PROIBS® Launch Targets AU$221M IBS Market with 94% User Satisfaction
Immuron Limited has launched PROIBS®, a new medical device aimed at relieving symptoms of Irritable Bowel Syndrome (IBS), entering a growing Australian market with strong early demand.
- PROIBS® officially launched in Australia targeting IBS symptom relief
- Product contains AVH200® from Aloe barbadensis supporting intestinal health
- Initial pharmacy orders received ahead of peak festive season
- Usability study shows 94% user satisfaction and 98% recommendation rate
- Australian IBS treatment market valued at AU$221 million with steady growth
Immuron Launches PROIBS® for IBS Relief
Immuron Limited, an Australian biopharmaceutical company, has officially introduced PROIBS® into the Australian market, marking a significant step in its digestive health portfolio. Designed as a certified medical device, PROIBS® targets the symptoms of Irritable Bowel Syndrome (IBS), a condition affecting nearly 30% of the population, with a higher prevalence among women.
The launch comes at a strategic time, just ahead of the festive season when IBS symptoms often intensify due to dietary and lifestyle changes. Immuron has already secured pharmacy orders, signaling early commercial interest and confidence in the product’s potential.
Innovative Composition and Clinical Support
PROIBS® contains AVH200®, an extract derived from the Aloe barbadensis plant, known for its gel-forming properties that help support the intestinal mucosal barrier. This feature is particularly important for IBS sufferers who require safe, long-term symptom management. The product’s safety profile is notable, with no known interactions with other medications, making it a convenient option for ongoing use.
Backing the launch is a usability study conducted by Calmino group AB involving over 1,000 users. The results were compelling, 94% found PROIBS® helpful, 91% reported improvements in daily life, and an overwhelming 98% would recommend it to others. These figures underscore the product’s promise in addressing a condition that often leaves patients frustrated by limited effective options.
Market Opportunity and Strategic Focus
The Australian market for digestive and intestinal remedies, including IBS treatments, is estimated to generate revenues exceeding AU$220 million in 2025, with a steady growth trajectory. Immuron’s entry with PROIBS® taps into this expanding segment, complementing its existing Travelan® brand and reinforcing its leadership in digestive health solutions.
Immuron’s Chief Commercial Officer, Flavio Palumbo, highlighted the company’s focused approach, launching PROIBS® through online channels and select pharmacies, supported by digital marketing and social media campaigns aimed at raising awareness and encouraging trial. This strategy reflects an understanding of consumer needs for accessible, effective IBS relief.
Looking Ahead
While the initial response appears promising, the true test for PROIBS® will be sustained market adoption and competitive positioning. Immuron’s ability to leverage its biopharmaceutical expertise and marketing acumen will be critical in converting early interest into long-term growth.
Bottom Line?
PROIBS® launch positions Immuron to capture a growing IBS market, but sustained uptake will be key to unlocking its full potential.
Questions in the middle?
- How will PROIBS® pricing compare to existing IBS treatments in Australia?
- What are Immuron’s sales targets and timelines for PROIBS® market penetration?
- How might competitors respond to Immuron’s entry into the IBS treatment space?