Table of Contents
Executive Summary
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- Overview
- Market performance
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- Figure 1: Total US sales and fan chart forecast of digestive health products, at current prices, 2014-24
- Antacids continue to dominate market; stomach remedies heat up
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- Figure 2: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2014-24
- The issues
- Digestive health symptoms are infrequent
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- Figure 3: Digestive health symptom frequency, June 2019
- Value-oriented consumers choose store brands
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- Figure 4: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Holistic approach to health challenges use of OTC products
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- Figure 5: Trial and interest in alternative digestive relief methods, June 2019
- The opportunities
- Knowledge is power; at-home testing opens the door for personalized treatment
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- Figure 6: Trial and interest in select alternative digestive relief methods, June 2019
- Young women aren’t treating frequently experienced digestive health symptoms
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- Figure 7: Digestive health symptom frequency, by females 18-34, June 2019
- From symptom relief to lifestyle recovery
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- Figure 8: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
- What it means
The Market – What You Need to Know
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- Digestive health market exceeds expectations
- Big gains for stomach remedies – at what cost?
- Young women could be the new target for digestive remedies
- Our gut instinct on CBD
- Lifestyle changes challenge symptom-reliant products
- Wellness seekers welcome hydration
Market Size and Forecast
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- On the mend: digestive health market recovers sales
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- Figure 9: Total US sales and fan chart forecast of digestive health products, at current prices, 2014-24
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- Figure 10: Total US sales and forecast of digestive health products, at current prices, 2014-24
Market Breakdown
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- Antacids control digestive health market with slow growth
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- Figure 11: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2014-24
- Unprecedented growth of stomach remedy segment continues
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- Figure 12: Total US retail sales and forecast of stomach remedies/anti-diarrheals, at current prices, 2014-24
Market Perspective
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- Young females offer untapped opportunity for digestive health market
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- Figure 13: Digestive health symptom frequency, by females 18-34, June 2019
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- Figure 14: Health sources, by gender and age, March 2018
- Anti-inflammatory benefits of CBD could impact OTC market
- Lifestyle changes challenge traditional digestive health remedies
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- Figure 15: Trial and interest in alternative digestive relief methods, June 2019
Market Factors
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- Wellbeing focus allows for success of hydration function
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- Figure 16: Select wellbeing self-perceptions, October 2017
- Opioid crisis pervades digestive health market
Key Players – What You Need to Know
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- Store brand solutions dominate digestive health category
- Pepto and TUMS bring playful approach to digestive health
- Hydration claims make a splash
- Single pack formats promote on-the-go use
- Probiotics struggle to maintain the hype
- An emerging relationship: gut and brain
- Personalized health information = consumer action
Company and Brand Sales of Digestive Health Products
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- Private label closes the gap on name brand market share
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- Figure 17: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Age-old products target a younger demographic
- TUMS, at your service
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- Figure 18: Multi-outlet sales of TUMS Chewy Bites, rolling 52 weeks 2018 and 2019
- Pepto-Bismol brings youthful edge to new product launches
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- Figure 19: Multi-outlet sales of Pepto-Bismol Ultra Coat, rolling 52 weeks 2018 and 2019
- Figure 20: #PeptoPartner Instagram Campaign
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- Figure 21: Digestive health symptom frequency, by generation, June 2019
- Hydration claims wet consumer appetite
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- Figure 22: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
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- Figure 23: Liquid IV Instagram post
- Single-pack formats resonate with on-the-go adults
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- Figure 24: Multi-outlet sales of MiraLAX Mix-in pax, rolling 52 weeks 2018 and 2019
What’s Struggling?
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- Private label success dominates antacid segment; name brands fall behind
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- Figure 25: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Probiotics lose sales and usage
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- Figure 26: Multi-outlet sales of probiotics, by select companies, rolling 52 weeks 2018 and 2019
What’s Next?
