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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 86 | Publication date: Mar 2007
Why buy this report
- 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 mouthcare; 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; Vitamins and dietary supplements; Wound treatments
Executive summary
OTC Status continue to be deregulated in Turkey
The OTC healthcare market is incomplete in Turkey as there is still no OTC regulation in place. A vast majority of the drugs are registered as drugs to be sold by prescription. In reality, the rate of sales of drugs that are bought without prescription is high in Turkish pharmacies as almost all drugs other than narcotic/anaesthetic drugs and psychotropic substances can be bought without a prescription. Pharmacy chains are absent in Turkey, but it is likely that they will enter the country over the forecast period as the consolidation of sales channels is among the cost containment measures for IMF’s Hospital and Pharmacy Reform.
Increased harmonisation of pharmaceutical regulations to comply with European standards
On December 2005, the European Council formally started the EU accession negotiations with Turkey and as a result 2004 and 2005 were active years for Turkey in terms of harmonising regulations with current European standards. The Ministry of Health’s European Union Coordination Department announced the “Regulation on the Advertising of Pharmaceutical Products” in December 2003. The “Regulation on Licensing of Pharmaceutical Products” and the “Regulation on Classification of Pharmaceutical Products” which were published and came into force in 2005. Although the regulations are place, there is still room for improvement in terms of efficient application.
Prices of pharmaceuticals continued to decrease in 2005
In response to the rising cost of public health, the government took measures to reduce expenditure on medicine in the review period. First, the VAT of most drugs was decreased to 8% from 18%. Then in 2004, the regulations governing the pricing of pharmaceuticals were changed completely. In the new system, the lowest two prices from the five chosen EU countries’ (Greece, Portugal, Spain, France and Italy) pharmaceutical prices are taken as the reference price. With this new system the drug prices became sensitive to changes in euro rates and as the euro depreciated against the YTL in 2005, prices of pharmaceuticals decreased further current value growth 2005.
Vitamins and dietary supplements most dynamic
Vitamins and dietary supplements grew by 315% in current value terms over the review period with a CAGR of 33%. Sales were worth more than YTL221 million in 2005, which represented an increase of 11% on 2004. Vitamins and dietary supplements made up 11% value share of the OTC healthcare market in 2005. The companies that exclusively sold vitamins and dietary supplement also grew significantly in 2005; GNC increased its number of shops to 30 (28 exclusive shops and 2 pharmacies), Solgar increased its product number to over 80, with 19 new additions to its range and LifeTime increased its product number to 70 with 20 new additions.
Flu scares and increased emphasis on healthy lifestyles fuelled the sales of vitamins and dietary supplements
Turkey had several cases of bird flu in autumn/winter 2005 and the panic and the recommendations on keeping the immune system strong for the winter added to the increased sales in vitamins and minerals. Tamiflu by Roche, the only flu remedy believed to have any protection against bird flu, sold out at the beginning of winter and there was great emphasis on keeping the immune system strong by consuming dietary supplements on a regular basis as a preventative measure. In addition, many daily newspapers had columns on health & wellness whereas many television stations had nutritionists and health practitioners on their regular programmes promoting healthy lifestyles. With such mass media tools like the daily newspapers and national television, the awareness for such products increased enormously and almost became mainstream.
OTC healthcare market will be stagnant over the forecast period
Euromonitor International forecasts that the OTC healthcare market will be stagnant in growth terms over the forecast period with virtually the same level of value sales in 2010 as there was in 2005. OTC sales will increase in line with the increase in disposable incomes, increased population, and the restructuring of the social security system for better reimbursement. In addition, the increased popularity of private health insurance will stimulate OTC sales as private health insurance offer discounts on medicines.
Vitamins and dietary supplements will be the most dynamic sector with 12% constant value growth over the forecast period. The sales of VDS will be fuelled by the increased disposable incomes and greater awareness of the benefits of a healthier life along with the importance of dietary supplements.
