Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of gastrointestinal remedies, at current prices, 2008-18
- Segment performance
- Key players
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- Figure 2: MULO manufacturer share of gastrointestinal remedies, rolling 52 weeks 2012 and 2013
- Retailers
- Market drivers
- US population aging
- US population becoming more diverse
- High rates of obesity indicate need for gastrointestinal remedies
- Barriers to usage
- The consumer
- Suffering from ailments
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- Figure 3: Experience gastrointestinal issue, by gender, August 2013
- Treating ailments
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- Figure 4: Ways treated gastrointestinal ailments, August 2013
- Attitudes toward purchasing
- Formats interested in purchasing
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- Figure 5: Usage of and interest in gastrointestinal remedy formats, August 2013
- Managing digestive issues
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- Figure 6: Agreement with select attitudes toward gastrointestinal issues, by gender and age, August 2013
- What we think
Issues and Insights
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- The American diet is changing, which could impact the need for OTC gastrointestinal remedies
- The issues
- The implications
- Most people who suffer gastrointestinal issues do not prepare for them
- The issues
- The implications
- Sales of private label brands overtaking branded products
- The issues
- The implications
Trend Applications
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- Trend: Open Diary
- Trend: Extend My Brand
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- OTC gastrointestinal remedies struggle to grow
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- Figure 7: Usage of heartburn, indigestion aids, antinausea, upset stomach, diarrhea remedies, and laxatives, April 2007-June 2013
- Sales and forecast of gastrointestinal remedies
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- Figure 8: Total US retail sales and forecast of gastrointestinal remedies, at current prices, 2008-18
- Figure 9: Total US retail sales and forecast of gastrointestinal remedies, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of gastrointestinal remedies, at current prices, 2008-18
Market Drivers
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- Key points
- US population is aging
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- Figure 11: Frequency used heartburn, indigestion aids, antinausea, upset stomach, and diarrhea remedies, by age, May 2012-June 2013
- Figure 12: US population, by age, 2008-18
- Population of every other race and ethnicity outgrowing Whites
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- Figure 13: US population, by race and Hispanic origin, 2008, 2013, and 2018
- High rates of obesity increase need for gastrointestinal remedies
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- Figure 14: American adults, by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity
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- Figure 15: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Americans eating healthier diets
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- Figure 16: Attitudes/Opinions About Food; diet and health, April 2007-June 2013
Competitive Context
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- Key points
- Ways to treat gastrointestinal remedies
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- Figure 17: Alternative ways to manage digestive/gastrointestinal issues, by gender and age, August 2013
- Not treating ailments
- Managing with diet
- Using a natural remedy
- Using a prescription remedy
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- Figure 18: Ways treated gastrointestinal ailments, August 2013
- Usage of fiber and probiotics
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- Figure 19: Attitudes and opinions about health and medicine/food, by gender, May 2012 - June 2013
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- Figure 20: Select claims across new food launches, 2008-13
Segment Performance
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- Key points
- Stomach remedies and antidiarrheals bright spot in declining market
- Sales of gastrointestinal remedies, by segment
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- Figure 21: Total US retail sales of gastrointestinal remedies, by segment, at current prices, 2011 and 2013
Segment Performance – Antacids
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- Key points
- Sales of antacids down
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- Figure 22: Brands of heartburn, indigestion aids, antinausea, upset stomach, and diarrhea remedies used most often, by ailment experienced, May 2012-June 2013
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- Figure 23: Brands of heartburn, indigestion aids, antinausea, upset stomach, and diarrhea remedies used most often, by ailment experienced, May 2012-June 2013 (continued)
- Minimal growth in the category expected
- Sales and forecast of antacids
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- Figure 24: Total US retail sales and forecast of antacids, at current prices, 2008-18
Segment Performance – Laxatives
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- Key points
- Sales of laxatives down
- Sales and forecast of laxatives
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- Figure 25: Total US retail sales and forecast of laxatives, at current prices, 2008-18
