OTC Healthcare in Turkey
Euromonitor International's OTC Healthcare in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 111 | Publication date: Apr 2009
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Adult mouth care; Allergy care; Analgesics; Calming and sleeping products; Child-specific OTC healthcare; Cough; cold and allergy (hay fever) remedies; Digestive remedies; Ear care; Emergency contraception; Eye care; Medicated skin care; NRT Smoking cessation aids; OTC obesity; OTC statins; OTC triptans; Vitamins and dietary supplements; Wound treatments
Executive summary
State Endeavours to Strengthen Competitive Power of Generics
The OTC healthcare market saw positive growth in current value terms in 2008. However, in constant terms, unit prices fell at the end of the review period. The state's preference in 2008 was towards generic products because of their low unit prices. The Ministry of Health continued to expand the number generic products. The benchmark price system and policy of retrenchment as a part of the government's Health Transformation Project helped save on healthcare expenses in 2008. This led to a strengthening of local companies that produce generics, and also led to the increased competitive power of generic products against original products. This also led to a decrease in the unit prices of the original products.
Legislative Changes Slow Introduction of OTC Healthcare Concept
According to the current Turkish law, all drugs have to be sold with doctor's prescription and only through pharmacies, except vitamins and dietary supplements which are available over the counter. At the same time, no medicinal products can be advertised. However, with the new OTC legislation this will change. Prior to enacting the new OTC legislation, which is on preparation stage by the government, in addition to Rx drugs and OTC products groups, Ministry of Health published a new list of intermediate products on its website on 23 September 2008. According to the list, 708 products are classified "intermediate products", which have price and advertising freedom, meaning that companies can set prices and advertise these products freely. Such offerings include vitamins, nasal sprays, fish oils, adult mouthwashes, pharyngeal preparations and medicated confectionery. This represented a positive step in the transition process to the new OTC stage legislation. Government preferred a slow transition instead of enacting OTC legislation directly.
Novartis Leads, Followed by Sandoz
Novartis remained the leading company in the OTC healthcare market in 2008 due to its strong position in cold, cough and allergy remedies, vitamins and dietary supplements and NRT smoking cessation aids. Novartis's generic producer, Sandoz, held second place. This was due to its investments in 2007 in opening new factories in Pendik, which previously belonged to Ilsan-Hexal. Sandoz also purchased a new factory from Roche in 2007 and its production increased in 2008.
Pharmacies the Dominant Retail Channel
At the end of the review period, by law the majority of pharmaceuticals had to be sold through pharmacies. Only products such as vitamins and dietary supplements and wound treatments could be sold through grocery outlets and healthfood shops. In addition, a minor share of analgesics and cough/cold remedies were sold through the grocery channel. Pharmacies lost only a very small share over the review period – less than half of one percentage point – due to its strong position as a retail channel and due to the pharmaceuticals law that limits sales of OTC products through other channels.
Social Security and General Health Insurance Law Will Lead to Constant Value Decline Over Forecast Period
The new national health insurance law was enacted on 1 October 2008. According to the new law, everybody has to pay their premiums for minimum for 60 days in order to benefit from national health insurance. So, the Social Health Security institutions, namely the SSK (Social Security Institution), Emekli Sandigi (Retirement Fund) and Bag-Kur (Social Security Organisation for Artisans and the Self-employed), beneficiaries will not benefit from general health insurance if they do not pay their premiums. That clearly shows that government implemented this policy in an effort to reduce its health costs. In line with the government's economising policy, only generic products started to be paid by the government due to their lower cost. This is expected to decrease unit prices, due to the state's economising policy, and is predicted to result in a constant value decline over the forecast period.
Table of contents
OTC HEALTHCARE IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
State Endeavours to Strengthen Competitive Power of Generics
Legislative Changes Slow Introduction of OTC Healthcare Concept
Novartis Leads, Followed by Sandoz
Pharmacies the Dominant Retail Channel
Social Security and General Health Insurance Law Will Lead to Constant Value Decline Over Forecast Period
KEY TRENDS AND DEVELOPMENTS
New National Health System Triggers Volume Growth but Constant Unit Prices Decline
Private Health Insurances Have Positive Impact
Original Patent Time Limits Start to Expire, Number of Generics Increases
Increased Number of Pharmacies Could Not Resolve the Distribution Issue Yet
OTC Regulations Likely to Be Enacted by 2010
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2003-2008
Table 2 Life Expectancy at Birth 2003-2008
MARKET DATA
Table 3 Sales of OTC Healthcare by Sector: Value 2003-2008
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2003-2008
Table 5 OTC Healthcare Company Shares by Value 2004-2008
Table 6 OTC Healthcare Brand Shares by Value 2005-2008
Table 7 Sales of OTC Healthcare by Distribution Format: % Analysis 2003-2008
Table 8 Sales of OTC Healthcare by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2008-2013
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2008-2013
APPENDIX
OTC Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-listing or De-reimbursement
Traditional Remedies
Homeopathy
Consumer Expenditure on Health Goods and Medical Services
Self-medication and Preventative Medicine
Generics
Switches
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ABDI IBRAHIM ILAç SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Abdi Ibrahim Ilac Sanayi AS: Key Facts
Summary 3 Abdi Ibrahim Ilac Sanayi AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Abdi Ibrahim Ilac Sanayi AS: Competitive Position 2008
BILIM ILAC SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Bilim Ilac Sanayi ve Ticaret AS: Key Facts
Summary 6 Bilim Ilac Sanayi ve Ticaret AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Bilim Ilac Sanayi ve Ticaret AS: Competitive Position 2008
DEVA HOLDING AS - OTC HEALTHCARE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Deva Holding AS: Key Facts
Summary 9 Deva Holding AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Deva Holding AS: Competitive Position 2008
ECZACIBASI ILAC SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Eczacibasi Ilac Sanayi ve Ticaret AS: Key Facts
Summary 12 Eczacibasi Ilac Sanayi ve Ticaret AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Eczacibasi Ilac Sanayi ve Ticaret AS: Competitive Position 2008
NOBEL ILAC SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Nobel Ilac Sanayi ve Ticaret AS: Key Facts
Summary 15 Nobel Ilac Sanayi ve Ticaret AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Nobel Ilac Sanayi ve Ticaret AS: Competitive Position 2008
ANALGESICS IN TURKEY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Analgesics by Subsector: Value 2003-2008
Table 12 Sales of Analgesics by Subsector: % Value Growth 2003-2008
Table 13 Herbal vs Standard Topical Analgesics 2003-2008
Table 14 Topical Analgesics by Format: % Value Breakdown 2004-2008
Table 15 Analgesics Company Shares by Value 2004-2008
Table 16 Analgesics Brand Shares by Value 2005-2008
Table 17 Forecast Sales of Analgesics by Subsector: Value 2008-2013
Table 18 Forecast Sales of Analgesics by Subsector: % Value Growth 2008-2013
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2003-2008
Table 20 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2003-2008
Table 21 Sales of Decongestants by Type: Value 2003-2008
Table 22 Sales of Decongestants by Type: % Value Growth 2003-2008
Table 23 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2003-2008
Table 24 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2003-2008
Table 25 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2003-2008
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2004-2008
Table 27 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2005-2008
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2008-2013
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2008-2013
DIGESTIVE REMEDIES IN TURKEY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Sales of Digestive Remedies by Subsector: Value 2003-2008
Table 31 Sales of Digestive Remedies by Subsector: % Value Growth 2003-2008
Table 32 Herbal vs Standard Digestive Remedies 2003-2008
Table 33 Digestive Remedies Company Shares by Value 2004-2008
Table 34 Digestive Remedies Brand Shares by Value 2005-2008
Table 35 Forecast Sales of Digestive Remedies by Subsector: Value 2008-2013
Table 36 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2008-2013
MEDICATED SKIN CARE IN TURKEY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Medicated Skin Care by Subsector: Value 2003-2008
Table 38 Sales of Medicated Skin Care by Subsector: % Value Growth 2003-2008
Table 39 Herbal vs Standard Medicated Skin Care 2003-2008
Table 40 Acne Treatments by Format: % Value Breakdown 2004-2008
Table 41 Medicated Skin Care Company Shares by Value 2004-2008
Table 42 Medicated Skin Care Brand Shares by Value 2005-2008
Table 43 Acne Treatments Brand Shares by Value 2005-2008
Table 44 Forecast Sales of Medicated Skin Care by Subsector: Value 2008-2013
Table 45 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN TURKEY
HEADLINES
TRENDS
Vitamins
Dietary Supplements
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Summary 17 Dietary Supplements: Brand Ranking by Positioning 2008
Table 46 Sales of Vitamins and Dietary Supplements by Subsector: Value 2003-2008
Table 47 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2003-2008
Table 48 Folic Acid v Other B Vitamins 2004-2008
Table 49 Dietary Supplements by Positioning 2006-2008
Table 50 Vitamins and Dietary Supplements Company Shares by Value 2004-2008
Table 51 Vitamins and Dietary Supplements Brand Shares by Value 2005-2008
Table 52 Vitamins Brand Shares by Value 2005-2008
Table 53 Dietary Supplements Brand Shares by Value 2005-2008
Table 54 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2008-2013
Table 55 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2008-2013
NRT SMOKING CESSATION AIDS IN TURKEY
HEADLINES
TRENDS
SWITCHES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 56 Number of Smokers by Gender 2003-2008
SECTOR DATA
Table 57 Sales of Smoking Cessation Aids by Subsector: Value 2003-2008
Table 58 Sales of Smoking Cessation Aids by Subsector: % Value Growth 2003-2008
Table 59 NRT Gum Flavours: % Value Breakdown 2006-2008
Table 60 Smoking Cessation Aids Company Shares by Value 2004-2008
Table 61 Smoking Cessation Aids Brand Shares by Value 2005-2008
Table 62 Forecast Sales of Smoking Cessation Aids by Subsector: Value 2008-2013
Table 63 Forecast Sales of Smoking Cessation Aids by Subsector: % Value Growth 2008-2013
EYE CARE IN TURKEY
TRENDS
SECTOR DATA
Table 64 Sales of Eye Care by Subsector: Value 2003-2008
Table 65 Sales of Eye Care by Subsector: % Value Growth 2003-2008
Table 66 Standard Eye Care by Type: % Value Breakdown 2007-2008
Table 67 Eye Care Company Shares by Value 2004-2008
Table 68 Eye Care Brand Shares by Value 2005-2008
Table 69 Forecast Sales of Eye Care by Subsector: Value 2008-2013
Table 70 Forecast Sales of Eye Care by Subsector: % Value Growth 2008-2013
EAR CARE IN TURKEY
TRENDS
SECTOR DATA
Table 71 Sales of Ear Care: Value 2003-2008
Table 72 Sales of Ear Care: % Value Growth 2003-2008
Table 73 Ear Care Company Shares by Value 2004-2008
Table 74 Ear Care Brand Shares by Value 2005-2008
Table 75 Forecast Sales of Ear Care: Value 2008-2013
Table 76 Forecast Sales of Ear Care: % Value Growth 2008-2013
ADULT MOUTH CARE IN TURKEY
TRENDS
SECTOR DATA
Table 77 Sales of Adult Mouth Care: Value 2003-2008
Table 78 Sales of Adult Mouth Care: % Value Growth 2003-2008
Table 79 Adult Mouth Care Company Shares by Value 2004-2008
Table 80 Adult Mouth Care Brand Shares by Value 2005-2008
Table 81 Forecast Sales of Adult Mouth Care: Value 2008-2013
Table 82 Forecast Sales of Adult Mouth Care: % Value Growth 2008-2013
CALMING AND SLEEPING PRODUCTS IN TURKEY
TRENDS
SECTOR DATA
Table 83 Sales of Calming and Sleeping Products: Value 2003-2008
Table 84 Sales of Calming and Sleeping Products: % Value Growth 2003-2008
Table 85 Calming and Sleeping Products Company Shares by Value 2004-2008
Table 86 Calming and Sleeping Products Brand Shares by Value 2005-2008
Table 87 Forecast Sales of Calming and Sleeping Products: Value 2008-2013
Table 88 Forecast Sales of Calming and Sleeping Products: % Value Growth 2008-2013
WOUND TREATMENTS IN TURKEY
TRENDS
SECTOR DATA
Table 89 Sales of Wound Treatments by Subsector: Value 2003-2008
Table 90 Sales of Wound Treatments by Subsector: % Value Growth 2003-2008
Table 91 Wound Treatments Company Shares by Value 2004-2008
Table 92 Wound Treatments Brand Shares by Value 2005-2008
Table 93 Forecast Sales of Wound Treatments by Subsector: Value 2008-2013
Table 94 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2008-2013
OTC OBESITY IN TURKEY
TRENDS
EMERGENCY CONTRACEPTION IN TURKEY
TRENDS