Table of contents
OTC HEALTHCARE IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
OPERATING ENVIRONMENT
OTC Registration and Classification
Vitamins & Dietary Supplements Registration and Classification
Advertising
Packaging and Labelling
Distribution
De-listing or De-reimbursement
Traditional Remedies
Homeopathy
Generics
Consumer Expenditure on Health Goods and Medical Services
Table 1 Consumer Expenditure on Health Goods and Medical Services 2000-2005
Life Expectancy
Table 2 Life Expectancy at Birth 2000-2005
OTC HEALTHCARE SALES
Market Performance
Table 3 Sales of OTC Healthcare by Sector: Value 2000-2005
Table 4 Sales of OTC Healthcare by Sector: % Value Growth 2000-2005
Switches
Competitive Environment
Table 5 OTC Healthcare Company Shares by Retail Value 2001-2005
Table 6 OTC Healthcare Brand Shares by Retail Value 2002-2005
Retail Distribution
Table 7 Sales of OTC Healthcare by Distribution Format:% Analysis 2000/2005
Table 8 Sales of OTC Healthcare by Sector and Distribution Format:% Analysis 2005
Retailer Activity and Private Label Trends
Forecast Market Performance
Table 9 Forecast Sales of OTC Healthcare by Sector: Value 2005-2010
Table 10 Forecast Sales of OTC Healthcare by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - TURKEY
ABDI IBRAHIM ILAç SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
COMPANY BACKGROUND
Summary 1 Abdi Ibrahim Ilac Sanayi AS: Operational Indicators 2004
BILIM ILAC SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
COMPANY BACKGROUND
Summary 2 Bilim Ilac Sanayi ve Ticaret AS: Operational Indicators 2004
ILSAN ILAC AS - OTC HEALTHCARE - TURKEY
COMPANY BACKGROUND
Summary 3 Ilsan Ilac AS: Operational Indicators 2004
NOBEL ILAC SANAYI VE TICARET AS - OTC HEALTHCARE - TURKEY
COMPANY BACKGROUND
Summary 4 Nobel Ilaç Sanayi ve Ticaret AS: Operational Indicators 2004
ANALGESICS IN TURKEY
SECTOR PERFORMANCE
Analgesics leads the overall OTC healthcare market
Growth continues in 2005 despite price decreases
Acetaminophen is the largest analgesic subsector, followed by naproxen
Child-specific acetaminophen most dynamic in 2005
Top companies maintain positions
Adult analgesics
Child-specific analgesics
Topical analgesics
Forecast performance
Child-specific analgesics to continue increasing in importance
Table 11 Sales of Analgesics by Subsector: Value 2000-2005
Table 12 Sales of Analgesics by Subsector: % Value Growth 2000-2005
Table 13 Analgesics Company Shares by Retail Value 2001-2005
Table 14 Analgesics Brand Shares by Retail Value 2002-2005
Summary 5 Analgesics: New Product Launches 2004-2005
Table 15 Forecast Sales of Analgesics by Subsector: Value 2005-2010
Table 16 Forecast Sales of Analgesics by Subsector: % Value Growth 2005-2010
TOPICAL ANALGESICS BY HERBAL/STANDARD SPLIT
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
SECTOR PERFORMANCE
2005 headlines
Cough, cold and allergy (hay fever) remedies second largest sector in OTC healthcare market
Combination products continues to dominate cough, cold and allergy remedies
Decongestants very dynamic with nasal decongestants leading
Child-specific cough, cold and allergy (hay fever) remedies offer high growth potential
Nobel Ilaç remains leader in 2005
Forecast performance
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2000-2005
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2000-2005
Table 19 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Retail Value 2001-2005
Table 20 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Retail Value 2002-2005
Summary 6 Cough, Cold and Allergy (Hay Fever) Remedies: New Product Launches 2004-2005
