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Consumer Health in Turkey

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    Report

  • 104 Pages
  • October 2023
  • Region: Turkey
  • Euromonitor International
  • ID: 2557417
Description Jump to:
Economic instability, characterised by very high inflation, continues to restrain retail volume sales at the end of the review period. The Turkish economy is taking longer than many other countries to recover from the economic effects of Coronavirus (COVID-19), due to the upheaval of political elections in May 2023 and two big earthquakes, which affected around 20% of the population and the country’s wider logistics capacity.

The Consumer Health in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Health market
  • Pinpoint growth sectors and identify factors driving change
  • Understand the competitive environment, the market’s major players and leading brands
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

CONSUMER HEALTH IN TURKEY
EXECUTIVE SUMMARY
  • Consumer health in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for consumer health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
  • Table 2 Life Expectancy at Birth 2018-2023
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2018-2023
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
  • Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
  • Table 7 Distribution of Consumer Health by Format: % Value 2018-2023
  • Table 8 Distribution of Consumer Health by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Consumer Health by Category: Value 2023-2028
  • Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
DISCLAIMERDEFINITIONS
SOURCES
  • Summary 1 Research Sources
ANALGESICS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rebound in aspirin use in 2023
  • Demand for topical analgesics rises due to increasing participation in sports
  • Rx products continue to challenge category development
PROSPECTS AND OPPORTUNITIES
  • Growing trend for herbal alternatives
  • Demographic trend to have a positive impact on analgesics
  • Marketing to appeal to the younger population
CATEGORY DATA
  • Table 11 Sales of Analgesics by Category: Value 2018-2023
  • Table 12 Sales of Analgesics by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Analgesics: % Value 2019-2023
  • Table 14 LBN Brand Shares of Analgesics: % Value 2020-2023
  • Table 15 Forecast Sales of Analgesics by Category: Value 2023-2028
  • Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • High inflation leads to further price rises
  • Social media continues to develop as a marketing and sales tool for players
  • Medicated confectionery benefits from key consumer demand trends and wider availability while paediatric cough/cold remedies gains some traction with the return to out-of-home lifestyles
PROSPECTS AND OPPORTUNITIES
  • Paediatric cough/cold remedies to continue to gain traction
  • Increasingly health-conscious consumers to shift towards natural products
  • Pharmacies to remain the go-to channel despite e-commerce development
CATEGORY DATA
  • Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
  • Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
  • Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028
DIGESTIVE REMEDIES IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • High stress levels increase the demand for antacids
  • Increasing demand for probiotics poses a threat to digestive remedies
  • Bayer Türk Kimya Sanayi ensures dominance of the multinational offer
PROSPECTS AND OPPORTUNITIES
  • Positive growth is projected but Rx products remain a threat
  • Traditional home-made digestive remedies to continue to lose favour
  • Young adults to become a more important consumer base
CATEGORY DATA
  • Table 23 Sales of Digestive Remedies by Category: Value 2018-2023
  • Table 24 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
  • Table 25 NBO Company Shares of Digestive Remedies: % Value 2019-2023
  • Table 26 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
  • Table 27 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
  • Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028
DERMATOLOGICALS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • New hair loss treatments to cater to growing demand
  • Focus shifts to beauty and personal appearance as the COVID-19 threat diminishes
  • New line marks B-Good’s expansion into dermatologicals
PROSPECTS AND OPPORTUNITIES
  • Demand is set to grow across dermatologicals
  • Increasingly educated parents to boost the use of child-facing dermatologicals
  • Digitalisation fosters marketing and communications benefits
CATEGORY DATA
  • Table 29 Sales of Dermatologicals by Category: Value 2018-2023
  • Table 30 Sales of Dermatologicals by Category: % Value Growth 2018-2023
  • Table 31 NBO Company Shares of Dermatologicals: % Value 2019-2023
  • Table 32 LBN Brand Shares of Dermatologicals: % Value 2020-2023
  • Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
  • Table 34 Forecast Sales of Dermatologicals by Category: Value 2023-2028
  • Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028
NRT SMOKING CESSATION AIDS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Electronic cigarettes hinder the growth potential of NRT smoking cessation aids
  • NRT gum benefits from convenience and oral replacement advantages
  • Multinationals leverage reputation for quality and effectiveness to dominate
PROSPECTS AND OPPORTUNITIES
  • Rx products to continue to pose a strong threat to OTC alternatives
  • Healthier lifestyle trend to increase the numbers of smokers using NRT smoking cessation aids
  • Lack of innovation to hinder NRT smoking cessation aids
CATEGORY INDICATORS
  • Table 36 Number of Smokers by Gender 2018-2023
CATEGORY DATA
  • Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
  • Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
  • Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
  • Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
  • Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
  • Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028
SLEEP AIDS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Pressure on sleep patterns supports retail volume growth
  • Herbal options remain the most popular
  • Sandoz Ilac leads an otherwise highly fragmented competitive landscape
PROSPECTS AND OPPORTUNITIES
  • No switches are foreseen
  • Health and wellness alternatives
  • Pharmacies look to omnichannel approach
CATEGORY DATA
  • Table 43 Sales of Sleep Aids: Value 2018-2023
  • Table 44 Sales of Sleep Aids: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Sleep Aids: % Value 2019-2023
  • Table 46 LBN Brand Shares of Sleep Aids: % Value 2020-2023
  • Table 47 Forecast Sales of Sleep Aids: Value 2023-2028
  • Table 48 Forecast Sales of Sleep Aids: % Value Growth 2023-2028
EYE CARE IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rx products and healthier lifestyles undermine OTC eye care
  • No switches limit growth potential
