Table of Contents
Issues in the Market
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- Definition
Insights and Opportunities
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- Encouraging self-treatment
- Lessons from cold and flu
- Pro-biotic foods
- New opportunities around alcohol consumption
- Deseasonalising the market and exploiting the summer months
Market in Brief
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- Market growth slows
- Own label emerging
- Stomach remedies upset growth
- Corporate consolidation continues
- Food – a love/hate relationship
- Eldest buy remedies
- Non-use high
- Communication expenditure falls back
- Future set for growth
Fast Forward Trends
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- Trend 1: “Pop Goes The Science”
- Definition
- What it is – general observations
- Market touchpoints
- Trend 2: “I-Sculpting”
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 3: “Mood and Food”
- Definition
- What it is – general observations
- Market touchpoints
Internal Market Environment
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- Incidence of ailments – who’s suffering?
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- Figure 1: Selected complaints suffered from in the last 12 months, 2002-06
- Young habits
- Indigestion for all
- Changing lifestyles triggering ailments
- British eating habits never out of the spotlight
- Fine dining gourmet eating is growing…
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- Figure 2: Agreement with selected lifestyle statements on food, 2002-06
- The new foodies
- ...while takeaways are hugely popular
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- Figure 3: Consumption of takeaway foods in the last 12 months, 2002-06
- Fragmentation of mealtimes….
- … triggering more ailments
- The cult of the slim
- Is it media driven?
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- Figure 4: Adults who are trying to slim, 2002-06
- A balancing act
- Laxative abuse
- Booze Britain
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- Figure 5: Consumption of alcoholic drinks, 2001-06
- Stress and anxiety
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- Figure 6: Agreement with statements “My life is stressful”, June 2006
- Holidays
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- Figure 7: Domestic and overseas holiday volume, 2001-06
Broader Market Environment
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- Ageing population fuelling growth…
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- Figure 8: Changes in UK population, by age, 2001-06
- …as is the rise in 15-24s
- More ABs = greater affluence
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- Figure 9: Changes in UK population, 2001-06
Competitive Context
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- Figure 10: Summary of market strategies in other well-being markets, 2006
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Strengths and Weaknesses in the Market
Who’s Innovating?
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- A maturing market
- Repackaging
- New formulae/variants
- Own label/value products
Market Value and Forecast
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- Figure 11: UK retail sales of gastro intestinal remedies, 2001-06
- A hiccup in the market
- Countervailing trends
- NPD slows
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- Figure 12: UK OTC gastro-intestinal remedies market, by sector, 2002-06
- Growth patchy
- Forecast and future trends
- Positive movements in the market
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- Figure 13: Forecast of the anti-diarrhoeals market, by type, at current prices, 2001-11
- Figure 14: Forecast of the anti-diarrhoeals market, by type, at constant 2006 prices, 2001-11
- Rise in own label
- More added value growth
- Favourable demographics fuelling growth
- Factors incorporated in the forecast
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Segment Performance
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- Figure 15: UK retail sales gastro-intestinal remedies by sector, 2001-06
- Indigestion and heartburn remedies
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- Figure 16: UK retail sales of indigestion/heartburn remedies, 2001-06
- Lack of NPD stalls market
- Prices forced down
- Relaunches give sector a second wind
- Laxatives
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- Figure 17: UK retail sales of laxatives, 2001-06
- Frequency aids laxatives growth
- Brand activity stimulates greater segmentation
- More slimming driving market
- Anti-diarrhoeals
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- Figure 18: UK retail sales of anti-diarrhoeals, 2001-06
- Modern life fuels demand
- Stomach upset remedies
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- Figure 19: UK retail sales of stomach upset remedies, 2001-06
- Stomach upset remedies lose their fizz
- The yoghurt challenge
- IBS remedies
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- Figure 20: UK retail sales of IBS remedies, 2001-06
- Increased incidence grows sales
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Market Share
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- Figure 21: Company share for total market, 2006
- Indigestion/heartburn remedies
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- Figure 22: Manufacturer/brand shares in indigestion/heartburn remedies, 2002, 2004 and 2006
- Big brands dominate
- Laxatives
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- Figure 23: Manufacturer/brand shares in laxatives, 2002, 2004 and 2006
- Growth for all
- Anti-diarrhoeals
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- Figure 24: Manufacturer/brand shares in anti-diarrhoeals, 2002, 2004 and 2006
- Imodium runs away with sales
- Stomach upset remedies
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- Figure 25: Manufacturer/brand shares in stomach upset remedies, 2002, 2004 and 2006
- Category stagnates
- IBS remedies
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- Figure 26: Manufacturer/brand shares in IBS remedies, 2002, 2004 and 2006
- Increased competition
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Companies and Products
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- Figure 27: Brand map for the gastro-intestinal remedies market, 2006
- Bayer plc
- Boehringer Ingelheim UK
- Forest Laboratories UK Ltd
- GlaxoSmithKline plc
- McNeil Ltd (Johnson & Johnson)
- Reckitt Benckiser plc
- Thornton & Ross Ltd
- Other companies
- Own label
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Brand Communication and Promotion
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- Figure 28: Main monitored media spend, 2001-06*
- Adspend falls
- Big spenders
- Media spend – by seasonal variations
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- Figure 29: Main monitored media spend, by quarter, 2005
- Xmas excesses good for market
- Media spend – by media type
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- Figure 30: Main monitored media spend by media outlet, 2005
- TV reaches the masses
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Channels to Market
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- Even distribution spread
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- Figure 31: Retail sales of OTC gastro-intestinal remedies by type of outlet, 2004 and 2006
- Equal shares for pharmacy and grocery....
