Spending within the Irish digestive remedies market increased by 3% in 2012, reaching a value of €37 million.
Digestive remedies in Ireland continued to come under pressure in 2012, in the face of ongoing economic difficulties and reduced consumer spending. The category provides ample opportunity for savings through down-trading to lower-priced products.
Growth rates over the past four years were impacted by the emergence of digestive enzymes and proton pump inhibitors, as well as the removal of paediatric motion sickness products from the Irish market.
Promotional activity and discounting within digestive remedies was minimal, with the majority of brands being well-established, having been on the market for many years. Extensive promotional activity was undertaken by Holland & Barrett; however, the overall impact on unit prices as a result was minimal, as the majority of products were sold through chemists/pharmacies (42%) and parapharmacies/drugstores (19%), so price levels remained fairly constant.
A new report titled 'Digestive Remedies in Ireland,' published on companiesandmarkets.com, stated that far and away the most popular type of indigestion remedy is antacids, accounting for a 76% value share within overall indigestion remedies. This is often also the most inexpensive format, as well as being the most widely accepted.
The strong performance of these products is further assured by their wide availability through all retail channels, as opposed to H2 blockers and proton pump inhibitors, for example, which are only available through chemists/pharmacies.
Digestive enzymes continued to see the fastest current value growth in 2012, of 9%. Proton pump inhibitors recorded current value growth of 3%, reaching value sales of €3 million, as consumers continued to become aware of the availability of such products, and as a wider range of products became available.
McNeil Healthcare led the Irish digestive remedies market in 2012 with a 29% value share. Movement in value shares between companies was minimal in 2012, with very little change in overall company percentages and rankings, reflecting the maturity of many of the leading brands.
For more information on the Irish digestive remedies market, see the latest research: Irish Digestive Remedies Market
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