Laxative Makers Run After Low-Carb Dieters

The popularity of low-carb diets may be changing the marketing demographics for companies that sell fiber laxatives.

Some people on the Atkins and South Beach diets suffer from irregularity because they eat more meats and cheeses and don't replace the fiber that was once part of their diet.

GlaxoSmithKline's new ad campaign for Citrucel caplets offers a "zero-carb solution to a low-carb problem."

Proctor and Gamble fired back with ads that promise that Metamucil allows users to "Stay regular. The zero net carb way."

The two products are just a portion of the $350 million laxatives market. But marketing experts say companies can win customers for life if they get them first.

The Citrucel brand manager said the low-carb dieters are potentially a significant source of customers. He said about 20 percent of the population is now on a low-carb diet -- and about one-third of them experience changes in regularity. That's 13 million customers.

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