Stretching from your head to your bottom, the digestive system (made up of the gut, bowel, and stomach) breaks down all that delicious food and drink we consume, absorbing the useful nutrients and energy, whilst getting rid of the waste. It’s a complex system that comes with various health concerns, from simple problems like indigestion to disorders which may be lifelong, such as IBS.
Many of the products in the Digestive Health category offer patients solutions and symptom relief. Generally the most common concerns presenting in pharmacy are constipation, diarrhoea, bloating, heartburn, and irritable bowel syndrome (IBS).
Lifestyle advice can prevent and alleviate many of the symptoms related to this category. Such as avoiding trans and fatty foods, reducing sugar intake, eating more fibre, drinking water, not smoking, reducing caffeine and alcohol intake, eating regular healthy meals, and staying active. However, this advice is often easier said than done. So throughout our lives, at some stage many of us will need to visit a pharmacy to get something to alleviate digestive discomfort and symptoms.
The Digestive Health category is core to the OTC offering in pharmacy. There has been little change in the category in recent years with established brands accounting for the majority of revenue and no recent new product launches. The category is well supported with advertising with major campaigns for Gaviscon, Nexium and others running throughout the year.
The key products in the category are well established like Nexium, Dulcolax, Senokot, Imodium, Gaviscon, Arret. The last new product launch was about 4 years ago when Buscopan went from Rx to pharmacy only product.
Like all categories currently there has been some supply issues with category leaders. Products like Fybogel, Dioraltye and Nexium have been going in and out of stock over the last 12 months. Alternatives for all these products were available and although patients didn’t always like changing they accepted alternatives and the advice of the pharmacy teams.
Despite the lack of new products, the category is continually in growth. During covid growth came from difficulty accessing GP services and patients need for advice and support with simple digestion problems. Since society has opened up and we are back socialising in restaurants and pubs, the category is growing due to our changes in lifestyle. There have also been the usual tummy bugs and general illness during this time too.
Patient behaviour is changing in this category. Pharmacists are seeing well informed, welleducated patients who are pro-active about their health and wellness as well as the traditional symptom reactive patient.
There is huge growth in the rehydration category. Post covid, there has been an increase in runners and gym active customers who are proactively rehydrating post workout with ORS, Dioralyte, Phizz, Oxylent and other rehydration products.
Pro biotics are also growing and expanding and appealing to proactive and reactive consumers alike. Pro-biotic ranges are expanding with new products. Alforex and Zenflore have expanded their range to include new and broader products additions. Patients and customers alike are well informed on the benefits of gut health and good bacteria. There is also increasing awareness of the impact of gut health and diet on our mood and an understanding of the research of Professor Ted Dinon in UCC in this area.
IBS patients are very well educated and understand the balance of lifestyle and self-management of their condition. Nexium is still the category leader in heartburn, despite generics entering the marketplace. However Gaviscon still is a relevant and strong category leader and is a unique liquid offering in the category.
The role of the pharmacist is key in selling restricted sale products like Motilium appropriately and sales in this product are also growing and the importance of pharmacist advice and counselling is essential.
Pharmacists play a vital role in supporting customers with their digestive health wellness and educating them on the different solutions available in pharmacy, lifestyle options and health advice. Pharmacists have a role empowering patient to self-care and self-manage digestive health symptoms.
As Holiday season is kicking off and after nearly 3 years of lockdown, many are heading abroad for a holiday this year. Patients are pro-actively purchasing products like Nexium, Motiulium, Imodium and Dioralyte. We tend to overindulge or try new foods when abroad and no one wants to be caught feeling uncomfortable or suffering when on holidays.
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