Segment Performance – Stomach Remedies
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- Key points
- Stomach pain good news for remedies
- Sales and forecast of stomach remedies
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- Figure 26: Total US sales and forecast of stomach remedies, at current prices, 2008-18
Segment Performance – Antidiarrheals
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- Key points
- Sales of antidiarrheals up
- Sales and forecast of antidiarrheals
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- Figure 27: Total US retail sales and forecast of antidiarrheals, at current prices, 2008-18
Retail Channels
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- Key points
- Sales at other channels continue to make up nearly half of retail sales
- Drug stores set for growth
- Sales at supermarkets continue to decline
- Sales of gastrointestinal remedies, by retail channel
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- Figure 28: US sales of gastrointestinal remedies, at current prices, by retail channel, 2008-13
- Boosting retail sales
Leading Companies
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- Key points
- Sales of private label brands overtake name brands
- Brand sales down
- Manufacturer sales of gastrointestinal remedies
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- Figure 29: MULO manufacturer sales of gastrointestinal remedies, rolling 52 weeks 2012 and 2013
Brand Share – Antacids
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- Key points
- Sales declines for PPIs
- Sales of antacids up
- H2 Blockers faring well
- Private label sales contribute to growth
- Manufacturer sales of antacids
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- Figure 30: MULO manufacturer sales of antacids, rolling 52 weeks 2012 and 2013
- Figure 31: Brands of heartburn, indigestion aids, anti-nausea, upset stomach, and diarrhea remedies used most often, April 2007-June 2013
Brand Share – Laxatives
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- Key points
- Overall sales of laxatives down, but MiraLAX remains segment leader
- Other constipation relievers
- Decline for fiber products
- Private label brands
- Manufacturer sales of laxatives
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- Figure 32: MULO manufacturer sales of laxatives, rolling 52 weeks 2012 and 2013
- Figure 33: Brands of laxatives used most often, by gender and age, May 2012-June 2013
Brand Share – Stomach Remedies
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- Key points
- Pepto-Bismol still dominating the category
- Manufacturer sales of stomach remedies
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- Figure 34: MULO sales of stomach remedies, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Antidiarrheals
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- Key points
- Imodium becomes segment leader
- Manufacturer sales of antidiarrheals
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- Figure 35: MULO manufacturer sales of antidiarrheals, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Product innovations down
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- Figure 36: Digestive and detoxifying treatment product introductions and share of branded/private label launches, 2007-13
- Antacids
- Laxatives
- Stomach Remedies
- Antidiarrheals
- Formats
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- Figure 37: Digestive and detoxifying treatment product introductions by format, 2007-13
- Flavors
- Urgent Rx new player in OTC space
Marketing Strategies
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- Overview of the brand landscape
- Theme: Dr. Recommended
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- Figure 38: Prilosec OTC, picnic commercial, 2013
- Figure 39: Prilosec OTC, website screenshot, 2013
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- Figure 40: Dulcolax print ad, 2013
- Theme: Preventing issues
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- Figure 41: Prilosec OTC print ad, 2013
- Theme: Comparison
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- Figure 42: Pepcid, “Burns family wisdom: heartburn relief,” 2013
- Theme: Indulgence…on the go
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- Figure 43: Pepto-Bismol, 2013
- Theme: Fighting symptoms
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- Figure 44: Tums, “meatball,” 2013
- Theme: Part of a healthy lifestyle
Gastrointestinal and Digestive Issues Experienced
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- Key points
- Gastrointestinal issues common
- Women are a prime target for OTC gastrointestinal remedies
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- Figure 45: Experience gastrointestinal issue, by gender, August 2013
- Younger consumers experience more issues
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- Figure 46: Experience gastrointestinal issue, by age, August 2013
Treating Gastrointestinal Issues
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- Key points
- Room to grow usage of OTC remedies
- Women more likely than men to use OTC remedies
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- Figure 47: Ways treated gastrointestinal ailments—over-the-counter remedy (ie, antacid, laxative, etc.), by gender, August 2013
- Figure 48: Types of gastrointestinal remedies used, by gender, August 2013
- Young adults a key target for remedies
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- Figure 49: Ways treated gastrointestinal ailments—over-the-counter remedy (ie, antacid, laxative, etc.), by age, August 2013
