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DIGESTIVE HEALTH - US - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Healthcare

No. of Pages : N/A

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.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Market performance
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
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
Figure 3: Digestive health symptom frequency, June 2019
Value-oriented consumers choose store brands
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
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
Figure 6: Trial and interest in select alternative digestive relief methods, June 2019
Young women aren’t treating frequently experienced digestive health symptoms
Figure 7: Digestive health symptom frequency, by females 18-34, June 2019
From symptom relief to lifestyle recovery
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
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
On the mend: digestive health market recovers sales
Figure 9: Total US sales and fan chart forecast of digestive health products, at current prices, 2014-24
Figure 10: Total US sales and forecast of digestive health products, at current prices, 2014-24
MARKET BREAKDOWN
Antacids control digestive health market with slow growth
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
Figure 12: Total US retail sales and forecast of stomach remedies/anti-diarrheals, at current prices, 2014-24
MARKET PERSPECTIVE
Young females offer untapped opportunity for digestive health market
Figure 13: Digestive health symptom frequency, by females 18-34, June 2019
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
Figure 15: Trial and interest in alternative digestive relief methods, June 2019
MARKET FACTORS
Wellbeing focus allows for success of hydration function
Figure 16: Select wellbeing self-perceptions, October 2017
Opioid crisis pervades digestive health market
KEY PLAYERS – WHAT YOU NEED TO KNOW
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
Private label closes the gap on name brand market share
Figure 17: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Age-old products target a younger demographic
TUMS, at your service
Figure 18: Multi-outlet sales of TUMS Chewy Bites, rolling 52 weeks 2018 and 2019
Pepto-Bismol brings youthful edge to new product launches
Figure 19: Multi-outlet sales of Pepto-Bismol Ultra Coat, rolling 52 weeks 2018 and 2019
Figure 20: #PeptoPartner Instagram Campaign
Figure 21: Digestive health symptom frequency, by generation, June 2019
Hydration claims wet consumer appetite
Figure 22: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
Figure 23: Liquid IV Instagram post
Single-pack formats resonate with on-the-go adults
Figure 24: Multi-outlet sales of MiraLAX Mix-in pax, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING?
Private label success dominates antacid segment; name brands fall behind
Figure 25: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2018 and 2019
Probiotics lose sales and usage
Figure 26: Multi-outlet sales of probiotics, by select companies, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
The gut/brain connection
Figure 27: Bio-Kult Migréa Advanced Multi-Action Formulation
Small but mighty: natural digestive relief products see growth
Figure 28: Multi-outlet sales of digestive health products, by select companies, rolling 52 weeks 2018 and 2019
Personalized approach to digestive health
Figure 29: Trial and interest in select alternative digestive relief methods, June 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Consumers reactively treat digestive health issues
Figure 30: Product usage, June 2019
Multiple products needed to address digestive health issues
Figure 31: Repertoire of product usage, June 2019
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
Figure 33: Product usage, by gender and age, June 2019
DIGESTIVE HEALTH SYMPTOM FREQUENCY
Digestive health concerns occur infrequently
Figure 34: Digestive health symptom frequency, June 2019
Regular incidence of heartburn and bloating drives product usage
Figure 35: Select digestive health symptom frequency, by product usage, June 2019
Turning tummy troubles to product bundles
Figure 36: Digestive health symptom frequency, by gender and age, June 2019
Single parents are susceptible to digestive health symptoms
Figure 37: Select digestive health symptom frequency, by family structure, June 2019
DIGESTIVE HEALTH PURCHASING FACTORS
Safety and familiarity matter for consumers
Figure 38: Digestive health purchasing factors, June 2019
Age impacts digestive health purchasing factors
Figure 39: Select digestive health purchasing factors, by age, June 2019
Parents are key demographic for naturally positioned brands
Figure 40: Select digestive health purchasing factors, by parental status, June 2019
Hispanic Millennials value product claims over experience
Figure 41: Select digestive health purchasing factors, by Hispanic origin and generation, June 2019
ATTITUDES TOWARD DIGESTIVE HEALTH
A life-induced battle with digestive discomfort
Figure 42: Attitudes toward digestive health, June 2019
Figure 43: Select attitudes toward digestive health, by product usage, June 2019
Younger men are embarrassed by digestive health issues
Figure 44: Select attitudes toward digestive health, by gender and age, June 2019
Young adults feel the physical implications of stress
Figure 45: Select attitudes toward digestive health, by age, June 2019
REASONS FOR STARTING PROBIOTIC USE
Probiotic use is reactive in nature
Figure 46: Reasons for starting probiotic use, June 2019
Age gaps define why women use probiotics
Figure 47: Reasons for starting probiotic use, by gender and age, June 2019
ALTERNATIVE DIGESTIVE RELIEF METHODS
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
Figure 48: Trial and interest in alternative digestive relief methods, June 2019
Parents show interest in understanding personal digestive discomfort
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
Figure 50: Trial and interest in select alternative digestive relief methods, by age, June 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
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
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
APPENDIX – KEY PLAYERS
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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