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Issue Summary

According to Mind of the Consumer research, current and lapsed users of digestive health products stated they are more likely to manage their digestive health through the foods they consume (fruits and vegetables) than via usage of supplements (including probiotics). However, suppliers indicated a focus on vitamin and mineral supplements for managing digestive health. Identifying the true areas of market potential—and providing proper consumer education—will benefit both sides.

Editor's Take

Nearly one-third of current digestive health product users indicated they are managing constipation, acid reflux, intestinal irregularity and heartburn. While these reactive digestive issues are the main reason for using these types of products, there are many opportunities for category expansion based on a prevention platform. Product developers should maximize the link between digestion and its potential to affect other health needs, such as immunity and weight loss.

Takeaways for Your Business

  • Nearly seven out of 10 consumers surveyed are not using products to help manage digestive health.
  • Many non-users think of digestive health products as something to use only on an "as needed" basis.
  • Digestive health products are used consistently across all generations.