Christmas is coming and with it the inevitable gastrointestinal issues which the season brings with it – yet new research from Mintel highlights a distinct reluctance to treat ailments suffered.

mintellogoSome 64% of people who have suffered from a gastrointestinal ailment in the last 12 months prefer to let symptoms run their course naturally, whilst 30% have managed it with their diet. The research highlights a decline in value sales historically, driven by reluctance to buy gastrointestinal remedies as people took more interest in their diets. Indeed, some 38% of adults consider eliminating junk food from their diets as an important factor for leading a healthy lifestyle. Additionally, with the increase in the number of prescriptions related to gastrointestinal remedies (up by 22% from 2009-12), more people are seeking help from a health professional and so are more likely to get gastrointestinal remedies on prescription, this has hindered growth of the gastrointestinal category historically.

Valued at £266 million in 2013, the market is predicted to see growth of 0.9% in 2013. The biggest growth in 2013 is likely to come from diarrhoea treatments and products for IBS treatment, both of which are predicted to grow in value by 6% each in 2013. The rise in price per unit of diarrhoea treatment by 2% is partly responsible for the growth in value of this segment, as well as the increase in cases of norovirus recorded in 2013.

Finally, the research highlights  a lack of preparation in this category, with 30% of people agreeing that they only use non-prescription gastrointestinal remedies when absolutely necessary and only 23% agreeing that they always keep non-prescription gastrointestinal remedies on them in case of an emergency. Men and younger adults are less prepared, suggesting that they could be encouraged to take a more active approach to managing their digestive health. Men are more likely to seek medical advice (23% compared with 18% of women), whereas young people are more likely to let symptoms run their course naturally.

For more info visit

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age