The company is a global leader in the laxative category and are growing above the market thanks to strong brand love. They have a large population of consumers to serve, with 1/3rd of the global population suffering from constipation and 3/4th of those being frequent sufferers. However, they also know that half of those suffering from constipation do not treat with a laxative, instead relying on lifestyle/diet or mis-using fiber to treat rather than prevent. They also know that the consumers who do treat with a laxative, almost half of them only treat as a last resort which extends their time spent suffering.

Must-have Requirements

• Strong scientific rationale that, if not suitable for global use, is at least acceptable in key markets (US and Germany)
• Addresses the consumer needs detailed above in a differentiated way
• Clear and easily communicable consumer benefit
• If product-based solution, viable sourcing strategy

Preferred Requirements 

• Consider sustainability initiatives for any tangible solutions
• Costs in-line with current brand offerings

Approaches not of interest

• Surgical interventions
• Solutions not viable for OTC or Dietary Supplement settings
• Approaches focused on lifestyle modifications

Technology Acquisition and/or License-Out