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Digestive Health - US - July 2018

Digestive Health - US - July 2018

In 2018, total US retail sales for the digestive health market are expected to exceed $4.9 billion, following slight increases since 2016. The market did increase 11.7% between 2013 and 2018, largely attributable to Rx-to-OTC transitions in the antacid segment early in the review period. However, no new Rx-to-OTC products have been introduced since 2014, providing little stimulus for new growth or category interest. The impact of stabilized sales in antacids is reflected in total market performance.

This report looks at the following areas:

Changes in eating habits limiting the need for digestive health remedies
Young adults are driven by a sale, less impacted by brand
Laxatives are a last resort for users


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Total US sales and fan chart forecast of digestive health products, at current prices, 2013-23
Figure 2: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
Figure 3: Multi-outlet sales of private label, by segment, rolling 52 weeks 2017 and 2018
The issues
Figure 4: Reasons for using acid reducers less often, April 2018
Figure 5: Store brand attitudes and behaviors, by age, April 2018
Figure 6: Laxatives are a last resort, by laxative users, April 2018
The opportunities
Figure 7: Any OTC digestive health or nausea product usage, by generation, April 2018
Figure 8: Reasons for taking probiotics, April 2018
What it means
Figure 9: Product usage, by Hispanic origin, April 2018
THE MARKET
What You Need to Know
Digestive health market has stalled
Antacids control the market, stomach remedies provide a boost
Eating habits, functional claims impeding OTC digestive market growth
Lack of treatment challenges market
Appeal to Millennials’ holistic approach; Hispanics essential for growth
Market Size and Forecast
Static market challenged to grow
Figure 10: Total US sales and fan chart forecast of digestive health products, at current prices, 2013-23
Figure 11: Total US sales and forecast of digestive health products, at current prices, 2013-23
Market Breakdown
Antacids dominate; stomach remedies give market a lift
Figure 12: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
Market Perspective
Changes in eating habits limiting the need for digestive health remedies
Figure 13: Reasons for using acid reducers less often, April 2018
Some drinks and food are delivering on functional digestive claims
Figure 14: Share of subcategory launches with a functional/digestive claim, May 2017-June 2018
Market Factors
Lack of treatment challenges growth
Figure 15: Ailments experienced in the last 12 months, but did not treat, April 2017
Appeal to Millennials’ holistic approach to health
Figure 16: US population, by generation, 2013-23
Figure 17: Select product usage, by generation, April 2018
Targeting Hispanics essential for growth
Figure 18: US population, by Hispanic origin, 2013-23
Figure 19: Frequency of product usage, April 2018
KEY PLAYERS
What You Need to Know
Leading digestive health brands struggle as private label sales shine
Flavorful positioning and multisymptom relief making gains
H2 blockers benefiting from PPIs’ negative press
OTC loperamide regulations will result in sales declines
Company and Brand Sales of Digestive Health Products
Top companies continue to struggle as private label sales shine
Figure 20: Multi-outlet sales of digestive health products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
Double down on flavorful positioning
Figure 21: Multi-outlet sales of TUMS, by product, rolling 52 weeks 2017 and 2018
Stomach remedies market multisymptom relief
Figure 22: Multi-outlet sales of Pepto-Bismol and Dramamine, rolling 52 weeks 2017 and 2018
H2 blockers benefiting from PPIs’ negative press
Figure 23: Multi-outlet sales of H2 Blockers, by leading brands, rolling 52 weeks 2017 and 2018
What’s Struggling?
PPIs are facing private label competition and negative headlines
Figure 24: Multi-outlet sales of branded PPIs, by brand, rolling 52 weeks 2017 and 2018
What’s Next?
Abuse of OTC loperamide prompts regulation; sales declines to follow
Figure 25: Multi-outlet sales of stomach remedies and antidiarrheals, by leading companies and brands, rolling 52 weeks 2017 and 2018
THE CONSUMER
What You Need to Know
Consumers take reactive approach to digestive discomfort
Proactive digestive care garners stronger adherence
Store brand digestive health remedies have a hold on the market
