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Digestive Health - US - July 2017

Digestive Health - US - July 2017

"The majority of adults experienced some kind of gastrointestinal problem in the last year, and just over half treated their ailment with an OTC (over-the-counter) medication. This denotes a strong base of digestive health consumers for category players. Still, category sales went relatively unchanged from 2016-17 as sales softened in the leading antacid segment. Increased interest and acceptance of proactive digestive health care could provide a needed boost in the coming years."

- Marissa Gilbert, Senior Health & Wellness Analyst

This Report discusses the following key topics:
Widespread use and population growth offer stability; declines in antacids stifle performance
Lack of perceived need presents challenge 
Consumer confusion surrounds proactive care


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of digestive health, at current prices, 2012-22
Figure 2: No need to treat digestive health issues with OTC remedies, May 2017
Figure 3: Attitudes toward probiotics, May 2017
The opportunities
Figure 4: Fast acting, long lasting, price, and recommendation OTC selection factors, May 2017
Figure 5: Experienced any GI issue (net) and treatment with any OTC medication (net), by generation, May 2017
What it means
THE MARKET
What You Need to Know
Interest in proactive care could revive growth
Struggling sales in antacids are reflected in overall market performance
Proactive digestive health can have market implications
Combating nontreatment
Age impacts digestive health issues and treatment
Market Size and Forecast
Static market growth could see future gains from proactive remedies
Figure 6: Total US sales and fan chart forecast of digestive health remedies, at current prices, 2012-22
Figure 7: Total US sales and forecast of digestive health, at current prices, 2012-22
Market Breakdown
Antacids command the majority of market sales
Figure 8: Share of US retail sales of digestive health, by segment, at current prices, 2017
Growth in stomach remedies/antidiarrheals counter declines in antacids
Figure 9: Total US retail sales of digestive health, by segment, at current prices, 2015 and 2017
Natural retailers can attract those interested in proactive digestive health
Figure 10: Total US retail sales of digestive health, by channel, at current prices, 2015 and 2017
Market Perspective
Probiotic sales continue to perform well
Figure 11: Share of US retail sales of vitamins, minerals, and supplements, by segment, at current prices, 2011-20 (est)
Figure 12: MULO sales of select probiotics, by leading companies and brands, rolling 52 weeks 2016 and 2017
Consumers want to learn more about proactive care
Figure 13: Proactive care, May 2017
Nontreatment is a common reaction to digestive health problems
Figure 14: Ailments experienced in the last 12 months, but did not treat, April 2017
Figure 15: Barriers to treatment, May 2017
Market Factors
Population growth, particularly in adults 25-44, is favorable for market
Figure 16: Any GI issue (net), treat with any OTC medication (net) and experienced any GI issue but did not treat, by age, May 2017
Figure 17: Population aged 18 or older, by age, 2012-22
Hispanics offer opportunity for category growth
Figure 19: US Population, by Hispanic origin, 2012-22
Stress can cause digestive health issues
High obesity rates offer stability for digestive health products
Figure 20: Prevalence of obesity among US adults aged 20 and over, 2006-15
KEY PLAYERS
What You Need to Know
Sales performance of key players yield a mixed bag
Growth in smaller companies outpaces market leaders
Stomach remedies/antidiarrheals offer solid growth
Negative press could be impacting declining sales in antacid PPIs
Innovation and refreshed marketing strategies
Manufacturer Sales of Digestive Health Remedies
P&G struggles while J&J emerges as a standout performer
Aggregate growth in smaller companies outpace market leaders
Figure 21: MULO sales of digestive health, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
Growth in stomach remedies/antidiarrheals
Figure 22: MULO sales of stomach remedies/antidiarrheals, by leading companies and brands, rolling 52 weeks 2016 and 2017
What’s Struggling?
Sales of PPI antacids decline
Figure 23: MULO sales of select OTC PPI antacid brands, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 24: OTC PPI treatment by ailment, April 2017
Figure 25: Digestive health frequency self-assessment, by perceptions OTC antacids are for serious digestive health issues, May 2017
What’s Next?
Static market craves innovation
Time is of the essence...no time for tummy troubles
Product recommendations provide guidance
Proactive care offers market opportunity
Be prepared
Naturalness = safety
