Table of Contents
Executive Summary
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- The issues
- Despite solid 2015 gains in digestive health, some leading companies suffer loses
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- Figure 1: MULO sales of digestive health remedies, by leading companies, rolling 52 weeks 2014 and 2015
- Stomach remedies/antidiarrheals dominated by two brands; experiences lowest growth
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- Figure 2: MULO share of stomach remedies/antidiarrheals sales, by leading brands, rolling 52 weeks 2014 and 2015
- Nearly one third of adults choose no treatment when experiencing discomfort
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- Figure 3: Treatment approach to gastrointestinal issues, by level of discomfort, April 2015
- The opportunities
- Positioning remedies as tools that support total digestive health
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- Figure 4: MULO sales of Metamucil, rolling 52 weeks 2014 and 2015
- Interest in probiotics and prebiotics could offer market sales boost
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- Figure 5: Use of probiotics and prebiotics to manage or treat digestive health issues, April 2015
- Gummies and on-the-go formats offer convenient discretion
- What it means
The Market – What You Need to Know
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- Digestive health market posts solid gains, steady growth projected
- OTC remedies are challenged by alternative options
- Varying factors are likely to positively impact market growth
Market Size and Forecast
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- OTC digestive health market poised for future growth after solid 2014
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- Figure 6: Total US sales and fan chart forecast of digestive health remedies, at current prices, 2010-20
- Figure 7: Total US retail sales and forecast of digestive health remedies, at current prices, 2010-20
Market Breakdown
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- Antacids hold category lead; gain larger share of digestive health market
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- Figure 8: Total US retail sales and forecast of digestive health remedies, by segment, at current prices, 2010-20
- All retail channels positively impacted by digestive health market growth
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- Figure 9: US retail sales of digestive health remedies, by channel, at current prices, 2010-14
Market Perspective
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- Some digestive health sufferers choose non-treatment
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- Figure 10: Treatment approach to gastrointestinal issues, April 2015
- Severe discomfort requires prescription strength treatment
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- Figure 11: Use of prescription medication, by level of discomfort, April 2015
- Consumers are turning to diet changes and supplements for relief
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- Figure 12: Diet and supplement behaviors for digestive health, April 2015
Market Factors
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- An aging US population bodes well for the digestive health market
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- Figure 13: Use of digestive health remedies, by age, February 2014 - March 2015
- Stress causes gut-wrenching issues
- Obesity rates hint at stability for digestive remedy use
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- Figure 14: American adults, by weight category as determined by body mass index (BMI), 2008-14
Key Players – What You Need to Know
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- Digestive health market posts gains, largely a result of Pfizer success
- Metamucil’s Meta and gummy formats boost sales
- Private label is challenging branded products; Tums sales suffering
- Prebiotics, digestive diets and a medical innovation gain traction
Manufacturer Sales of Digestive Health Remedies
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- Pfizer’s successful launch of Nexium 24HR boosts digestive market sales
- Manufacturer sales of digestive health
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- Figure 15: MULO sales of digestive health remedies, by leading companies, rolling 52 weeks 2014 and 2015
- Each digestive health segment post gains; leading brands remain on top
What’s Working?
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- Purple pill’s Rx-to-OTC transition puts Pfizer on the digestive health map
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- Figure 16: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Metamucil experiences the Meta effect with new wellness brand
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- Figure 17: Meta Wellness Elevator Commercial, Published on Dec 4, 2014
- Gummy products proving successful for brands, appealing to consumers
What’s Struggling?
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- Branded digestive health products struggle to maintain market share
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- Figure 18: Private label vs branded share of digestive and detoxifying treatment product introductions, 2010-14
- Figure 19: MULO share of stomach remedies/antidiarrheals sales, by leading brands, rolling 52 weeks 2014 and 2015
- Leading antacid brand Tums suffers major sales declines
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- Figure 20: MULO sales change of Tums antacid brands, from rolling 52 weeks 2014 to 2015
- Figure 21: MULO sales of Tums and Rolaids products, 2009-14
What’s Next?
