Brand Share—Stomach Remedies
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- Key points
- Pepto-Bismol still dominant but losing ground to private label
- Phillips another target of retailers’ packaging strategy
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- Figure 35: FDMx manufacturer sales of stomach remedies, 2010 and 2011
Brand Share—Antidiarrheals
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- Key points
- Imodium continues losing ground
- Private label sales continue rapid growth
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- Figure 36: FDMx manufacturer sales of antidiarrheals, 2010 and 2011
Innovations and Innovators
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- Total number of new product introductions fell sharply in 2011
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- Figure 37: Tops 10 claims associated with new GI launches, 2006-January 2012
- Most new introductions come from national brands
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- Figure 38: Branded vs. private label launches, 2006-January 2012
- Layered soft gels contribute to efficacy of probiotics
- Remedies for pregnant women could drive growth
- Natural could be the next big thing
Marketing Strategies
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- Overview of the brand landscape
- Pepto-Bismol
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- Figure 39: Brand analysis of Pepto-Bismol, 2012
- Television advertising
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- Figure 40: Pepto-Bismol television ad, 2012
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- Figure 41: Pepto-Bismol television ad, 2011
- Website
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- Figure 42: Pepto-Bismol website, 2012
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- Figure 43: Pepto-Bismol Facebook account, 2012
- Tums
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- Figure 44: Brand analysis of Tums, 2012
- Television advertising
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- Figure 45: Tums television ad, 2012
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- Figure 46: Tums Fresheners television ad, 2012
- Website
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- Figure 47: Tums website, 2012
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- Figure 48: Tums Facebook account, 2012
- Prilosec OTC
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- Figure 49: Brand analysis of Prilosec OTC, 2012
- Television advertising
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- Figure 50: Prilosec OTC ad, 2012
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- Figure 51: Prilosec OTC ad, 2011
- Website
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- Figure 52: Prilosec OTC website, 2012
Gastrointestinal Problems
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- Key points
- Most experience GI problems once per month or less
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- Figure 53: Gastrointestinal problems experienced, December 2011
- Women are a key target for marketers of GI remedies
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- Figure 54: Summary of gastrointestinal problems experienced, by gender, December 2011
- Few differences between ages in incidence of minor ailments
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- Figure 55: Summary of gastrointestinal problems experienced, by age, December 2011
Managing Digestive Health
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- Key points
- Most would prefer to manage digestive health through diet alone
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- Figure 56: Summary of preferences in managing digestive health, December 2011
- Young adults more likely to have interest in fortified food and drink
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- Figure 57: Preferences in managing digestive health, by age, December 2011
Remedy Types Used
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- Key points
- Antacids most commonly used remedy
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- Figure 58: OTC remedies used to ease digestive issues, by gender, December 2011
- 35-64s key segment for antacid manufacturers
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- Figure 59: OTC remedies used to ease digestive issues, by age, December 2011
- Affluents more likely to use antacids, fiber supplements and probiotics
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- Figure 60: OTC remedies used to ease digestive issues, by household income, December 2011
Heartburn/Indigestion Aids
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- Key points
- Most users rely on antacids two to three times per month or more
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- Figure 61: Number of times used heartburn/indigestion aids in past six months, July 2010-September 2011
- Tums growth driven by strong demand for chewable tablets
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- Figure 62: Type of heartburn/indigestion aids used, by gender, July 2010-September 2011
- Affluents also more likely to use chewable tablets
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- Figure 63: Type of heartburn/indigestion aids used, by household income, July 2010-September 2011
- Fruit flavor most popular
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- Figure 64: Kinds of heartburn/indigestion aids used, by age, July 2010-September 2011
Laxatives
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- Key points
- Most women prefer tablets
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- Figure 65: Type of laxatives used, by gender, July 2010-September 2011
- Most users consume laxatives once per month or less
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- Figure 66: Number of times used laxatives in past six months, by gender, July 2010-September 2011
Product Selection
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- Key points
- Doctor and pharmacist recommendations tend to be most influential
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- Figure 67: Summary of important components in OTC product selection, December 2011
- Most women influenced by social networks and package messaging
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- Figure 68: Important components of OTC product selection, by gender, December 2011
- Target young adults with online and viral campaigns
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- Figure 69: Important components of OTC product selection, by age, December 2011
Importance of Product Attributes
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- Key points
- Fast acting, lack of side effects, and ease of use all critical attributes
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- Figure 70: Summary of importance of product attributes to selection, December 2011
- Most attributes more important to women than men
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- Figure 71: Importance of product attributes to selection, by gender, December 2011
- Price, added benefits, and friends more likely to influence young adults
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- Figure 72: Importance of product attributes to selection, by age, December 2011
- Most attributes more likely to influence low-income users
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- Figure 73: Importance of product attributes to selection, by household income, December 2011
Brand Selection
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- Key points
- Women less likely to be brand loyal
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- Figure 74: Gastrointestinal remedy brand selection, by gender, December 2011
- Mature adults often report being brand loyal
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- Figure 75: Gastrointestinal remedy brand selection, by age, December 2011
- Tums and Pepto-Bismol particularly popular with young adults
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- Figure 76: Brands of heartburn/indigestion aids used, by age, July 2010-September 2011
Attitudes and Concerns
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- Key points
- Most only use remedies when they are really needed
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- Figure 77: Summary of attitudes toward and concerns about gastrointestinal remedies, December 2011