THE CONSUMER
What You Need to Know
Strong consumer base of GI sufferers
Frequency of GI issues increases propensity for treatment
Discomfort due to digestive issues increases tendency to take action
Barriers to treatment present challenges
Fast and quick are top factors, but price is also considered
Perception of OTC remedies and proactive care
Ailments and Treatment
Majority of adults experience GI issues; OTC remedies are the common go-to treatment
Figure 26: Ailments and treatment, May 2017
Adults aged 18-44 most likely to experience digestive health problems
Figure 27: Treatment of any GI issue experienced (net), by age, May 2017
Digestive health problems most pronounced among Hispanic Millennials
Figure 28: Treatment of any GI issue experienced (net), by Hispanic origin and generation, May 2017
Remedies used reflect product positioning claims
Figure 29: Correspondence analysis – Ailments and Treatments, May 2017
Figure 30: Ailments and Treatments, May 2017
Digestive Health Frequency Self-assessment
Infrequent digestive health issues are most prevalent
Figure 31: Digestive health frequency self-assessment, May 2017
25-34s are regular sufferers of digestive health issues
Figure 32: Digestive health frequency self-assessment, by age, May 2017
Those who suffer from regular or constant GI ailments take action
Figure 33: Digestive health frequency self-assessment by any GI ailment (net) and treatment, May 2017
More treatments used to address regular and constant GI issues
Figure 34: Digestive health frequency self-assessment, by repertoire of number of treatments, May 2017
Digestive Health Level of Discomfort Self-assessment
Most perceive their discomfort to be mild
Figure 35: Digestive health level of discomfort self-assessment, May 2017
Younger age groups most likely to suffer from moderate discomfort
Figure 36: Digestive health level of discomfort self-assessment, by age, May 2017
Frequency and severity of discomfort align
Figure 37: Digestive health level of discomfort self-assessment by frequency self-assessment, May 2017
Moderate to severe sufferers take action
Figure 38: Digestive health level of discomfort self-assessment by any GI ailment (net) and treatment, May 2017
More treatments used to address moderate to severe discomfort
Figure 39: Digestive health level of discomfort self-assessment, by repertoire of number of treatments, April 2017
Barriers to Treatment
No need to treat stands in the way of OTC remedy purchases
Figure 40: Barriers to treatment, May 2017
Under-25s most willing to forgo OTC treatment
Figure 41: Select barriers to treatment, by age, May 2017
OTC Selection Factors
Quick and lasting relief are key factors when choosing an OTC remedy
Figure 42: OTC selection factors, by rank, May 2017
18-24s more influenced by price in OTC selection
Figure 43: OTC selection factors – Any rank (net), by age, May 2017
Black consumers value fast-acting claims
Figure 44: OTC selection factors – Any rank (net), by race/Hispanic origin, May 2017
Perceptions of OTC Remedies
Perceptions reflect product positioning and severity of ailment
Figure 45: Correspondence analysis – Perceptions of OTC remedies, April 2017
Figure 46: Perceptions of OTC remedies, April 2017
Constant sufferers perceive OTC antacids as solution for serious issues
Figure 47: Perceptions of OTC antacids, by digestive health frequency self-assessment, May 2017
Moderate to severe sufferers most likely to perceive probiotics as a “fix”
Figure 48: Perceptions of probiotics, by digestive health level of discomfort self-assessment, May 2017
Proactive Care
A healthy gut is important for overall health
Figure 49: Proactive care, May 2017
Women are more likely to agree probiotics are essential for gut health
Figure 50: Proactive care, by gender, May 2017
Information gap most pronounced among young adults
Figure 51: Information gap, by age, May 2017
Frequent and severe sufferers take proactive approach to gut health
Figure 52: Digestive health frequency self-assessment, by proactive care, May 2017
Figure 53: Digestive health level of discomfort self-assessment, by proactive care, May 2017
APPENDIX
Data Sources and Abbreviations
Data sources
Abbreviations and terms
The Market
Figure 54: Total US sales and forecast of digestive health, at inflation-adjusted prices, 2012-22
Figure 55: Total US retail sales and forecast of digestive health, by segment, at current prices, 2012-22
Figure 56: Total US retail sales of digestive health, by channel, at current prices, 2012-17
Key Players
Figure 57: MULO sales of antacids, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 58: MULO sales of laxatives, by leading companies and brands, rolling 52 weeks 2016 and 2017
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
The Mintel fan chart

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