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- Probiotic appeal is expanding into prebiotics
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- Figure 22: Proactive methods of managing or treating digestive health issues, April 2015
- Diet plans highlighting digestive health as a key to wellness
- Nanojuice highlights gastrointestinal issues; human trials on the horizon
The Consumer – What You Need to Know
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- Majority experience gastrointestinal issues, main causes are diet and stress
- Most sufferers notice discomfort and treat accordingly
- Diet, lifestyle and OTC use is prevalent, supplement appeal is growing
Gastrointestinal Issues Experienced
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- Two-thirds of adults experience digestive issues
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- Figure 23: Gastrointestinal problems experienced in past year, April 2015
- Women are more likely to be impacted by gas/bloating and constipation
- Young adults’ digestive issues may be sensitive topics
Contributors to Gastrointestinal Issues
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- Diet and stress are the leading contributors to digestive imbalance
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- Figure 24: Role of diet and stress on gastrointestinal issues, April 2015
- Obese adults more likely to link diet with their gastrointestinal issues
Gastrointestinal Discomfort Levels
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- Gastrointestinal issues cause sufferers noticeable discomfort
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- Figure 25: Level of discomfort experienced from gastrointestinal issues, by issues experienced in past 12 months, April 2015
- Discomfort level influences consumers’ approach to treatment
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- Figure 26: Treatment approach to gastrointestinal issues, by level of discomfort, April 2015
Approach to Digestive Health Treatment
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- Most adult sufferers choose to treat gastrointestinal discomfort
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- Figure 27: Treatment approach to gastrointestinal issues, by select issues experienced in past 12 months, April 2015
Methods of Managing Digestive Health – Medications
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- Appeal of OTC digestive health medications is impacted by need
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- Figure 28: Appeal of OTC medications for managing or treating digestive health issues, April 2015
Methods of Managing Digestive Health – Supplements
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- Supplement use is currently limited, yet interest is strong
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- Figure 29: Interest in proactive remedies for managing or treating digestive health issues, April 2015
- Natural supermarket sales of prebiotics and probiotics indicate mainstream opportunity
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- Figure 30: Natural supermarket sales of digestive health remedies, rolling 52 weeks ending Feb 24, 2013 and Feb 22, 2015
- Parents are most engaged with supplements and enzymes
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- Figure 31: Usage of and interest in supplements and enzymes for managing or treating digestive health issues, by parent status, April 2015
- Greater discomfort necessitates the addition of proactive care measures
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- Figure 32: Usage of and interest in supplements and enzymes for managing or treating digestive health issues, by severe/moderate discomfort, April 2015
Methods of Managing Digestive Health – Diet and Lifestyle
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- Diet additions, deductions, and exercise are priority for digestive health
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- Figure 33: Diet modifications to manage or treat digestive health issues, April 2015
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- Figure 34: Lifestyle changes to manage or treat digestive health issues, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Sales and forecast
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- Figure 35: Total US retail sales and forecast of digestive health, at inflation-adjusted prices, 2010-20
- Figure 36: Total US retail sales and forecast of digestive health, by segment, at current prices, 2010-20
- Retail channels
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- Figure 37: Total US retail sales of digestive health, by segment, at current prices, 2013 and 2015
- Figure 38: Total US retail sales of digestive health, by channel, at current prices, 2010-15
- Figure 39: Total US retail sales of digestive health, by channel, at current prices, 2013 and 2015
- Natural channel sales
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- Figure 40: Natural supermarket sales of digestive health products, by organic ingredients, at current prices, rolling 52 weeks ending Feb. 24, 2013 and Feb. 22, 2015
Appendix – Key Players
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- Antacids
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- Figure 41: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Laxatives
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- Figure 42: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Stomach remedies/antidiarrheals
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- Figure 43: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2014 and 2015
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