Digestive Health Products Far Outpacing OTC Market Growth: Probiotics Lead the Way
As the U.S. OTC market has struggled to find growth in recent years, digestive health brands have grown rapidly, by double digits year over year in the recent past. As a result, it is important for marketers of traditional OTC brands to understand the impact of these products on their businesses.
The products themselves have undergone a dramatic transformation. Whether supplements, beverages or digestive enzymes, the products are claiming benefits beyond digestive health. Many include claims that they can provide immune support, improve women’s health, increase nutrient absorption, and even help with brain and cardiovascular health.
A paper from IRI and Kline explores Americans’ use of digestive health products, including market size and the competitive landscape, the link between probiotics and other health benefits, and the next big trend to watch for in digestive health.