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.
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.
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.
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.
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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