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Consumer Health in Turkey

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    Report

  • 108 Pages
  • October 2025
  • Region: Turkey
  • Euromonitor International
  • ID: 2557417
Current value sales of consumer health rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target of 24%.

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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

EXECUTIVE SUMMARY
  • Consumer Health in 2025: The big picture
  • Key trends in 2025
  • Competitive landscape
  • Channel developments
  • What next for Consumer Health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
  • Table 2 Life Expectancy at Birth 2020-2025
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2020-2025
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
  • Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
  • Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
  • Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
  • Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
  • Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
  • Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
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
2025 DEVELOPMENTS
  • Robust current value growth for analgesics in 2025 as inflation rate remains high
  • Sanli Ilac Sanayi remains the undisputed leader thanks to diverse portfolio
  • Pharmacies maintains dominance due to high density of outlets across the country
PROSPECTS AND OPPORTUNITIES
  • Analgesics will benefit from self-medication culture over the forecast period
  • Shrinking demography set to hamper growth in paediatric analgesics
  • Rising health awareness of side effects and dependency may lead to increased demand for natural alternatives
CATEGORY DATA
  • Table 12 Sales of Analgesics by Category: Value 2020-2025
  • Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
  • Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
  • Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
  • Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
  • Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Robust current value growth for cough, cold and allergy (hay fever) remedies in 2025
  • Players who focus on traditional and natural healthcare solutions enjoy dynamic growth
  • Pharmacies maintain dominance, but e-commerce continues to gain traction
PROSPECTS AND OPPORTUNITIES
  • Consistent demand predicted for cough, cold and allergy (hay fever) remedies in the years ahead
  • Social media platforms will continue to drive product and brand awareness
  • Health and wellness trend set to continue apace
CATEGORY DATA
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
  • Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
  • Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
  • Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
DIGESTIVE REMEDIES IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Robust current value growth for digestive remedies in 2025
  • Bayer retains its dominance thanks to widespread use of flagship brands
  • Pharmacies leads sales thanks to high penetration levels across Turkey
PROSPECTS AND OPPORTUNITIES
  • Growth predicted for digestive remedies in the coming years
  • Fast-paced lifestyles set to boost consumption of easy-to-use digestive remedies
  • Functional foods may replace traditional digestive remedies in the years ahead
CATEGORY DATA
  • Table 24 Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 25 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
  • Table 26 NBO Company Shares of Digestive Remedies: % Value 2021-2025
  • Table 27 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
  • Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
DERMATOLOGICALS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Substantial increase in current value growth of dermatologicals in 2025
  • Bayer leads in 2025 thanks to strong brand recognition
  • Pharmacies continue to dominate the dermatologicals landscape
PROSPECTS AND OPPORTUNITIES
  • Growth predicted for dermatologicals over the forecast period
  • Innovation will focus on clinically-backed formulations
  • Holistic approach to baby care will lead to growth of nappy (diaper) rash treatments in the coming years
CATEGORY DATA
  • Table 30 Sales of Dermatologicals by Category: Value 2020-2025
  • Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
  • Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
  • Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
  • Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
  • Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
  • Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
NRT SMOKING CESSATION AIDS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Robust growth for NRT smoking cessation aids in 2025
  • GlaxoSmithKline continues its leadership with the well-known Nicotinell brand
  • Pharmacies retains its dominance, but e-commerce slowly gains traction
PROSPECTS AND OPPORTUNITIES
  • Optimistic outlook for NRT smoking cessation aids as increasing numbers of consumers seek to quit smoking
  • Innovation will be required to maintain steady growth
  • Illicit e-cigarettes pose an ongoing threat to NRT smoking cessation aids
CATEGORY INDICATORS
  • Table 37 Number of Smokers by Gender 2020-2025
CATEGORY DATA
  • Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
  • Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
  • Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
  • Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
  • Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
  • Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
SLEEP AIDS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Sleep aids benefits from ongoing socio-economic pressures in 2025
  • Sandoz Ilac ve Tic AS retains its lead thanks to consumer loyalty and widespread distribution
  • Pharmacies remains the dominant channel, but direct selling enjoys dynamic growth
PROSPECTS AND OPPORTUNITIES
  • Sleep aids set to benefit from increased levels of insomnia amongst the local population
  • Natural and herbal OTC sleep aids will continue to perform well in the years ahead
  • Prescription only regulations will limit growth of sleep aids over the forecast period
CATEGORY DATA
  • Table 44 Sales of Sleep Aids: Value 2020-2025
  • Table 45 Sales of Sleep Aids: % Value Growth 2020-2025
  • Table 46 NBO Company Shares of Sleep Aids: % Value 2021-2025
  • Table 47 LBN Brand Shares of Sleep Aids: % Value 2022-2025
  • Table 48 Forecast Sales of Sleep Aids: Value 2025-2030
  • Table 49 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
EYE CARE IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Substantial current value growth for eye care in Turkey in 2025
  • Bausch & Lomb dominates sales of eye care in Turkey with Artelac Advanced and Recugel
  • Pharmacies continues to dominate sales, but e-commerce sees ongoing growth
PROSPECTS AND OPPORTUNITIES
  • Ongoing growth will be driven by demand for products formulated to address eyestrain and dry eyes
  • Sophisticated formulations with added vitamins will gain traction in the years ahead
