Digestive Health - US - July 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Market sales soften after two years of strong growth
Figure 1: Total US sales and fan chart forecast of digestive health, at current prices, 2011-21
Some adults opting not to treat digestive issues
Figure 2: Ailments experienced in the last 12 months, but did not treat, May 2016
Safety concerns exist over the long-term health effects of OTC product use
Figure 3: Concern about health effects of H2 blockers and PPIs, May 2016
The opportunities
Adults experience more than one ailment; tap into need for multisymptom products
Figure 4: Repertoire of ailments experienced, by any ailment, May 2016
Consumers are turning to product labels for information
Figure 5: Seek out information on package and in-store signage, May 2016
Offer alternative product flavors to appeal to target group of sufferers
Figure 6: Interest in flavors, by age, May 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Sales expected to soften in 2016; future growth steady
Antacid sales dominate, yet a smaller segment of the market and retail channel are bringing in growth
Probiotic sales are booming; potential implications for digestive health market
Some adults choose to skip treatment
Age impacts digestive health issues and treatment
High stress and obesity levels are a positive indicator for digestive health market
MARKET SIZE AND FORECAST
Sales soften somewhat after two years of strong growth
Figure 7: Total US sales and fan chart forecast of digestive health, at current prices, 2011-21
Figure 8: Total US sales and forecast of digestive health, at current prices, 2011-21
MARKET BREAKDOWN
Antacids dominate the market; stomach remedies experiencing lift
Figure 9: Total US retail sales of digestive health, by segment, at current prices, 2011-21
Supermarket sales pick up
Figure 10: Total US retail and percentage change of digestive health sales, by channel, at current prices, 2014 and 2016
Probiotics (and prebiotics) dominate natural channel sales
Figure 11: Natural supermarket sales of digestive health products, by segment, at current prices, rolling 52 weeks 2014 and 2016
MARKET PERSPECTIVE
Probiotic sales are booming; impacts reactive treatment needs
Figure 12: MULO sales of select probiotics products, rolling 52 weeks 2015 and 2016
Some adults are choosing not to treat their digestive issues
Figure 13: Ailments experienced in the last 12 months, but did not treat, May 2016
MARKET FACTORS 
Age factors into who experiences and treats digestive health issues
Figure 14: Ailments experienced in the last 12 months, by age, May 2016
Figure 15: Share of population 18+, by age, 2011-21
What comes first? Stress or digestive distress?
Obesity rates are still on the rise
Figure 16: Prevalence of obesity among US adults aged 20 and over, 2006-15
KEY PLAYERS – WHAT YOU NEED TO KNOW 
P&G leads the digestive health market; Pfizer continues making headway
Nexium 24HR continues to boost the antacids segment; laxatives segment has positive growth
Negative press and misuse of medications could impact sales
Mylanta returns to shelves and multisymptom products could lift usage
MANUFACTURER SALES OF DIGESTIVE HEALTH REMEDIES
P&G leads the market; Pfizer continues on its successful path
Figure 17: Manufacturer sales of digestive health remedies, 2015 and 2016
WHAT’S WORKING?
Pfizer’s Nexium 24HR takes over as leading PPI antacid
Figure 18: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2015 and 2016
Laxative segment bolstered by top brand and smaller player
Figure 19: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2015 and 2016
WHAT’S STRUGGLING?
Negative press surrounds some types of antacids
Imodium sales experience notable boost; however success could be tied to a surge in harmful usage
Figure 20: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2015 and 2016
WHAT’S NEXT?
