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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2008 - 82 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
- Executive Summary
- Growth slowing
- OTC switches drive growth
- Upcoming switches may spark more growth
- Private label a key competitor in every segment
- Drug stores lead retail channels
- Aging population will continue to bolster category
- Major companies dominate the GI remedy landscape
- Heavy advertising
- Wide use of GI remedies
- Market Size and Forecast
- Key points
- OTC switches drive growth
- Wal-Mart and private label keep prices in check
- Upcoming switches may spark more growth
- Sales and forecast
- Figure 2: Total U.S. sales and forecast of gastrointestinal remedies, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
- Competitive Context
- Rx-to-OTC switches drive category growth
- Figure 3: Impact of Prilosec OTC on antacid segment sales, 2002-06
- OTC heartburn treatment moves closer to prescription territory
- Beyond heartburn: a significant switch in the laxative segment
- More switches on the way
- OTC switches extend brand life, but private label catches up eventually
- Private label a key competitor in every segment
- Segment Performance
- Key points
- New products and OTC switches skewed to antacids, laxatives
- Only minimal interaction between segments
- Sales and forecast by segment
- Figure 4: U.S. sales and forecast of gastrointestinal remedies, at current prices, IRI FDMx, by segment, 2003-13
- Figure 5: U.S. sales of gastrointestinal remedies, by segment, IRI FDMx, 2006 and 2008
- Segment Performance—Antacids
- Key points
- Rising and leveling off on the shoulders of Prilosec
- Figure 6: U.S. sales and forecast of antacids, IRI FDMx, 2003-13*
- Antacid forms
- Figure 7: U.S. sales of antacids, by product form, IRI FDMx, 2003 and 2008
- Antacid product positioning
- Figure 8: Positioning and functionality of traditional antacids, acid reducers, PPIs, and Rx treatments
- Segment Performance—Laxatives
- Key points
- New OTC drives segment sales
- Figure 9: U.S. sales and forecast of laxatives, IRI FDMx, 2003-13
- Segment Performance—Anti-diarrheals
- Key point
- Figure 10: U.S. sales and forecast of anti-diarrheals, IRI FDMx, 2003-13
- Segment Performance—Stomach Remedies
- Key points
- Figure 11: U.S. sales and forecast of stomach remedies, IRI FDMx, 2003-13
- Retail Channels
- Key points
- Channels compete for healthcare shoppers
- Figure 12: U.S. sales of gastrointestinal remedies, by retail channel, 2006 and 2008
- Retail Channels—Drug Stores
- Key points
- Healthcare expertise and retail fundamentals drive GI remedy sales in the drug channel
- Figure 13: U.S. sales of gastrointestinal remedies in drug stores, 2003-08
- Retail Channels—Food Stores
- Key points
- For supermarkets, it’s matter of priorities
- Figure 14: U.S. sales of gastrointestinal remedies in food stores, 2003-08
- Retail Channels—Other IRI and Convenience
- Key points
- Mass merchants leverage pricing advantage
- GI remedies along for the ride at convenience stores
- Figure 15: U.S. sales of gastrointestinal remedies at other stores, 2003-08
- Market Drivers
- Aging population will continue to bolster category
- Figure 16: U.S. GI ailment population, by age, 2003-13
- On-the-go lifestyle and obesity feed GI remedies market
- Shifting attitudes toward diet and health may impact GI remedies…subtly
- Figure 17: Selected health and wellness attitudes, 2003-08
- Managed care organizations promote use of switched OTCs
- Leading Companies
- Key points
- Major companies dominate the GI remedy landscape
- Figure 18: FDMx sales of leading gastrointestinal remedies companies, 2007 and 2008
- Selected Brand Analysis—Antacids
- Key points
- Lack of new product activity results in relatively quiet segment
- Private label versions of Prilosec and new PPI brands on the way
- Figure 19: Selected FDMx brand sales of antacid products in the U.S., 2007 and 2008
- Selected Brand Analysis—Laxatives
- Key points
- Fiber causes little movement in laxative share
- MiraLAX entry reinvigorates segment
- Figure 20: Selected FDMx brand sales of laxatives in the U.S., 2007 and 2008
- Selected Brand Analysis—Anti-Diarrheals
- Key points
- Market shares hold steady in segment with little news
- Figure 21: Selected FDMx brand sales of anti-diarrheals in the U.S., 2007 and 2008
- Selected Brand Analysis—Stomach Remedies
- Key points
- With little product news, brands struggle to maintain relevance
- Figure 22: Selected FDMx brand sales of stomach remedies in the U.S., 2007 and 2008
- Brand Qualities
- Prilosec OTC faces considerable challenges to continued growth
- Like a rock: Tums holds steady as antacid segment evolves
- Innovation and Innovators
- Regulatory hurdles limit innovations in efficacy
- Marketers work to improve the dosing experience
- Tums QuikPak Instant Dissolve Powder
- Zantac 150 Cool Mint Tablets
- New flavors from Metamucil
- P&G’s retail expansion Align may give momentum to probiotic GI remedies
- Advertising and Promotion
- Overview
- Figure 23: Media expenditures for selected GI remedy brands from Brandweek’s Superbrands report, 2006 and 2007
- Emotional rescue for serious suffering
- Figure 24: Zantac 150 television ad, 2008
- Figure 25: Imodium AD EZ Chews television ad, 2008
- Everyday remedies for everyday problems
