LONDON —  Sales of GIs and probiotics have steadily slowed in recent years, with many markets underperforming in the 12 months to mid-2020, impacted by COID-19 and other factors, according to a new report from the Nicholas Hall Group entitled Gastrointestinals & Health Through Digestion.

Nicholas Hall

Flat or falling sales were in evidence across key markets in Europe (Italy, Germany, France, UK, Poland) and Asia (Japan, S Korea, Australia), while the large markets of USA, China, India and Russia saw only moderate growth and genuine dynamism was restricted to Latin America.

The impact of the pandemic on normal patterns of travel and socializing clearly held back sales, particularly antinauseants and antacids. Despite the slowdown, GIs & probiotics grew by 3.6% to US$21.9bn, adding US$760mn in net additional CHC sales in the year to 2020, over half added by probiotics and antacids, with laxatives and antidiarrhoeals also significant contributors. Modern lifestyle trends, including irregular unhealthy eating patterns and increased alcohol intake, contribute to rising digestive health issues. A key cause of such issues is stress; work patterns, home schooling and COVID-induced worry all contribute to elevated levels, increasing demand for certain GIs. Meanwhile, better consumer understanding of digestive health, such as the benefits of probiotics and importance of healthy gut microbiome, also helped sustain sales.

In the longer term, brands positioned for overindulgence will recover, although at present held back by the reduced opportunity to socialise. Probiotics will continue to flourish, in part via growing popularity of immune health options, capitalising on current heightened interest in immunity. Meanwhile, food intolerance represents a health area ripe for expansion, with opportunity for innovative and targeted brands for underserved intolerances such as fructose, gluten, bean and histamine. Growth drivers here include consumer promotion targeted at individuals who want to indulge and NPD to fill the gap in the market for quick-relief products.

 Gastrointestinals & Health Through Digestion is available to order. This report features coverage of 10 major markets and mini profiles of additional markets, brand case studies, the latest mid-year 2020 data & sales forecasts and much more. For more info, contact [email protected].