Stomaching it

Digestive health is a proliferating theme triggered by rising usage of weight loss drugs and increased travel. Over the last year, there has been a 2% to 19% increase in household penetration of digestive health products in the US. Some of that could be attributed to popular weight loss drugs whose most common side effect are nausea, constipation and diarrhea. Another contributor to digestive health’s growth is travel, especially on planes and to foreign countries. In a survey by consumer insights firm Numerator, 24% of respondents said digestion and gut health is the second most important factor in feeling physically healthy, just behind normal blood pressure. In the same survey, 43% of respondents said digestive symptoms are the most important symptoms to treat and prevent.

Source: Numerator, September 2024.