- ... but grocers eye future sales
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- Figure 32: Estimated retail sales of gastro-intestinal remedies by product sector and type of outlet, 2006
- Embarrassment promotes self-selection
- Pharmacist advice still important
Consumer 1 – Usage and Frequency
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- Usage and penetration
- Indigestion/heartburn and stomach remedies
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- Figure 33: Usage of indigestion/heartburn and stomach remedies, 2002-06
- Increased efficacy cuts frequency of need
- Overall usage higher amongst older consumers
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- Figure 34: Usage of indigestion/heartburn and stomach remedies by age 2006
- Women are the heaviest users
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- Figure 35: Heavy usage of indigestion/heartburn and stomach remedies, by age, 2006
- Usage is ailment driven
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- Figure 36: Usage of indigestion/heartburn and stomach remedies, by complaints suffered from in the last 12 months, 2006
- Encouraging treatment will ensure future growth
- Usage by lifestyle statements
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- Figure 37: Usage of indigestion/heartburn and stomach remedies, by agreement with selected lifestyle statements on food, 2006
- Gourmets avoid excesses
- Usage by consumption of takeaway food
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- Figure 38: Usage of indigestion/heartburn and stomach remedies, by consumption of takeaway foods, 2006
- Takeaway lifestyle
- Tablets are the most popular formats
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- Figure 39: Types of indigestion/heartburn and stomach remedies used, 2006
Consumer 2 – Who, What, Why?
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- Attitudes to GI remedies
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- Figure 40: Attitudes to GI remedies, July 2006
- Suffering in silence
- Younger consumers let it pass
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- Figure 41: Agreement with statement ‘I'll ignore it until it goes naturally’, July 2006
- Targeted relief tops
- Product loyalty or convenience?
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- Figure 42: Agreement with statement ‘I always tend to take the same thing/brand/product’, July 2006
- Product/brand familiarity greatest amongst older consumer groups
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- Figure 43: Agreement with statements ‘I always tend to take the same thing/brand/product’ and ‘I go to my GP’, by Mintel’s Special Groups, July 2006
- Specific vs generic symptomatic care
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- Figure 44: Agreement with attitudinal statements ‘I go to the medicine cabinet and take general pain killers’ (eg paracetamol, ibuprofen) and ‘I go to the medicine cabinet and take a remedy specifically designed for indigestion/stomach complaints’, by Mintel Special Groups, July 2006
- General attitudes to health
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- Figure 45: General attitudes towards health, July 2006
- Eat yourself better?
- Duvet vs doctor
- No role for functional foods?
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- Figure 46: Agreement with statements ‘Prevention is better than cure that’s my motto’ and ‘With a healthy diet, you won’t get ill’, by socio-economic status, July 2006
- Men don’t get ill
Consumer 3 – Further Analysis
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- Figure 47: Correlation of attitudes towards GI remedies with supermarkets, July 2006
- Well-informed vs. quick fixers
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- Figure 48: Cross-correlation of attitudes towards GI remedies, April 2006
- The well-informed
- The quick fixers
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Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
- Incidence of complaints
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- Figure 49: Selected complaints suffered from in the last 12 months, by demographic sub-group, 2006
- Figure 50: agreement with selected lifestyle statements, 1996-2005
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- Figure 51: Number of times per week consumers eat out/get takeaway for evening meal, November 2005
- Figure 52: UK retail sales of alcoholic beverages, 2000-05
- Brand communication and promotion
- Laxatives
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- Figure 53: Main monitored media spend on laxatives, 2003-06
- Indigestion remedies
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- Figure 54: Main monitored media spend on indigestion remedies, 2003-06
- Consumer 1 – Detailed demographics
- Usage
- Frequency
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- Figure 55: Usage of indigestion/heartburn and stomach remedies, by demographic sub-group, 2006
- Consumer 2 – Detailed Demographics
- Attitudes and behaviours
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- Figure 56: General attitudes towards health, by detailed demographics, July 2006
- Figure 57: Attitudes towards general healthcare, July 2005-06
- Figure 58: Attitudes to GI remedies, by detailed demographics, July 2006
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- Figure 59: Attitudes to GI remedies, by detailed demographics, July 2006
- Figure 60: attitudes to GI remedies, July 2006
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