Consumers Taking Control Of Digestive Health

America, the land of abundance, is seeing a synergistic interaction of societal factors driving more consumers down the path of digestive dysfunction. Take the fast food culture, add in economic stressors, an aging population and the growing load of environmental toxins, and it’s likely no wonder market research firm Mintel estimates there are more than 62 million Americans suffering gastrointestinal (GI) ailments. The company noted activity in the over-the-counter (OTC) remedy market for GI upset is expected to pick up in the coming years, as new products (chewables, combination, etc.) strengthen the market and consumers continue to self-diagnose and -treat minor GI ailments.

This tendency to personally address gut health holds great potential for retailers of natural products, who hold on their shelves myriad options to not only treat digestive dysfunction, but get at the root cause. Brenda Watson, founder, ReNew Life Formulas Inc., noted: “Faced with rising health care costs and a nation dependent upon prescription drugs, modern-day consumers are seeking smarter, healthier and more cost-effective options to achieve and maintain their overall health. Not only that, but they understand that natural remedies focus on the whole body—not just one or two symptoms—and thus address the root cause of a particular illness or condition to prevent its recurrence.”

Increasing numbers of Americans are open to enhancing their digestive health with natural products. According to the Natural Marketing Institute (NMI), more than 15 percent are managing constipation, 14 percent irritable bowel syndrome (IBS) and 4.5 percent for stomach ulcer. NMI also found 20 percent of households turned to fiber and more than 10 percent used acidophilus probiotics in 2007.

“Stomach pain, gas, bloating and heartburn are just a few of the things driving consumers to purchase digestive health products, but consumers are also buying digestive products for overall wellness,” said Scott Daniel, marketing manager, National Enzyme Co.

This move toward purchasing products for general well-being is driven by a more informed consumer. Silvia Cheskes, vice president of marketing, Attune Foods, noted it’s easy to see just in mainstream media that the former “taboo” on talking about bodily functions is long gone. “Consumers today are better informed due to the Internet and companies that are doing more to educate consumers about issues like digestive health,” she said. “Consumers are also taking a more active role in their health—reading about it online and looking for products that can deliver an actual health benefit in addition to good taste and enjoyment.”

Seconded Matt Schueller, Enzymatic Therapy: “Consumers are seeing advertising on television for these products, which is driving new consumers into retail outlets seeking to try them. Consumers are getting relief of constipation, gas and bloating without the side effects of drugs, and are becoming loyal users of the products.”

In addition, awareness is increasing that supporting gut health does more than just address dysfunction, according to Tim Gamble, vice president sales and marketing, Nutraceutix. “So many health conditions are being tied through scientific research to healthy digestion and the digestive tract that consumer awareness is expanding,” he said. “Digestive health is now clearly tied to immune system stimulation, autoimmune system health, dieting, proper nutrient assimilation and general well-being.”