Executive Summary

Oct 2019
PROSPECTS
Consumer lifestyles, environmental factors and health trends underpin demand, topical analgesics/anaesthetics boosted by sporting injuries

The analgesics category as a whole saw continued growth in 2019, with its performance underpinned by trends such as increasingly hectic consumer lifestyles, environmental factors, and the growing propensity of Turkish citizens to engage in sporting activities. The latter resulted in topical analgesics/anaesthetics performing well in 2019.

More modern formats appeal due to greater convenience

The most popular types of topical analgesics/anaesthetic in Turkey are herbal/traditional thermal plasters, traditionally called yaki. Sprays are mainly used by those who engage in sporting activities to heal and repair injured muscles.

Pharmacists’ recommendations influence brand choice, online peer reviews increasingly consulted

Recommendations from health professionals and family and friends have a strong influence on consumers’ purchasing decisions. The majority of Turkish consumers demonstrate a continued preference for brands they have been previously prescribed rather than paying for an additional consultation with a doctor to obtain a further prescription.

COMPETITIVE LANDSCAPE
Bayer maintains lead, but sees share eroded as competitors develop

Bayer Turk Kimya Sanayi Ltd Sti continued to lead analgesics in 2019. Bayer’s Aspirin enjoys a high level of consumer awareness, and is used to relieve a diverse range of symptoms, including headaches.

Turkish consumers prefer herbal products, perceived to be less potentially harmful

In recent years manufacturers of analgesics in Turkey have introduced more products with herbal ingredients, such as menthol. Particularly regarding topical analgesics/anaesthetics, Turkish consumers have a long-standing preferences for herbal products, which they consider more natural, and having fewer potential side-effects.

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Analgesics in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Analgesics industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Analgesics industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Analgesics in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Analgesics in Turkey?
  • What are the major brands in Turkey?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Analgesics in Turkey - Category analysis

HEADLINES

PROSPECTS

Consumer lifestyles, environmental factors and health trends underpin demand, topical analgesics/anaesthetics boosted by sporting injuries
More modern formats appeal due to greater convenience
Pharmacists’ recommendations influence brand choice, online peer reviews increasingly consulted

COMPETITIVE LANDSCAPE

Bayer maintains lead, but sees share eroded as competitors develop
Turkish consumers prefer herbal products, perceived to be less potentially harmful

CATEGORY DATA

Table 1 Sales of Analgesics by Category: Value 2014-2019
Table 2 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Analgesics: % Value 2015-2019
Table 4 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 5 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 6 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

Consumer Health in Turkey - Industry Overview

EXECUTIVE SUMMARY

Economic, environmental and lifestyle factors all contribute to market’s performance
Use of technology and stress influence demand
Consumers increasingly seek out peer reviews online
Chemists/pharmacies lead distribution, sales through grocery stores and online prohibited
Economic recovery and growing number of women in formal employment set to contribute to future demand growth

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources