+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

PRINTER FRIENDLY

Consumer Health in Turkey

  • ID: 2557417
  • Report
  • November 2020
  • Region: Turkey
  • 111 pages
  • Euromonitor International
The fast-spreading COVID-19 virus has dampened economic prospects for 2020. Consumer confidence has been directly hit in Q2 as a result of the first case of COVID-19 being seen at the end of Q1 (11 March), leading to consumers increasingly opting for cheaper Consumer Health brands and generics.

The publisher's 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 2015-2019, allowing you to identify the sectors driving growth. Forecasts to 2024 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.
Note: Product cover images may vary from those shown
EXECUTIVE SUMMARY
  • COVID-19 impact on consumer health
  • COVID-19 country impact
  • Smaller players gaining ground on leaders as price-competitiveness increases
  • Regulations prevent stronger retailing shift to e-commerce in 2020
  • What next for consumer health?
MARKET INDICATORS
  • Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
  • Table 2 Life Expectancy at Birth 2015-2020
MARKET DATA
  • Table 3 Sales of Consumer Health by Category: Value 2015-2020
  • Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
  • Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
  • Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
  • Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
  • Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
  • Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
APPENDIX
  • OTC registration and classification
  • Vitamins and dietary supplements registration and classification
  • Self-medication/self-care and preventive medicine
  • Switches
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Aspirin sales improving as consumers look to remedy COVID-19 symptoms
  • Social distancing disrupts rising sports activity and thus hinders painkiller sales
  • Bayer strengthens its share during pandemic headwinds
RECOVERY AND OPPORTUNITIES
  • Sporting trend and modern urban life to lead demand for analgesics
  • Health professionals key to sales
  • Topical analgesics/anaesthetics to receive more innovation
CATEGORY DATA
  • Table 11 Sales of Analgesics by Category: Value 2015-2020
  • Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
  • Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
  • Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
  • Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Many consumers treat their COVID-19 symptoms with the products
  • Pandemic adds to already rapidly growing demand
  • Brand breadth and strength keep Abdi Ibrahim at the top
RECOVERY AND OPPORTUNITIES
  • Nasal sprays to help keep sales invigorated
  • Allergies and snoring problems are on the rise
  • Local representation to strengthen within the category but challenges persist
CATEGORY DATA
  • Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
  • Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
  • Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
  • Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
  • Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Demand for digestive remedies remains strong as COVID-19 fears take their toll
  • Lifestyle trends and religious periods promote demand for digestive remedies
  • Bayer dominates sales
RECOVERY AND OPPORTUNITIES
  • Return to regular working and living patterns will normalise category demand
  • Paediatric products to strengthen their position
  • Value growth will be limited by prescription and packaged food sales
CATEGORY DATA
  • Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
  • Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
  • Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
  • Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
  • Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
  • Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Stress from lockdown gives rise to skin conditions, promoting product demand
  • Child-related dermatologicals are seeing greater sales
  • Smaller players gaining ground in fragmented competitive landscape
RECOVERY AND OPPORTUNITIES
  • Post-2020 demand to remain robust for dermatologicals
  • Online marketing attracting new consumers to paediatric dermatologicals
  • More innovative and user-friendly products expected
CATEGORY DATA
  • Table 29 Sales of Dermatologicals by Category: Value 2015-2020
  • Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
  • Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
  • Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
  • Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
  • Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
  • Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • More smokers look to kick their habit into touch because of COVID-19
  • Consumers stick to gum
  • Nicorette is gaining ground with its stronger nicotine content
RECOVERY AND OPPORTUNITIES
  • Economic contraction to add to category’s strong potential
  • Sales growth to again be tempered by Rx channel and e-cigarettes
  • No sign of local players emerging
CATEGORY INDICATORS
  • Table 36 Number of Smokers by Gender 2015-2020
CATEGORY DATA
  • Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
  • Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
  • Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
  • Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
  • Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
  • Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • More Turks losing sleep since the pandemic began
  • Poor lifestyle habits and general rise in stress levels support sales growth
  • Sandoz maintains its lead with a more natural positioning
RECOVERY AND OPPORTUNITIES
  • Sleep aids to remain relevant as uncertainty lingers over COVID-19
  • Online exposure to sleep aids now more important as store footfall reduces
  • Positive lifestyle changes and static NPD to limit category’s potential
CATEGORY DATA
  • Table 43 Sales of Sleep Aids: Value 2015-2020
  • Table 44 Sales of Sleep Aids: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Sleep Aids: % Value 2016-2020
  • Table 46 LBN Brand Shares of Sleep Aids: % Value 2017-2020
  • Table 47 Forecast Sales of Sleep Aids: Value 2020-2025
  • Table 48 Forecast Sales of Sleep Aids: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Consumers glued to their screens even more during lockdown
  • Convenience increasingly valued in product usage