  • Bausch & Lomb Saglik Optik Ürünleri dominates the landscape
PROSPECTS AND OPPORTUNITIES
  • Increasing presence of sophisticated standard eye care products
  • Ageing population and lifestyle trends to support the demand for standard eye care
  • Rx products and vitamins and dietary supplements to remain the main threats
CATEGORY DATA
  • Table 49 Sales of Eye Care by Category: Value 2018-2023
  • Table 50 Sales of Eye Care by Category: % Value Growth 2018-2023
  • Table 51 NBO Company Shares of Eye Care: % Value 2019-2023
  • Table 52 LBN Brand Shares of Eye Care: % Value 2020-2023
  • Table 53 Forecast Sales of Eye Care by Category: Value 2023-2028
  • Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028
WOUND CARE IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Focus on fit and healthy lifestyles benefits wound care
  • New product development adds value to wound care
  • Greater channel penetration
PROSPECTS AND OPPORTUNITIES
  • Wound care is expected to benefit from the ongoing health kick
  • Added-value features and advanced products to stimulate demand
  • Ageing population to support demand for various wound care needs
CATEGORY DATA
  • Table 55 Sales of Wound Care by Category: Value 2018-2023
  • Table 56 Sales of Wound Care by Category: % Value Growth 2018-2023
  • Table 57 NBO Company Shares of Wound Care: % Value 2019-2023
  • Table 58 LBN Brand Shares of Wound Care: % Value 2020-2023
  • Table 59 Forecast Sales of Wound Care by Category: Value 2023-2028
  • Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028
VITAMINS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Unstable economy and political instability hinder growth potential
  • Healthier diets present a push-pull effect in vitamins
  • New brands add dynamism to vitamins
PROSPECTS AND OPPORTUNITIES
  • Strong activity to develop and grow vitamins
  • Counterfeit products remain a major threat
  • Various formats to ease use and add convenience
CATEGORY DATA
  • Table 61 Sales of Vitamins by Category: Value 2018-2023
  • Table 62 Sales of Vitamins by Category: % Value Growth 2018-2023
  • Table 63 Sales of Multivitamins by Positioning: % Value 2018-2023
  • Table 64 NBO Company Shares of Vitamins: % Value 2019-2023
  • Table 65 LBN Brand Shares of Vitamins: % Value 2020-2023
  • Table 66 Forecast Sales of Vitamins by Category: Value 2023-2028
  • Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028
DIETARY SUPPLEMENTS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Economy and convenience perceptions pique demand in dietary supplements in 2023
  • Stronger call for beauty-positioned dietary supplements
  • Brand owners continue to diversify their portfolios
PROSPECTS AND OPPORTUNITIES
  • The demand for dietary supplements is expected to continue to rise
  • Rising demand for herbal ingredients to inform offer
  • The competitive landscape is set to fragment
CATEGORY DATA
  • Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
  • Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
  • Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
  • Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
  • Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
  • Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
  • Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028
WEIGHT MANAGEMENT AND WELLBEING IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • The demand for weight management and wellbeing rebounds in 2023 as consumers resume pre-pandemic lifestyles
  • Rising unit prices underpin dynamic retail current value growth
  • Simplicity and natural ingredients are key to attracting consumers
PROSPECTS AND OPPORTUNITIES
  • Product positioning is expected to benefit weight management and wellbeing
  • Retail e-commerce to continue to leverage convenience and pricing advantages and offer a discreet way to buy these products
  • Alternative methods threaten weight management and wellbeing products
CATEGORY DATA
  • Table 75 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
  • Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
  • Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
  • Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
  • Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
  • Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028
SPORTS NUTRITION IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Shift to pure fitness widens the appeal of sports nutrition
  • Increasing competition from packaged food
  • Consumers focus on basic products
PROSPECTS AND OPPORTUNITIES
  • Health kick and convenience to boost the appeal of protein/energy bars
  • Promotions to become frequent
  • Sustainability and product origin to play growing roles in purchasing decisions
CATEGORY DATA
  • Table 81 Sales of Sports Nutrition by Category: Value 2018-2023
  • Table 82 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
  • Table 83 NBO Company Shares of Sports Nutrition: % Value 2019-2023
  • Table 84 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
  • Table 85 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
  • Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028
HERBAL/TRADITIONAL PRODUCTS IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Strong interest in herbal/traditional products in the slipstream of the health and wellness trend
  • More consumers seek value for money amid a tough economic climate
  • New products create interest
PROSPECTS AND OPPORTUNITIES
  • Bright outlook in an increasingly health-orientated environment
  • Consumers look to natural and milder remedies to avoid side effects
  • The competitive landscape is expected to fragment as new players enter the fray
CATEGORY DATA
  • Table 87 Sales of Herbal/Traditional Products by Category: Value 2018-2023
  • Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
  • Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
  • Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
  • Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
  • Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028
PAEDIATRIC CONSUMER HEALTH IN TURKEYKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Robust interest in paediatric consumer health
  • Natural remedies continue to benefit from a safer image
  • Players continue to diversify their portfolios
PROSPECTS AND OPPORTUNITIES
  • Demand for paediatric vitamins and dietary supplements to grow
  • Trend towards natural products to gain momentum in paediatric dermatologicals
  • Players to leverage growing willingness to spend on paediatric consumer health
CATEGORY DATA
  • Table 93 Sales of Paediatric Consumer Health by Category: Value 2018-2023
  • Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
  • Table 95 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
  • Table 96 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
  • Table 97 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
  • Table 98 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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