What you need to know

The digestive health market has exceeded expectations, with US retail sales estimated to reach more than $5.1 billion in 2019. Previously, the category was supported by Rx-to-OTC conversions in the antacid segment, boosting sales dramatically in 2015. Since then, growth had stabilized and was predicted to flat line. However, new product innovations, refreshed marketing strategies and rehydration claims are bringing success to the once stagnating market.


This Report focuses on products marketed for digestive health or digestive relief that are available OTC/without an Rx (prescription).

For the purposes of this Report, the digestive health market has been segmented as follows:

  • Antacids: Products that neutralize excess stomach acid and relieve heartburn, sour stomach, or acid indigestion. These include:

  • PPIs (proton pump inhibitors): Products that reduce the production of acid by blocking the enzyme in the wall of the stomach that produces acid

  • H2 blockers: Products that reduce or inhibit the secretion of gastric acid by binding competitively with histamine to H2 receptors on cell membranes

  • Antiflatulents: Products that help reduce gas buildup and its associated discomfort

  • Laxatives: Products that relieve constipation and work in one of several ways: by introducing fiber to the bowel, stimulating the bowel, or softening stools

  • Stomach remedies and antidiarrheals: Products that relieve general nausea and settle the stomach and products that slow spasms of the intestine and thicken stool

The following items are excluded from the scope of this Report: enemas, lactose-intolerance medications, emetics/antiemetics, and home remedies.

This Report also highlights probiotic supplements that provide digestive health benefits. These products are not included in the market size or forecast. Probiotic supplements are dietary supplements with live bacteria that replace or add to the beneficial bacteria normally present in the GI (gastrointestinal) tract.

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