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: Value 2005-2010
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Subsector: % Value Growth 2005-2010
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES BY HERBAL/STANDARD SPLIT
Table 23 Herbal vs Standard Cough, Cold and Allergy (Hay Fever) Remedies 2000/2005
DECONGESTANTS PERFORMANCE
Table 24 Sales of Decongestants by Type: Value 2000-2005
Table 25 Sales of Decongestants by Type: % Value Growth 2000-2005
CHILD-SPECIFIC COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES PERFORMANCE
Table 26 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: Value 2000-2005
Table 27 Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Type: % Value Growth 2000-2005
DIGESTIVE REMEDIES IN TURKEY
SECTOR PERFORMANCE
Growth slows in 2005 due to decrease in prices
Antiflatulent remedies was the most dynamic in 2005
Indigestion and heartburn remedies account for highest value share
Sanovel Ilaç the leader in 2005
Most adult digestive remedies are also used for children
Forecast performance
Table 28 Sales of Digestive Remedies by Subsector: Value 2000-2005
Table 29 Sales of Digestive Remedies by Subsector: % Value Growth 2000-2005
Table 30 Digestive Remedies Company Shares by Retail Value 2001-2005
Table 31 Digestive Remedies Brand Shares by Retail Value 2002-2005
Summary 7 Digestive Remedies: New Product Launches 2004-2005
Table 32 Forecast Sales of Digestive Remedies by Subsector: Value 2005-2010
Table 33 Forecast Sales of Digestive Remedies by Subsector: % Value Growth 2005-2010
DIGESTIVE REMEDIES BY HERBAL/STANDARD SPLIT
Table 34 Herbal vs Standard Digestive Remedies 2000/2005
OTHER INDIGESTION AND HEARTBURN REMEDIES PERFORMANCE
Table 35 Sales of Other Indigestion and Heartburn Remedies by Type: Value 2000-2005
Table 36 Sales of Other Indigestion and Heartburn Remedies by Type: % Value Growth 2000-2005
MEDICATED SKIN CARE IN TURKEY
SECTOR PERFORMANCE
2005 headlines
Growth continues in medicated skin care in 2005
Child-specific medicated skin care most dynamic
Topical allergy remedies/antihistamines also perform strongly
Topical antifungals lead the sector with the highest growth during the review period
Flucan by Pfizer leads medicated skin care
Forecast performance
Table 37 Sales of Medicated Skin Care by Subsector: Value 2000-2005
Table 38 Sales of Medicated Skin Care by Subsector: % Value Growth 2000-2005
Table 39 Medicated Skin Care Company Shares by Retail Value 2001-2005
Table 40 Medicated Skin Care Brand Shares by Retail Value 2002-2005
Summary 8 Medicated Skin Care: New Product Launches 2004-2005
Table 41 Forecast Sales of Medicated Skin Care by Subsector: Value 2005-2010
Table 42 Forecast Sales of Medicated Skin Care by Subsector: % Value Growth 2005-2010
MEDICATED SKIN CARE BY HERBAL/STANDARD SPLIT
ACNE TREATMENTS BRAND SHARES
Table 43 Acne Treatments Brand Shares by Retail Value 2002-2005
HAIR LOSS TREATMENTS BRAND SHARES
VITAMINS AND DIETARY SUPPLEMENTS IN TURKEY
SECTOR PERFORMANCE
2005 headlines
Vitamins and dietary supplements is the most active sector in the OTC healthcare market
Child-specific vitamins and dietary supplements grows fastest in 2005
Dietary supplements grow more dynamically than vitamins
Vitamins dominate vitamins and dietary supplements sales
Roche leads sales
Forecast performance
Table 44 Sales of Vitamins and Dietary Supplements by Subsector: Value 2000-2005
Table 45 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2000-2005
Table 46 Vitamins and Dietary Supplements Company Shares by Retail Value 2001-2005
Table 47 Vitamins and Dietary Supplements Brand Shares by Retail Value 2002-2005
