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Digestive Remedies in the US

US digestive remedies market: $4 billion industry in 2012

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2014-02-24 09:40:02 - Digestive Remedies in the US - a new market research report on

Despite slipping in share, Procter & Gamble remained the top player in the US digestive remedies market with 14% value share, largely on the strength of proton pump inhibitors brand Prilosec, which leads in brand share with 11% of sales. Pepto-Bismol, Procter & Gambles only other major digestive brand, contributed another 3%. Both brands faced growing pressure from private label.

With the notable exception of proton pump inhibitors (PPIs), all digestive remedies experienced current value gains (albeit constant value losses in many cases) in 2012. Laxatives and digestive enzymes with a strong branded presence performed particularly well, while strong sales of Tums in 2012 supported recovery from the combined effects of recalls and private label growth that resulted in antacids declining



by 4% in 2011.

In the short-term, digestive remedies could benefit from an unexpected surge in cases of norovirus in the winter of 2013. The Centers for Disease Control and Prevention (CDC) reports that approximately 1 in 15 Americans contracts the norovirus every year, but a new strain of the virus may be the driving force behind elevated incidence of the illness in 2013. The main symptoms of norovirus, diarrhoea and vomiting, are typically mild enough not to spur professional medical attention, which could lend a boost to OTC digestive treatments.

Key Headlines

- Current value sales of digestive remedies grow by 2% to reach US$3.9 billion in 2012
- Recalls and supply disruptions continue to exert a negative impact on the category
- Stronger branded presence drives 8% current value growth in motion sickness remedies
- The Procter & Gamble Co retains its leadership with 14% value share
- Price consciousness will maintain flat average constant value growth over the forecast period

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Mike King
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