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- The gut/brain connection
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- Figure 27: Bio-Kult Migréa Advanced Multi-Action Formulation
- Small but mighty: natural digestive relief products see growth
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- Figure 28: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
- Personalized approach to digestive health
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- Figure 29: Trial and interest in select alternative digestive relief methods, June 2019
The Consumer – What You Need to Know
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- Consumers treat digestive health concerns reactively
- Young women aren’t seeking treatment for regular symptoms
- When assessing digestive health products, age matters
- Living, breathing, eating and digestive discomfort
- Consumers are not committed to probiotic use
- Lifestyle changes hinder OTC treatment
Product Usage
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- Consumers reactively treat digestive health issues
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- Figure 30: Product usage, June 2019
- Multiple products needed to address digestive health issues
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- Figure 31: Repertoire of product usage, June 2019
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- Figure 32: Repertoire of product usage, by product usage, June 2019
- Female consumers are key shoppers for digestive health market
- Entering middle adulthood impacts female purchase behavior
- Pregnancy symptoms result in digestive discomfort
- Fiber supplements should target male demographic
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- Figure 33: Product usage, by gender and age, June 2019
Digestive Health Symptom Frequency
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- Digestive health concerns occur infrequently
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- Figure 34: Digestive health symptom frequency, June 2019
- Regular incidence of heartburn and bloating drives product usage
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- Figure 35: Select digestive health symptom frequency, by product usage, June 2019
- Turning tummy troubles to product bundles
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- Figure 36: Digestive health symptom frequency, by gender and age, June 2019
- Single parents are susceptible to digestive health symptoms
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- Figure 37: Select digestive health symptom frequency, by family structure, June 2019
Digestive Health Purchasing Factors
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- Safety and familiarity matter for consumers
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- Figure 38: Digestive health purchasing factors, June 2019
- Age impacts digestive health purchasing factors
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- Figure 39: Select digestive health purchasing factors, by age, June 2019
- Parents are key demographic for naturally positioned brands
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- Figure 40: Select digestive health purchasing factors, by parental status, June 2019
- Hispanic Millennials value product claims over experience
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- Figure 41: Select digestive health purchasing factors, by Hispanic origin and generation, June 2019
Attitudes toward Digestive Health
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- A life-induced battle with digestive discomfort
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- Figure 42: Attitudes toward digestive health, June 2019
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- Figure 43: Select attitudes toward digestive health, by product usage, June 2019
- Younger men are embarrassed by digestive health issues
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- Figure 44: Select attitudes toward digestive health, by gender and age, June 2019
- Young adults feel the physical implications of stress
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- Figure 45: Select attitudes toward digestive health, by age, June 2019
Reasons for Starting Probiotic Use
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- Probiotic use is reactive in nature
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- Figure 46: Reasons for starting probiotic use, June 2019
- Age gaps define why women use probiotics
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- Figure 47: Reasons for starting probiotic use, by gender and age, June 2019
Alternative Digestive Relief Methods
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- Adults are trying alternative methods for digestive relief
- OTCs may be viewed as secondary treatment
- Probiotics struggle to retain users; natural claims could bolster segment
- High interest in at-home testing offers opportunity for personalized digestive health
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- Figure 48: Trial and interest in alternative digestive relief methods, June 2019
- Parents show interest in understanding personal digestive discomfort
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- Figure 49: Trial and interest in select alternative digestive relief methods, by parental status, June 2019
- Older adults are less inhibited by digestive issues than young adults
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- Figure 50: Trial and interest in select alternative digestive relief methods, by age, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 51: Total US retail sales and forecast of digestive health products, at inflation-adjusted prices, 2014-24
- Figure 52: Total US retail sales of digestive health products, by segment, at current prices, 2017 and 2019
- Figure 53: Total US retail sales and forecast of antacids, at current prices, 2014-24
- Figure 54: Total US retail sales and forecast of laxatives, at current prices, 2014-24
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- Figure 55: Total US retail sales of digestive health products, by channel, at current prices, 2014-19
- Figure 56: Total US retail sales of digestive health products, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 57: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 58: Multi-outlet sales of stomach remedies/anti-diarrheals, by leading companies and brands, rolling 52 weeks 2018 and 2019
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