  • Sales of OTC eye care may be limited by lack of regulatory change
CATEGORY DATA
  • Table 50 Sales of Eye Care by Category: Value 2020-2025
  • Table 51 Sales of Eye Care by Category: % Value Growth 2020-2025
  • Table 52 NBO Company Shares of Eye Care: % Value 2021-2025
  • Table 53 LBN Brand Shares of Eye Care: % Value 2022-2025
  • Table 54 Forecast Sales of Eye Care by Category: Value 2025-2030
  • Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
WOUND CARE IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Robust current value growth for wound care in Turkey in 2025
  • Betasan AS leads thanks to broad product range and prevalence across retail channels and institutions
  • Pharmacies dominates retail distribution landscape for wound care in Turkey
PROSPECTS AND OPPORTUNITIES
  • Growth predicted for wound care in the years ahead
  • Added-value features will shape product innovation over the forecast period
  • Ageing demographic will sustain sales of specialist products
CATEGORY DATA
  • Table 56 Sales of Wound Care by Category: Value 2020-2025
  • Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
  • Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
  • Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
  • Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
  • Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
VITAMINS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Significant current value growth for vitamins reflects persistently high inflation
  • Bayer AG leads with solid reputation, diverse portfolio and widespread distribution
  • Pharmacies dominates the distribution landscape once more
PROSPECTS AND OPPORTUNITIES
  • Fast-paced lifestyles will benefit sales of vitamins over the forecast period
  • Innovative formats and formulations will benefit the category
  • Preventative health initiatives will boost sales in the years ahead
CATEGORY DATA
  • Table 62 Sales of Vitamins by Category: Value 2020-2025
  • Table 63 Sales of Vitamins by Category: % Value Growth 2020-2025
  • Table 64 Sales of Multivitamins by Positioning: % Value 2020-2025
  • Table 65 NBO Company Shares of Vitamins: % Value 2021-2025
  • Table 66 LBN Brand Shares of Vitamins: % Value 2022-2025
  • Table 67 Forecast Sales of Vitamins by Category: Value 2025-2030
  • Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
DIETARY SUPPLEMENTS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Demand fuelled by condition-specific and functional supplements
  • Solgar retains strong lead in dietary supplements
  • Pharmacies remains the leading channel while e-commerce enjoys dynamic growth
PROSPECTS AND OPPORTUNITIES
  • Health awareness and desire for longevity will continue to foster category growth
  • Product innovation will focus on anti-ageing formulas
  • Sustainability, tradition, and innovation drive Turkey’s supplement industry expansion
CATEGORY DATA
  • Table 69 Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 70 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
  • Table 71 Sales of Dietary Supplements by Positioning: % Value 2020-2025
  • Table 72 NBO Company Shares of Dietary Supplements: % Value 2021-2025
  • Table 73 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
  • Table 74 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
  • Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
WEIGHT MANAGEMENT AND WELLBEING IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Wellness trend and innovation drive growth in weight management and wellbeing in 2025
  • Herbalife Nutrition maintains its solid category lead
  • Direct selling remains the leading distribution channel, while e-commerce continues to gain traction
PROSPECTS AND OPPORTUNITIES
  • Body and health awareness will shape weight management and wellbeing landscape in the years ahead
  • Technology, e-commerce and mobile apps will boost consumer interest over the forecast period
  • New product development will take into account the popularity of intermittent fasting and keto diets
CATEGORY DATA
  • Table 76 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
  • Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
  • Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
  • Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
  • Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
SPORTS NUTRITION IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Popularity of fitness culture drives growth in sports nutrition in 2025
  • Alterna Gida leads sales while Migros Ticaret AS enjoys dynamic growth
  • Health and personal care stores leads distribution, while e-commerce gains further traction
PROSPECTS AND OPPORTUNITIES
  • Health and fitness trends will continue to drive demand for sports nutrition in the coming years
  • Product innovation will aim to captialise on demand for convenience
  • Clean label and sustainable brands may benefit from greater awareness of responsible consumption
CATEGORY DATA
  • Table 82 Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 83 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
  • Table 84 NBO Company Shares of Sports Nutrition: % Value 2021-2025
  • Table 85 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
  • Table 86 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
  • Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
HERBAL/TRADITIONAL PRODUCTS IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Demand for herbal/traditional products continues to grow in 2025
  • iHealth Lab Inc leads sales in 2025 with the Sambucol brand
  • Pharmacies dominates category sales while e-commerce continues to gain momentum
PROSPECTS AND OPPORTUNITIES
  • Clinical backing will help support category growth
  • Cross-category expansion likely to accelerate in the coming years
  • Desire to limit unwanted side-effects will benefit the category
CATEGORY DATA
  • Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
  • Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
  • Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
  • Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
  • Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
  • Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
PAEDIATRIC CONSUMER HEALTH IN TURKEYKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Parental confidence and professional endorsement boost paediatric consumer health in 2025
  • Bayer leads paediatric consumer health in Turkey with trusted Bepanthen brand
  • Pharmacies leads paediatric consumer health sales while e-commerce gains further momentum
PROSPECTS AND OPPORTUNITIES
  • Preventive care and child-friendly formats will fuel growth in paediatric consumer health
  • Portfolio diversification and technical advances will support category growth in the coming years
  • Demand for natural ingredients such to rise
CATEGORY DATA
  • Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
  • Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
  • Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
  • Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
  • Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030