  • Clear lead for Bausch & Lomb
RECOVERY AND OPPORTUNITIES
  • A more moderate outlook beckons for eye care post-2020
  • Eye health supplements to challenge sales as health-awareness grows
  • Optone eye mask offers convenient alternative
CATEGORY DATA
  • Table 49 Sales of Eye Care by Category: Value 2015-2020
  • Table 50 Sales of Eye Care by Category: % Value Growth 2015-2020
  • Table 51 NBO Company Shares of Eye Care: % Value 2016-2020
  • Table 52 LBN Brand Shares of Eye Care: % Value 2017-2020
  • Table 53 Forecast Sales of Eye Care by Category: Value 2020-2025
  • Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Good sales momentum halted by pandemic, which limits scope for injuries
  • Rich product variety, including premium offerings, characterise sticking plasters/adhesive bandages
  • Betasan has wound care well covered, while 3M supports government with supplies
RECOVERY AND OPPORTUNITIES
  • Wound care to return to healthy growth in 2021
  • Smart solutions could pose competition
  • Innovations will keep value sales growth high
CATEGORY DATA
  • Table 55 Sales of Wound Care by Category: Value 2015-2020
  • Table 56 Sales of Wound Care by Category: % Value Growth 2015-2020
  • Table 57 NBO Company Shares of Wound Care: % Value 2016-2020
  • Table 58 LBN Brand Shares of Wound Care: % Value 2017-2020
  • Table 59 Forecast Sales of Wound Care by Category: Value 2020-2025
  • Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Consumers invest in their immune system and general health amid virus threat
  • Segmentation deepening as health-awareness increases
  • Cheaper competition make gains while NPD becomes more user-specific
RECOVERY AND OPPORTUNITIES
  • COVID-19 to leave long-lasting impression on health-awareness and keep vitamins in demand
  • Public health campaigns to benefit vitamins sales further
  • Preventive approach encouraged by the media and doctors
CATEGORY DATA
  • Table 61 Sales of Vitamins by Category: Value 2015-2020
  • Table 62 Sales of Vitamins by Category: % Value Growth 2015-2020
  • Table 63 Sales of Multivitamins by Positioning: % Value 2015-2020
  • Table 64 NBO Company Shares of Vitamins: % Value 2016-2020
  • Table 65 LBN Brand Shares of Vitamins: % Value 2017-2020
  • Table 66 Forecast Sales of Vitamins by Category: Value 2020-2025
  • Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Turks focus on building up their immunity to COVID-19
  • Consumers invest in joint and skin health through collagen supplements
  • Solgar maintains commanding lead in sales
RECOVERY AND OPPORTUNITIES
  • Dietary supplements to normalise from 2021, though immunity-supporting products will remain much sought-after
  • More public health messages to benefit sales of dietary supplements
  • Paediatric products to continue making gains
CATEGORY DATA
  • Table 68 Sales of Dietary Supplements by Category: Value 2015-2020
  • Table 69 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
  • Table 70 Sales of Dietary Supplements by Positioning: % Value 2015-2020
  • Table 71 NBO Company Shares of Dietary Supplements: % Value 2016-2020
  • Table 72 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
  • Table 73 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
  • Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Category declines as consumers focus on essentials during pandemic
  • Meal replacement struggles as more Turks opt for alternative routes to weight loss
  • Herbalife weighs in with the biggest share
RECOVERY AND OPPORTUNITIES
  • Bright outlook from 2021
  • Fall in purchasing power could strengthen position of smaller companies
  • Growth will be limited by numerous competing products and lifestyle changes
CATEGORY DATA
  • Table 75 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
  • Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
  • Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
  • Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
  • Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
  • Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Gym closures hamper sales significantly in 2020
  • Sports protein products attract more Turks
  • Glanbia Besin and local company Hardline Kavi head sales
RECOVERY AND OPPORTUNITIES
  • Protein/energy bars to lead strong volume growth over forecast period
  • Online influence set to strengthen further
  • Healthy novelties can help expand sports nutrition’s appeal
CATEGORY DATA
  • Table 81 Sales of Sports Nutrition by Category: Value 2015-2020
  • Table 82 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
  • Table 83 NBO Company Shares of Sports Nutrition: % Value 2016-2020
  • Table 84 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
  • Table 85 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
  • Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Strong growth recorded following COVID-19 outbreak as consumers focus on strengthening their immune system
  • Tradition and natural supply underpin category performance
  • Sambucol and Umca brands lead fragmented category
RECOVERY AND OPPORTUNITIES
  • Healthy outlook for sales as pandemic underlines self-care importance to consumers
  • Some trading down possible in the short term
  • The natural trend will strengthen, cementing the herbal/traditional positioning further
CATEGORY DATA
  • Table 87 Sales of Herbal/Traditional Products by Category: Value 2015-2020
  • Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
  • Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
  • Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
  • Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
  • Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Parents look to keep children safe from COVID-19 with vitamins and dietary supplements
  • Natural remedies play key role
  • Category is active in NPD, with immune system at the forefront
RECOVERY AND OPPORTUNITIES
  • Drive towards prevention accelerated by pandemic
  • Online shopping for paediatric consumer health now more mainstream
  • Competing on price may yield results during downturn
CATEGORY DATA
  • Table 93 Sales of Paediatric Consumer Health by Category: Value 2015-2020
  • Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
  • Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
  • Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
  • Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
  • Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
  • Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
Adroll
adroll