- Women more likely to only use when necessary
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- Figure 78: Attitudes toward and concerns about gastrointestinal remedies, by gender, December 2011
Likelihood of Trying
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- Key points
- Maximum strength formulations can drive brand adoption among nonusers
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- Figure 79: Summary of likelihood of trying gastrointestinal remedies that promote listed benefits, December 2011
- 35-54s motivated to experiment by a range of attributes
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- Figure 80: Likelihood of trying gastrointestinal remedies that promote listed benefits, by age, December 2011
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics more likely to report interest in fortified food and beverage
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- Figure 81: Preferences in managing digestive health, by race/Hispanic origin, December 2011
- Blacks more likely to use laxatives
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- Figure 82: OTC remedies used to ease digestive issues, by race/Hispanic origin, December 2011
- Blacks and Hispanics more likely to be influenced by ads and sites
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- Figure 83: Important components of OTC product selection, by race/Hispanic origin, December 2011
- Blacks and Hispanics can be targeted with new products
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- Figure 84: Likelihood of trying gastrointestinal remedies that promote listed benefits, by race/Hispanic origin, December 2011
- Blacks and Hispanics are more likely to express some concerns
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- Figure 85: Attitudes toward and concerns about gastrointestinal remedies, by race/Hispanic origin, December 2011
Cluster Analysis
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- The Indulgent
- Demographics
- Characteristics
- Opportunity
- Minimal Needs
- Demographics
- Characteristics
- Opportunity
- Doubters
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 86: Gastrointestinal problems experienced, by target groups, December 2011
- Figure 87: Preferences in managing digestive health, by target groups, December 2011
- Figure 88: OTC remedies used to ease digestive issues, by target groups, December 2011
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- Figure 89: Important components of OTC product selection, by target groups, December 2011
- Figure 90: Gastrointestinal remedy brand selection, by target groups, December 2011
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- Figure 91: Importance of product attributes to selection, by target groups, December 2011
- Figure 92: Attitudes toward and concerns about gastrointestinal remedies, by target groups, December 2011
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- Figure 93: Likelihood of trying GI remedies that promote listed benefits, by target groups, December 2011
- Cluster demographics
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- Figure 94: Target group demographic profile, December 2011
- Cluster methodology
Custom Consumer Groups
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- Most respondents in all custom groups experience some GI issues
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- Figure 95: Gastrointestinal problems experienced, by gender and age, December 2011
- Laxative marketers can benefit by targeting women aged 35-54
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- Figure 96: OTC remedies used to ease digestive issues, by gender and age, December 2011
- Target young adults and middle-aged women with viral campaigns
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- Figure 97: Important components of OTC product selection, by gender and age, December 2011
- Mature women most likely to cite key attributes as very important
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- Figure 98: Importance of product attributes to selection, by gender and age, December 2011
- Mature men most likely to be brand loyal
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- Figure 99: Gastrointestinal remedy brand selection, by gender and age, December 2011
SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures
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- Overview
- Gastrointestinal tablets
- Gastrointestinal liquids
- Antacid tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 100: Brand map, selected brands of antacid tablets, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of antacid tablets, by household penetration, 52 weeks ending 6/26/2011
- Antacid liquid/powder
- Consumer insights on key purchase measures
- Brand map
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- Figure 102: Brand map, selected brands of antacid liquid/powder buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of antacid liquid/powder, by household penetration, 52 weeks ending 6/26/2011
- Laxative tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 104: Brand map, selected brands of laxative tablets, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of laxative tablets, 52 weeks ending 6/26/2011
- Laxative/stimulant liquid/powder/oil
- Consumer insights on key purchase measures
- Brand map
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- Figure 106: Brand map, selected brands of laxative/stimulant liquid/powder/oil buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of laxative/stimulant liquid/powder/oil, by household penetration, 52 weeks ending 6/26/2011
- Stomach remedy liquid/powder
- Consumer insights on key purchase measures
- Brand map
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- Figure 108: Brand map, selected brands of stomach remedy liquid/powder buying rate, by household penetration, 52 weeks ending 6/26/2011
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of stomach remedy liquid/powder, by household penetration, 52 weeks ending 6/26/2011
Appendix: Other Useful Consumer Tables
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- Figure 110: Preferences in managing digestive health, by gender, December 2011
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- Figure 111: Preferences in managing digestive health, by gender and age group, December 2011
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- Figure 112: Important components of OTC product selection, by household income, December 2011
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- Figure 113: Importance of product attributes to selection, by those who rate various personal sources important, December 2011
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- Figure 114: Importance of product attributes to selection, by those who rate various other sources important, December 2011
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- Figure 115: Gastrointestinal remedy brand selection, by household income, December 2011
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- Figure 116: Gastrointestinal remedy brand selection, by race/Hispanic origin, December 2011
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- Figure 117: Attitudes toward and concerns about gastrointestinal remedies, by age, December 2011
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- Figure 118: Attitudes toward and concerns about gastrointestinal remedies, by household income, December 2011
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- Figure 119: Attitudes toward and concerns about gastrointestinal remedies, by gender and age, December 2011
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- Figure 120: Likelihood of trying gastrointestinal remedies that promote listed benefits, by gender, December 2011
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- Figure 121: Likelihood of trying gastrointestinal remedies that promote listed benefits by gender and age, December 2011
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- Figure 122: Likelihood of trying gastrointestinal remedies that promote listed benefits, by household income, December 2011
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- Figure 123: Importance of product attributes to selection, by race/Hispanic origin, December 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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