Overall, COVID-19 has had a negative impact on sales of digestive remedies in Austria in 2020. Like many OTC products, there was some short-term stockpiling seen in Q1 with consumers concerned about retailers’ shelves becoming bare.
The main growth drivers of digestive remedies in Austria remain busy and stressful lifestyles and poor diet, such as fatty, heavy foods, and snacking. Stress and an unhealthy diet often manifests itself in digestive discomfort, such as indigestion, heartburn, constipation, bloating, and IBS.
With a great deal of uncertainty created by COVID-19 this has influenced consumer behaviour with consumers generally looking for products and brands which they know and trust. This has favoured the leading multinational brands, many of which have already established a strong position in the market through widespread distribution and strong investment in marketing.
With ever busier lifestyles, Austrians are becoming increasingly exposed to stress in both their professional and personal lives. The measures taken to control COVID-19 are expected to take a heavy toll on the economy with further job losses and wage reductions predicted.
With many consumers forced to work from home in 2020 there was greater opportunity to prepare healthier and more balanced meals, with this helping to limit the demand for digestive remedies. However, as consumers return to the workplace it is expected that many people will once again become reliant on ready meals and restaurant fast food.
Similar to cough, cold and allergy (hay fever) remedies, digestive remedies is fairly fragmented yet still led by a few large multinationals – Sanofi-Aventis, Bayer and GSK-Gebro. Their years of expertise in the market ensures they achieve strong distribution and brand awareness, with the conservative nature of Austrian consumers typically favouring these larger players.
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Understand the latest market trends and future growth opportunities for the Digestive Remedies industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Digestive Remedies research and analysis database.
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