Albany, NY -- (SBWIRE) -- 11/18/2013 -- A reluctance to take gastrointestinal remedies and a reactionary rather than precautionary approach to digestive health has hindered the market in the past. This highlights an opportunity for encouraging people to take a more proactive approach to their digestive health, particularly as there is a high interest in products that prevent issues from occurring in the first place. Growth in the population of the over-65s (who are the highest users of OTC gastrointestinal remedies) also presents opportunities for product innovations, as well as advertising better targeted to this demographic.

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Table of Content

Introduction
Definition
Methodology
Consumer research
Abbreviations

Executive Summary
The market
Figure 1: Best- and worst-case scenario for UK retail value sales of gastrointestinal remedies, 2008-18
Level of new product development falling
Figure 2: New product launches, by branded vs. own-label, 2009-13
Companies, brands and innovation
Figure 3: UK retail value sales of gastrointestinal remedies, by brand, year ending August 2013
The consumer

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Issues in the Market
What role does own-label have in this category?
Why are people reluctant to take gastrointestinal remedies?
What are the opportunities for new innovations?
How will growth of the over-65s impact the category?

Trend Applications
Trend: Transumers
Trend: Extend My Brand
Mintel Futures: East Meets West

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Market Drivers
Key points
Young urban professionals are a target group
Figure 7: Trends in the age structure of the UK population, 2008-18
The over-65s set to remain fastest-growing age group
Socio-economic groups – opportunities for industry growth
Figure 8: Forecast adult population trends, by socio-economic group, 2008-18
Consumers prioritise exercise over healthy eating

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