New entrants to the acid reducer category driving up usage
Laxatives are seen as a last resort
Probiotic use is low but frequency is strong
Product Usage
Consumers are reacting to digestive discomfort
Figure 26: Product usage, by type of remedy (net), April 2018
Adults aged 18-44 are targets for digestive health remedies
Figure 27: Product usage, April 2018
Product use most pronounced among Hispanic Millennials
Figure 28: Product usage, by gender and age, April 2018
Figure 29: Product usage, by Hispanic origin, April 2018
Frequency of Use
Proactive digestive care garners strongest adherence
Figure 30: Frequency of product usage, April 2018
Fiber supplement brands should tailor messaging by age
Figure 31: Frequency of fiber supplement usage, by age, April 2018
Women may be unprepared to treat gas
Figure 32: Frequency of gas relief medications usage, by gender, April 2018
Store Brand Perceptions
Store brand purchasing varies by product type
Figure 33: Store brand purchasing, by product type, April 2018
Figure 34: Store brand trust and perceptions, by product type, April 2018
Figure 35: Brand and professional’s role in purchasing, by product type, April 2018
Store brand digestive remedies hold significant share of the market
Figure 36: Multi-outlet sales of private label, by segment, rolling 52 weeks 2017 and 2018
Young adults are driven by price
Figure 37: Store brand attitudes and behaviors – Any remedy (net), by age, April 2018
Hispanic adults have higher than average trust in store brands
Figure 38: Store brand attitudes and behaviors – Any remedy (net), by Hispanic origin, April 2018
Spotlight on Acid Reducers
Young adults new to the category driving increased usage
Figure 39: Change in use of acid reducers, by age, April 2018
Change in diet and lack of need impacting acid reducer usage
Figure 40: Reasons for using acid reducers less often, April 2018
Spotlight on Laxatives
Laxatives are occasionally, if not rarely, used
Figure 41: Frequency of laxative use, by age, April 2018
Laxatives are a last resort for users
Figure 42: Attitudes toward laxatives, by laxative users, April 2018
Comfort with laxatives improves with age
Figure 43: Attitudes toward laxatives, by age, April 2018
Spotlight on Probiotics
Probiotic use is low, yet adherence is strong
Figure 44: Probiotic supplement use compared to any OTC digestive health product use, by gender and age, April 2018
Figure 45: Frequency of using probiotic supplements, by age, April 2018
Consumers expect probiotics to be multifaceted
Figure 46: Reasons for taking probiotics, April 2018
Figure 47: Select reasons for taking probiotics, by age, April 2018
Probiotics growth is strong; yet leading brands stall in MULO
Figure 48: Total US Sales growth and forecast of probiotics, at current prices, 2012-21(est)
Figure 49: Multi-outlet sales of select probiotics products companies and brands, rolling 52 weeks 2017 and 2018
Probiotic purchases are influenced by several factors
Figure 50: Important factors when purchasing probiotics, April 2018
Figure 51: Select important factors when purchasing probiotics, by age, April 2018
Figure 52: TURF analysis – Probiotics purchase influencers, May 2018
Methodology
APPENDIX
Data Sources and Abbreviations
Data sources
Abbreviations and terms
The Market
Figure 53: Total US sales and forecast of digestive health products, at inflation-adjusted prices, 2012-22
Figure 54: Total US retail sales and forecast of digestive health products, by segment, at current prices, 2013-23
Figure 55: Total US retail sales of digestive health products, by segment, at current prices, 2016 and 2018
Figure 56: Total US retail sales of digestive health products, by channel, at current prices, 2013-18
Figure 57: Total US retail sales of digestive health products, by channel, at current prices, 2016 and 2018
Key Players
Figure 58: Multi-outlet sales of antacids, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 59: Multi-outlet sales of laxatives, by leading companies and brands, rolling 52 weeks 2017 and 2018
Figure 60: Multi-outlet sales of stomach remedies and antidiarrheals, by leading companies and brands, rolling 52 weeks 2017 and 2018
The Consumer
Figure 61: Digestive health frequency self-assessment, by digestive product used, May 2017
Figure 62: Digestive health level of discomfort self-assessment, by digestive product used, May 2017
Figure 63: Table – TURF analysis – Probiotics purchase influencers, May 2018
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
The Mintel fan chart

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