Digestive Remedies in the US - New Market Study Published

Unhealthy diets, the ubiquity of fast-paced and stressful lifestyles and the ageing population support continued demand for digestive remedies in the US. The US diet is low in fibre and high in processed foods, which increases the need for laxatives and other digestive aids. Increasingly fast-paced and stressful lifestyles also impact consumers’ digestive systems, as the gut is especially vulnerable to tension. Stress will often induce physiological changes that cause gastrointestinal discomfort. In addition, tighter schedules have increased the number of smaller, daily meals eaten by individuals in the US and encouraged consumption of prepared foods, in the form of takeout or supermarket prepared meals. These modern tendencies have significantly increased the frequency of acute digestive ailments, such as indigestion, bloating, nausea and diarrhoea.

Competitive Landscape

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Several companies dominate sales of digestive remedies in the US, but the market is increasingly fragmented as these companies lose sales. The top three companies at the start of the review period – Proctor & Gamble, GlaxoSmithKline and Novartis – accounted for 29% in 2010. In 2015, the top three companies held just 27% of retail value. Procter & Gamble maintained its lead with 10% of sales, whilst Bayer and GlaxoSmithKline accounted for 9% and 8% of value sales, respectively.

Industry Prospects

Consumers may shift away from proton pump inhibitors over the forecast period, flattening growth. Recent research has suggested that proton pump inhibitors used to treat gastroesophageal reflux disease (GERD) increase the risk of heart attack in otherwise healthy people. Researchers from Stanford gained access to the records of 2.9 million patients and used data-mining techniques to investigate the correlation between taking a PPI and a myocardial infarction, commonly called a heart attack. The researchers found that individuals who took proton pump inhibitors were between 15% and 21% more likely to experience a heart attack. The study was published by the reputable PLOS ONE journal in June 2015. Major media outlets, including the New York Times and the Washington Post, featured articles on the study’s results. The study also found that H2 blockers, which are also used to treat GERD, did not increase the risk of heart attack. This may push consumers to using more H2 blockers in coming years. As more research is done on the impact of these drugs on cardiovascular health, retail sales could decline. Further, other studies have indicated the negative impact of long-term use of proton pump inhibitors on vitamin absorption and interactions with other medications. In late 2014, the US FDA ruled that labels had to provide additional information regarding risks related to c-difficile bacteria and adverse drug interactions when taking PPIs.

Report Overview

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