- Figure 50: Types of gastrointestinal remedies used, by age, August 2013
- Barriers to usage
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- Figure 51: Agreement with attitudes toward using gastrointestinal remedies, by gender and age, August 2013
Purchasing Gastrointestinal Remedies
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- Key points
- Treating issues more reactive than proactive
- Private label brands resonate with women
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- Figure 52: Attitudes toward purchasing gastrointestinal remedies, by gender, August 2013
- Older consumers more brand loyal
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- Figure 53: Attitudes toward purchasing gastrointestinal remedies, by age, August 2013
- Market product introductions to proactive purchasers
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- Figure 54: Attitudes toward purchasing gastrointestinal remedies, by anyone who prepares by purchasing for vacation or holiday, August 2013
Product Format Usage and Interest
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- Key points
- Dissolvable formats generate interest
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- Figure 55: Nutriworks Patch it detoxifying treatment
- Figure 56: Usage of and interest in gastrointestinal remedy formats, August 2013
- Younger, women interested in a variety of remedy formats
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- Figure 57: Metamucil MultiGrain wafer
- Figure 58: Usage of and interest in gastrointestinal remedy formats—have not used but would be interested in trying, by gender and age, August 2013
Attitudes toward Gastrointestinal Issues and Managing Digestive Health
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- Key points
- Using remedies when necessary
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- Figure 59: Ways to manage digestive/gastrointestinal issues through product use, by gender and age, August 2013
- Changes to diet and exercise
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- Figure 60: Ways to manage digestive/gastrointestinal issues though exercise and diet, by gender and age, August 2013
- Gastrointestinal issues get in the way of activities
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- Figure 61: Agreement with attitudes/frustrations toward gastrointestinal issues, by gender and age, August 2013
- Relying on medication
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- Figure 62: Agreement with attitudes toward gastrointestinal issues, by gender and age, August 2013
Race and Hispanic Origin
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- Key points
- Gastrointestinal issues common among all
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- Figure 63: Experience gastrointestinal issue, by race/Hispanic origin, August 2013
- Black gastrointestinal sufferers more brand loyal
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- Figure 64: Attitudes toward purchasing gastrointestinal remedies, by race/Hispanic origin, August 2013
- OTC remedies popular among Blacks, Hispanics
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- Figure 65: Ways to manage digestive/gastrointestinal issues, by race/Hispanic origin, August 2013
- Relieving pain
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- Figure 66: Agreement with attitudes toward gastrointestinal issues, by race/Hispanic origin, August 2013
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data
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- Overview of gastrointestinal tablets
- Antacid tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 67: Brand map, selected brands of antacid tablets buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of antacid tablets, by household penetration, 52 weeks ending June 24, 2012
- Laxative tablets
- Consumer insights on key purchase measures
- Brand map
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- Figure 69: Brand map, selected brands of laxative tablets buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of laxative tablets, by household penetration, 52 weeks ending June 24, 2012
- Overview of gastrointestinal liquid
- Laxative/stimulant liquid/powder/oil
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of laxative/stimulant liquid/powder/oil buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of laxative/stimulant liquid/powder/oil, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Experience ailments
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- Figure 73: Experience gastrointestinal issue, by gender and age, August 2013
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- Figure 74: Experience gastrointestinal issue, by presence of children in household, August 2013
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- Figure 75: Experience gastrointestinal issue, by experience issues, August 2013
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- Figure 76: Experience gastrointestinal issue, by experience issues, August 2013 (continued)
- Treating gastrointestinal/digestive Issues
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- Figure 77: Experience gastrointestinal issue, by repertoire of gastrointestinal remedies used, August 2013
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- Figure 78: Ways treated gastrointestinal ailments—over-the-counter remedy (ie, antacid, laxative, etc.), by gender and age, August 2013
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- Figure 79: Types of gastrointestinal remedies used, by gender and age, August 2013
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- Figure 80: Types of gastrointestinal remedies used, by over-the-counter remedy (ie, antacid, laxative, etc.), August 2013
