Bayer Consumer Health targets Latin America’s digestive health market with probiotic launches

Bayer Consumer Health spots untapped gut health market potential in Latin America due to prevalent digestive health issues and growing regional demand for solutions. The company launched its first probiotics in the region last year, Iberoflora Kids in Mexico, and recently added Iberoflora Adults to its offerings in the country as well. 

Nutrition Insight discusses the region’s gut health opportunities with Mónica Matienzo, marketing director of Mexico and Digestive Health category manager for Latin America, alongside Astrid Carolina Díaz, Bayer Consumer Health’s country medical lead in Consumer Health for Central America and the Caribbean and medical lead for Digestive Health category in Latin America. 

“Latin America offers great opportunities,” says Matienzo. “Knowing the conditions in the region in terms of health and restricted access to solutions, we need to act fast to help consumers and the populations.” 

In terms of digestive health, Latin America — especially Mexico — over-indexes compared to the global category, says Matienzo. In Latin America, the category is larger than the global average, and in Mexico, it’s the most important category in self-care products. “The contrast is striking,” she adds.

In Mexico, products targeting irritable bowel syndrome (IBS), probiotics, and heartburn account for the largest share of the category, while IBS is the fastest-growing subcategory in the country.

“This is one of the key differences with other regions and markets,” she adds. “The consumer in Latin America, particularly Mexico, also tends to be more reactive than preventive.” 

Latin America’s digestive health

Díaz says that Bayer Consumer Health focuses on research in the population to find the right product. “For example, microbiota differ across countries and regions, so it’s important to consider that to develop relevant products backed by science.” 

Matienzo explains that the company’s innovation strategy is driven by research to help consumers live healthier lives through self-care solutions.She also highlights the importance of considering the prevalence of gut health issues, as Bayer’s product decisions are based on science. “This is crucial so we can base decisions on our consumers.” 

“For example, IBS affects almost 50% of the Latin American population, while gastrointestinal functional dyspepsia affects 30%. Women and younger adults are the most affected populations.” 

“The WHO and PAHO (Pan American Health Organization) recognize that IBS is on the rise, but there’s a lack of standardized reporting in many countries as well as information or studies focusing on our population,” she adds. “Reflux is important as well. In countries like Mexico, we see a common overlap with gastrointestinal disorders.” 

Moreover, Díaz says acute diarrhea is an important health concern as well. Currently, children under five years old experience three episodes of acute diarrhea annually, and it’s the second leading cause of death, especially in low-income communities. 

“More than 70% of the population falls into this category, so it’s important to develop products that can manage these types of symptoms or diseases.” 

Market opportunities

Bayer Consumer Health’s innovation strategy is based on consumers’ unmet needs and driven by research into opportunities to help consumers live healthier lives through self-care solutions, explains Matienzo. 

“There are many opportunities in Latin America, and we need to approach this with the best innovative products. We also consider how we can approach shoppers and consumers through the right channels and formats.”

For example, channels include convenience or “mom and pop stores” to be closer to consumers. 

Díaz says IBS affects almost 50% of the Latin American population and gastrointestinal functional dyspepsia affects 30%.“It’s part of our vision and responsibility to give consumers access to our products in different channels,” says Matienzo. “We need to have the opportunity to be close to the consumers, offer the best solutions, and be conscious about the impact on the population. It’s about preventive health and self-care to improve gut health to prevent more serious health complications.”

“Given the prevalence data, we expect continued growth in digestive health,” she highlights. “We’re looking at different subsegments where Bayer can be more active and develop new solutions. We are addressing different sub-segments where we find opportunities to give these types of self-care solutions to consumers so they can take ownership of their health.”

Given Latin America’s younger population, Matienzo also points to the importance of providing solutions for the whole family, as every stage of life presents unique challenges.

She also highlights that communicating science-based information to consumers is a priority for the company so that they understand the importance of taking care of their gut health. 

Product expansion

Matienzo says that Mexico is leading digestive health innovations, and the company can scale innovations like Iberogast and Iberoflora to other Latin American countries. “There is more to come from the Latin American perspective.”

Iberogast is a plant-based product that relieves gastrointestinal symptoms. It is named after one of its ingredients, Iberis amara. Bayer highlights that Iberogast is supported by numerous scientific studies and is “one of the most thoroughly documented plant-based products worldwide.” 

“We have an opportunity in Latin America to increase the use of Iberogast and find the best format,” says Matienzo.

“We also consider how to provide products that offer a quick solution for daily usage to help consumers maintain good digestive health,” she adds. “We aim to make products available in convenient, on-the-go formats.” 

Iberogast is a plant-based product that relieves gastrointestinal symptoms, which is named after one of its ingredients, Iberis amara.For example, Iberoflora Kids is available in sachets that consumers can take daily. Bayer Consumer Health is launching this probiotic supplement in other countries. The product is already on the market in Mexico, with versions for adults and kids, and the company is launching it in Guatemala, Costa Rica, Ecuador, and Colombia. 

Science-led self-care solutions

Similar to global trends, Latin American consumers are increasingly looking for natural products with familiar ingredients and scientific backing. “They want to be sure the product’s efficacy is based on science and look for information that supports that,” says Matienzo.

Díaz underscores the scientific support for Bayer Consumer Health’s solutions. On Iberoflora, she highlights: “The bacterial strains that we use, such as Lactobacillus rhamnosus GG Bifidobacterium animalis subsp. lactis BB-12, and Lactobacillus acidophilus (LA5), are the most studied probiotic strains in the world. We have clear indications for conditions like diarrhea, which is a major health issue in the region.” 

Earlier this year, a review of Iberogast’s preclinical and clinical evidence found that the herbal medicine can help relieve symptoms of functional dyspepsia and IBS. The study, published in Neurogastroenterology & Motility, concludes that the multiple modes of action are likely responsible for its benefits to these conditions.

Díaz emphasizes the importance of building trust in science-led self-care, in light of the new publication on Iberogast’s mechanisms of action, efficacy, and safety. 

“Our scientific body of evidence supports the efficacy and safety of Iberogast, which has been on the market for 60 years,” she adds. “It also means that healthcare professionals can make decisions based on this science. Based on this publication, we can also share these messages on efficacy and symptom relief in consumer communication so that they can make better decisions.” 

“With this information, we can support insights and claims based on science for future innovations,” Díaz continues. “We can share information and more relevant messaging with our consumers on its efficacy in both IBS and functional dyspepsia.” 

Moreover, she underscores that such publications enable healthcare professionals to make informed decisions based on evidence, guidelines, and supportive information.