A number of health disorders can be caused by stress, worry, a sedentary lifestyle, inconsistent meal and sleep schedules, and a diet high in takeout and fast food. Today, a growing number of young individuals are suffering from illnesses that used to only affect persons over the age of 50.
Acidity is one such condition that is becoming more prevalent among young people. Due to this, OTC antacid brands are increasingly used to treat acid reflux, which causes heartburn, indigestion, and stomach discomfort. Antacid therapy is symptomatic and is typically advised for minor symptoms.
People were largely confined to their houses throughout the pandemic period, which severely disrupted lives, businesses, and the economy. Many people had to work from home with limited mobility and had erratic eating patterns. During this time, a number of lifestyle diseases have also become more prominent, such as acidity. While many people still rely on homemade cures such eating ajwain, jeera, hing, and pudina to relieve gas and acidity, the majority of people now use over-the-counter (OTC) medications that are readily available at pharmacies at relatively reasonable costs.
Three subcategories of antacids exist: powders (such as ENO), liquids (such as Digene and Gelusil gel), and pills (like Digene and Pudin Hara). According to industry data, the market for this product category is worth over Rs 2,500 crore, with ENO dominating with a close to 50% market share.
The Pudin Hara Fizz by Dabur, the Pepfiz by Sun Pharma, and the Gas-O-Fast by Mankind Pharma are competitors of GSK’s ENO powder. ENO has celebrated 50 years of operation in the Indian market. They have a prominent television presence and run some oddball marketing efforts to stand out. Additionally, because they are a part of GSK, they have a broad distribution network and a national reach and penetration.
Bhawna Sikka, the Digestive Health Business Lead at GSK Consumer Healthcare India, shared her thoughts on the antacid business in India. She noted, “In India, culturally, we have all been historically taught to bear or suffer a little. We’ve always been told, “Thoda sehnaaana chahiye,” thus most people would be quite reluctant to cure acidity or any other disease as soon as it arises. While using home remedies was frequently the first line of defence in treatment, there is now a greater willingness to do it sooner thanks to Covid.
According to Nisha Sampath, managing partner of Bright Angles Consulting, LLP, “Consumers assume that excessive use of specific items, such as tea and spicy foods, is what causes acidity. They connect acidity to a number of symptoms, such as flatulence, burping, and indigestion or feeling heavy after eating. Despite the fact that not all of these conditions truly call for an antacid, consumers nonetheless seek for one out of habit and for the psychological comfort it provides. Antacid use has historically been high in Kolkata, where more individuals are likely accustomed to using them.
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