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- Figure 81: Types of gastrointestinal remedies used, by over-the-counter remedy (ie, antacid, laxative, etc.), August 2013 (continued)
- Purchasing gastrointestinal remedies
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- Figure 82: Attitudes toward purchasing gastrointestinal remedies, by gender and age, August 2013
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- Figure 83: Attitudes toward purchasing gastrointestinal remedies, by ways to manage digestive/gastrointestinal issues, August 2013
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- Figure 84: Attitudes toward purchasing gastrointestinal remedies, by ways to manage digestive/gastrointestinal issues, August 2013 (continued)
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- Figure 85: Attitudes toward purchasing gastrointestinal remedies, by ways to manage digestive/gastrointestinal issues, August 2013 (continued)
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- Figure 86: Attitudes toward purchasing gastrointestinal remedies, by ways to manage digestive/gastrointestinal issues, August 2013 (continued)
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- Figure 87: Usage of and interest in gastrointestinal remedy formats—have not used but would be interested in trying, by gastrointestinal remedies used, August 2013
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- Figure 88: Attitudes toward purchasing gastrointestinal remedies, by repertoire of gastrointestinal remedies used, August 2013
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- Figure 89: Attitudes toward purchasing gastrointestinal remedies, by I take probiotics regularly to manage my digestive health, August 2013
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- Figure 90: Attitudes toward health, by race/Hispanic origin, April 2013
- Product format
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- Figure 91: Usage of and interest in gastrointestinal remedy formats—have not used but would be interested in trying, by gastrointestinal remedies used, August 2013
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- Figure 92: Kinds of heartburn, indigestion aids, antinausea, upset stomach, and diarrhea remedies used most often, April 2007-June 2013
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- Figure 93: Types/kinds of heartburn, indigestion aids, antinausea, upset stomach, and diarrhea remedies used most often, by gender and age, May 2012-June 2013
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- Figure 94: Types of laxatives used most often, by gender and age, May 2012-June 2013
- Managing digestive health
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- Figure 95: Ways to manage digestive/gastrointestinal issues, by gender, August 2013
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- Figure 96: Ways to manage digestive/gastrointestinal issues, by age, August 2013
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- Figure 97: Agreement with attitudes toward gastrointestinal issues, by gender, August 2013
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- Figure 98: Agreement with attitudes toward gastrointestinal issues, by age, August 2013
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- Figure 99: Ways to manage digestive/gastrointestinal issues, by experience issues, August 2013
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- Figure 100: Ways to manage digestive/gastrointestinal issues, by experience issues, August 2013 (continued)
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- Figure 101: Agreement with attitudes toward gastrointestinal issues, by anyone who prepares by purchasing for vacation or holiday, August 2013
- Brand usage
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- Figure 102: Brands of laxatives used most often, April 2007-June 2013
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- Figure 103: Brands of heartburn, Indigestion aids, anti-nausea, upset stomach and diarrhea remedies used most often, by gender and age, May 2012-June 2013
- Life events
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- Figure 104: Select life events, by age, May 2012 - June 2013
- Retail channels
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- Figure 105: Total US retail sales of gastrointestinal remedies, by channel, at current prices, 2011 and 13
- Innovations and innovators
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- Figure 106: Digestive and detoxifying treatment product introductions in Asia Pacific, 2007-13
Appendix – Market Drivers
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- Patient Protection and Affordable Care Act
- Consumer confidence
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- Figure 107: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 108: US Unemployment Rate, by month, 2002-13
- Figure 109: US unemployment and underemployment rates, 2007-13
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- Figure 110: Number of employed civilians in US, in thousands, 2007-13
- Obesity
- Childhood and teen obesity—highest in decades
- Racial, ethnic population growth
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- Figure 111: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 112: US population, by age, 2008-18
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- Figure 113: US households, by presence of own children, 2002-12
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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