- Figure 26: Tums Ultra television ad, 2008
- Figure 27: Pepcid Complete television ad, 2008
- Figure 28: Tums QuikPak television ad, 2008
- Figure 29: Pepto-Bismol television ad, 2008
- Figure 30: Prilosec OTC television ad, 2008
- Increasing focus on wellness
- Figure 31: Metamucil “Daily Routine” television ad, 2008
- Figure 32: Metamucil “Bad Hair Day” television ad, 2008
- Figure 33: Citrucel television ad, 2008
- Figure 34: MiraLAX television ad, 2008
- Figure 35: Pepcid AC Easy Chews television ad, 2008
- Usage
- Wide use of GI remedies
- Figure 36: Use of non-prescription GI remedies, by gender, February 2007-March 2008
- Figure 37: Use of non-prescription GI remedies, by age, February 2007-March 2008
- Category users tend to suffer from multiple GI ailments
- Figure 38: Overlapping incidence of GI ailments, by sufferers of specific GI ailments, February 2007-March 2008
- Doctor-identified GI ailments increase with age
- Figure 39: Incidence of doctor-diagnosed GI ailments, by age, February 2007-March 2008
- OTCs the go-to treatment for most GI ailments, except for GERD
- Figure 40: Use of prescription vs. OTC product to treat GI ailment, by age, February 2007-March 2008
- For many, symptoms go untreated
- Figure 41: Incidence of GI ailment treatment, by ailment, July 2008
- Solid forms preferred in most GI remedy segments
- Figure 42: Form of product to treat GI ailment, by age, February 2007-March 2008
- A variety of laxative forms used
- Figure 43: Form of laxative used, by age, February 2007-March 2008
- Brands
- Popularity of GI remedies driven as much by familiarity as efficacy
- Figure 44: Preferred brand to treat heartburn/indigestion, by age, February 2007-March 2008
- Figure 45: Preferred brand of laxative, by gender, February 2007-March 2008
- Inconsistent age skews for laxative brands reflect diversity of category
- Figure 46: Preferred brand of laxative, by gender, February 2007-March 2008
- Frequency of use increases with age
- Figure 49: Frequency of suffering GI ailments in the past 30 days, by age, July 2008
- Attitudes and Motivations
- Advice of medical professionals still #1, but younger sufferers express greater self-reliance
- Figure 50: Reasons for deciding what GI remedy to take, by age, July 2008
- Trips to the doctor’s office are rare for GI ailments
- Figure 51: Type of medical professional spoken with about GI problems in past 12 months, by gender, July 2008
- Efficacy-seeking mentality drives switching more than other factors
- Figure 52: Reasons for trying a new GI remedy, by age, July 2008
- GI remedies a reluctant necessity for most, brand loyalty moderate
- Figure 53: Attitudes concerning GI remedies, by age, July 2008
- General attitudes towards health and wellness
- Figure 54: Attitudes concerning health and wellness, by age, July 2008
- The Gender Gap
- Women slightly more likely to report suffering and treating GI ailments
- Figure 55: Incidence of GI ailments, by gender, February 2007-March 2008
- Figure 56: Use of prescription vs. OTC product to treat GI ailment, by gender, February 2007-March 2008
- Figure 57: Form of laxative used, by gender, February 2007-March 2008
- Figure 59: Reasons for deciding what GI remedy to take, by gender, July 2008
- Figure 60: Attitudes concerning GI remedies, by gender, July 2008
- Figure 61: Attitudes concerning health and wellness, by gender, July 2008
- Race/Hispanic Origin
- Usage
- Figure 62: Use of non-prescription GI remedies, by race/Hispanic origin, February 2007-March 2008
- Doctor-identified GI ailments higher among whites than other groups
- Figure 63: Incidence of doctor-diagnosed GI ailments, by race/Hispanic origin, February 2007-March 2008
- Efficacy the top reason for trying a new brand across all groups
- Figure 64: Reasons for trying a new GI remedy, by race/Hispanic origin, July 2008
- Figure 65: Attitudes concerning GI remedies, by race/Hispanic origin, July 2008
- Brand preferences by race/Hispanic origin
- Figure 67: Brand of laxative, race/Hispanic origin, February 2007-March 2008
- Appendix: Trade Associations
AbstractWith the percentage of adults using OTC GI remedies holding steady in recent years, the category's modest growth has been driven primarily by Rx to OTC switches. After a pause in 2008, OTC switch activity is expected to pick up in 2009 and beyond, particularly in the antacid segment where new entrants will continue to strengthen the high-end of the market and accelerate the decline of older, less effective traditional brands.
In addition to these overarching trends, this report examines the following:
- An in-depth look at the factors that have made Prilosec so successful in the OTC marketplace, and an assessment of how it may fare in the future in the face of increased competition from comparable private label and branded products
- An analysis of how Tums, a 75-year old antacid brand, has been able to compete effectively in a marketplace increasingly dominated by more advanced former prescriptions
- Analysis of brand preferences and market shares in all four segments of the category
- A discussion of advertising strategies employed by leading GI remedy marketers
- Profiles of recent new line extensions from major brands
- Insights and ideas on how the GI remedy aisle at retail can evolve to meet the needs of increasingly self-reliant GI remedy shoppers
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