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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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