Mylanta returns to shelves with improved taste and new products
Figure 21: Interest in flavors and formats, by select product types, May 2016
Promoting multisymptom relief could increase OTC remedy use
THE CONSUMER – WHAT YOU NEED TO KNOW 
Digestive health issues are common among adults, particularly 25-44- year-olds
A personal reference is just as likely to be sought as information online
Some digestive issues could be controlled or prevented, yet can be unexpected
Consumers have no concerns with digestive health aisle; but are not exploring
Safety concerns of antacids, H2 blockers, and PPIs exist
Fruit flavors, dissolvable tablets, and chewy formats are familiar and appealing
Proactive digestive health care has wide appeal
AILMENTS AND TREATMENT 
Digestive health issues are common among adults
Figure 22: Type of treatments used for any digestive health issues, May 2016
Figure 23: Incidence and treatment of digestive health issues, by ailments, May 2016
Ailment and treatment align
Figure 24: Correspondence analysis of ailments and treatments, May 2016
Correspondence methodology
More than half of adults experience three or more ailments
Figure 25: Repertoire of ailments experienced, by ailments, May 2016
Adults aged 25-44 most likely to experience digestive health problems
Figure 26: Ailments experienced, by age, May 2016
SOURCES OF INFORMATION
A personal reference is just as likely to be sought out as information online
Figure 27: Sources of information, May 2016
Figure 28: Seek out medical professional, family/friends, select online sources, by age, May 2016
Consumers are looking at product labels to aid in treatment choice
Figure 29: Seek information on package and in-store signage, May 2016
One fifth of consumers are not seeking out information for treatment
Figure 30: Do not seek out information for treatment, by age, May 2016
ATTITUDES TOWARD DIGESTIVE HEALTH
Digestive issues can be controlled, yet the unexpected is expected
Figure 31: Management of digestive health issues, by age, May 2016
Some people acknowledge they could prevent digestive issues
Figure 32: Ways to alleviate digestive health issues, by gender and age, May 2016
Consumers can navigate the digestive health aisle; but are not exploring
Figure 33: Purchasing attitudes and behaviors of digestive health remedies, by age, May 2016
PERCEPTIONS OF ANTACIDS AND ACID REDUCERS
Concerns exist over the long-term effects; consumers seek information
Figure 34: Concern and more information needed about H2 blockers and PPIs, by gender and age, May 2016
Safety concerns of antacids may exist, but the efficacy is not in question
Figure 35: Perceptions of antacids, by gender and age and antacid usage, May 2016
Current remedy usage impacts perception of product strength
Figure 36: Medication strength, by attitudes toward digestive health and antacid usage, May 2016
INTEREST IN FORMATS AND FLAVORS
Fruit flavors are familiar and most appealing
Figure 37: Interest in flavors, by product types, May 2016
Dissolvable tablets and gummy/chewy most appealing formats
Figure 38: Interest in formats, by product types, May 2016
Adults aged 25-34 express more interest in alternative flavors
Figure 39: Interest in flavors, by age, May 2016
Figure 40: Interest in select formats, by age, May 2016
PROACTIVE DIGESTIVE HEALTH CARE
Proactive health supplements are a safe digestive health treatment
Figure 41: Agreement prebiotics, probiotics, and fiber supplements are a safe way of treating digestive health issues and agreement with caution not to mix treatments, May 2016
Probiotic use could be tied to preparing for the worst
Figure 42: Attitudes toward probiotics, by age, May 2016
Fiber is a tool for digestive health; used less for weight loss
Figure 43: Attitudes toward fiber supplements, May 2016
In-store location of proactive digestive supplements not entirely clear
Figure 44: Locating proactive care products in store, by gender and age and fiber product users, May 2016
More education on prebiotics needed
Figure 45: Attitudes toward prebiotics, by past 12 month fiber-product users, May 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET 
Figure 46: Total US sales and forecast of digestive health at inflation-adjusted prices, 2011-21
Figure 47: Total US retail sales and forecast of digestive health, by segment, at inflation-adjusted prices, 2011-21
Figure 48: Total US retail sales of digestive health, by segment, at current prices, 2014 and 2016
Figure 49: Total US retail sales of digestive health, by channel, at current prices, 2011-16
APPENDIX – KEY PLAYERS 
Figure 50: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 51: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 52: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2015 and 2016