Summary 9 Vitamins and Dietary Supplements: New Product Launches 2004-2005
Table 48 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2005-2010
Table 49 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2005-2010
VITAMINS PERFORMANCE
20% of the Turkish population used vitamins in 2005
Vitamins grew by 10% in 2005 with child-specific vitamins and dietary supplements being the most dynamic
Single vitamins consumed to prevent general sickness
Two Roche brands lead in multivitamins
Bemiks Drj ranked the first in single vitamins
Table 50 Sales of Vitamins by Type: Value 2000-2005
Table 51 Sales of Vitamins by Type: % Value Growth 2000-2005
Table 52 Vitamins Brand Shares by Retail Value 2002-2005
DIETARY SUPPLEMENTS PERFORMANCE
High growth in 2005
Ginkgo biloba most dynamic in 2005
Vitamin shops as distribution channels other than pharmacies
Table 53 Sales of Dietary Supplements by Type: Value 2000-2005
Table 54 Sales of Dietary Supplements by Type: % Value Growth 2000-2005
Table 55 Dietary Supplements Brand Shares by Retail Value 2002-2005
Table 56 Dietary Supplements by Positioning:% Retail Value Analysis 2005
NRT SMOKING CESSATION AIDS IN TURKEY
NUMBER OF SMOKERS
Table 57 Number of Smokers by Gender 2000-2005
SECTOR PERFORMANCE
2005 headlines
Growth continues in 2005
Number of smokers increases
Forecast performance
Table 58 Sales of NRT Smoking Cessation Aids by Subsector: Value 2000-2005
Table 59 Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2000-2005
Table 60 NRT Smoking Cessation Aids Company Shares by Retail Value 2001-2005
Table 61 NRT Smoking Cessation Aids Brand Shares by Retail Value 2002-2005
Table 62 Forecast Sales of NRT Smoking Cessation Aids by Subsector: Value 2005-2010
Table 63 Forecast Sales of NRT Smoking Cessation Aids by Subsector: % Value Growth 2005-2010
EYE CARE IN TURKEY
SECTOR PERFORMANCE
2005 headlines
Growth continues in 2005
Standard eye care makes up 82% of the sales
Increasing eye care consciousness
Alcon Laboratories continues to lead in 2005
Gentagut by Bilim Ilaç ranked first in 2005
Forecast performance
Table 64 Sales of Eye Care by Subsector: Value 2000-2005
Table 65 Sales of Eye Care by Subsector: % Value Growth 2000-2005
Table 66 Eye Care Company Shares by Retail Value 2001-2005
Table 67 Eye Care Brand Shares by Retail Value 2002-2005
Summary 10 Eye Care: New Product Launches 2004-2005
Table 68 Forecast Sales of Eye Care by Subsector: Value 2005-2010
Table 69 Forecast Sales of Eye Care by Subsector: % Value Growth 2005-2010
EAR CARE IN TURKEY
Ear care
Adult mouthcare
Calming and sleeping products
Emergency contraception and obesity
EAR CARE IN TURKEY
SECTOR PERFORMANCE
ADULT MOUTHCARE IN TURKEY
SECTOR PERFORMANCE
CALMING AND SLEEPING PRODUCTS IN TURKEY
SECTOR PERFORMANCE
WOUND TREATMENTS IN TURKEY
SECTOR PERFORMANCE
2005 headlines
Stable growth in wound treatments
Various distribution channels
Sticking plasters account for highest proportion of wound treatment sales
Domestic companies control wound treatments but multinationals a threat
Forecast performance
Table 70 Sales of Wound Treatments by Subsector: Value 2000-2005
Table 71 Sales of Wound Treatments by Subsector: % Value Growth 2000-2005
Table 72 Wound Treatments Company Shares by Retail Value 2001-2005
Table 73 Wound Treatments Brand Shares by Retail Value 2002-2005
Summary 11 Wound Treatments: New Product Launches 2004-2005
Table 74 Forecast Sales of Wound Treatments by Subsector: Value 2005-2010
Table 75 Forecast Sales of Wound Treatments by Subsector: % Value Growth 2005-2010
EMERGENCY CONTRACEPTION IN TURKEY
SECTOR PERFORMANCE