Digestive remedies continued to record reasonably strong current value growth in 2019, driven in particular by the dynamic category of diarrhoeal remedies. This product benefited from sizeable peaks of gastroenteritis outbreaks in 2018 and early 2019.
Antacids was again the most dynamic area of indigestion and heartburn remedies in 2019. Antacids are performing well, not least because they are the best-recognised alternative to the waning anti-spasmodic products that have been banned in Belgium but are still present in France as Rx products.
Increasing levels of travel continue to support sales of motion sickness remedies. However, due to a distrust of domperidone-based Rx motion sickness remedies, many consumers have been switching towards more natural products.
Johnson & Johnson continued to lead digestive remedies in 2019. Its leadership is mostly based on its strong Imodium Lingual and Microlax brands, which lead diarrhoeal remedies and laxatives, respectively.
In laxatives, macrogol-based products such as Dulcolax and Forlax were generally faring better than brands made with other ingredients in 2019. This was further contributing to the internal cannibalisation between the different kinds of digestive remedies.
Some product types in digestive remedies suffer from a lack of recognition among consumers, significantly affecting their sales. This was the case with H2 blockers, which ultimately saw the withdrawal of the dominant brand Stomédine by GlaxoSmithKline Santé, the last significant brand in H2 blockers and the subsequent disappearance of H2 blockers by the end of the review period.
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