Consumer Health in Turkey

Consumer Health in Turkey

EXECUTIVE SUMMARY

COVID-19 impact on consumer health

COVID-19 country impact

Smaller players gaining ground on leaders as price-competitiveness increases

Regulations prevent stronger retailing shift to e-commerce in 2020

What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020
Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Turkey

KEY DATA FINDINGS

2020 IMPACT

Aspirin sales improving as consumers look to remedy COVID-19 symptoms

Social distancing disrupts rising sports activity and thus hinders painkiller sales

Bayer strengthens its share during pandemic headwinds

RECOVERY AND OPPORTUNITIES

Sporting trend and modern urban life to lead demand for analgesics

Health professionals key to sales

Topical analgesics/anaesthetics to receive more innovation

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2015-2020
Table 12 Sales of Analgesics by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Analgesics: % Value 2016-2020
Table 14 LBN Brand Shares of Analgesics: % Value 2017-2020
Table 15 Forecast Sales of Analgesics by Category: Value 2020-2025
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Turkey

KEY DATA FINDINGS

2020 IMPACT

Many consumers treat their COVID-19 symptoms with the products

Pandemic adds to already rapidly growing demand

Brand breadth and strength keep Abdi Ibrahim at the top

RECOVERY AND OPPORTUNITIES

Nasal sprays to help keep sales invigorated

Allergies and snoring problems are on the rise

Local representation to strengthen within the category but challenges persist

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Turkey

KEY DATA FINDINGS

2020 IMPACT

Demand for digestive remedies remains strong as COVID-19 fears take their toll

Lifestyle trends and religious periods promote demand for digestive remedies

Bayer dominates sales

RECOVERY AND OPPORTUNITIES

Return to regular working and living patterns will normalise category demand

Paediatric products to strengthen their position

Value growth will be limited by prescription and packaged food sales

CATEGORY DATA

Table 23 Sales of Digestive Remedies by Category: Value 2015-2020
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2015-2020
Table 25 NBO Company Shares of Digestive Remedies: % Value 2016-2020
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2017-2020
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2020-2025
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Turkey

KEY DATA FINDINGS

2020 IMPACT

Stress from lockdown gives rise to skin conditions, promoting product demand

Child-related dermatologicals are seeing greater sales

Smaller players gaining ground in fragmented competitive landscape

RECOVERY AND OPPORTUNITIES

Post-2020 demand to remain robust for dermatologicals

Online marketing attracting new consumers to paediatric dermatologicals

More innovative and user-friendly products expected

CATEGORY DATA

Table 29 Sales of Dermatologicals by Category: Value 2015-2020
Table 30 Sales of Dermatologicals by Category: % Value Growth 2015-2020
Table 31 NBO Company Shares of Dermatologicals: % Value 2016-2020
Table 32 LBN Brand Shares of Dermatologicals: % Value 2017-2020
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020
Table 34 Forecast Sales of Dermatologicals by Category: Value 2020-2025
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Turkey

KEY DATA FINDINGS

2020 IMPACT

More smokers look to kick their habit into touch because of COVID-19

Consumers stick to gum

Nicorette is gaining ground with its stronger nicotine content

RECOVERY AND OPPORTUNITIES

Economic contraction to add to category’s strong potential

Sales growth to again be tempered by Rx channel and e-cigarettes

No sign of local players emerging

CATEGORY INDICATORS

Table 36 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Turkey

KEY DATA FINDINGS

2020 IMPACT

More Turks losing sleep since the pandemic began

Poor lifestyle habits and general rise in stress levels support sales growth

Sandoz maintains its lead with a more natural positioning

RECOVERY AND OPPORTUNITIES

Sleep aids to remain relevant as uncertainty lingers over COVID-19

Online exposure to sleep aids now more important as store footfall reduces

Positive lifestyle changes and static NPD to limit category’s potential

CATEGORY DATA

Table 43 Sales of Sleep Aids: Value 2015-2020
Table 44 Sales of Sleep Aids: % Value Growth 2015-2020
Table 45 NBO Company Shares of Sleep Aids: % Value 2016-2020
Table 46 LBN Brand Shares of Sleep Aids: % Value 2017-2020
Table 47 Forecast Sales of Sleep Aids: Value 2020-2025
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Consumers glued to their screens even more during lockdown

Convenience increasingly valued in product usage

Clear lead for Bausch & Lomb

RECOVERY AND OPPORTUNITIES

A more moderate outlook beckons for eye care post-2020

Eye health supplements to challenge sales as health-awareness grows

Optone eye mask offers convenient alternative

CATEGORY DATA

Table 49 Sales of Eye Care by Category: Value 2015-2020
Table 50 Sales of Eye Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Eye Care: % Value 2016-2020
Table 52 LBN Brand Shares of Eye Care: % Value 2017-2020
Table 53 Forecast Sales of Eye Care by Category: Value 2020-2025
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Good sales momentum halted by pandemic, which limits scope for injuries

Rich product variety, including premium offerings, characterise sticking plasters/adhesive bandages

Betasan has wound care well covered, while 3M supports government with supplies

RECOVERY AND OPPORTUNITIES

Wound care to return to healthy growth in 2021

Smart solutions could pose competition

Innovations will keep value sales growth high

CATEGORY DATA

Table 55 Sales of Wound Care by Category: Value 2015-2020
Table 56 Sales of Wound Care by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Wound Care: % Value 2016-2020
Table 58 LBN Brand Shares of Wound Care: % Value 2017-2020
Table 59 Forecast Sales of Wound Care by Category: Value 2020-2025
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Turkey

KEY DATA FINDINGS

2020 IMPACT

Consumers invest in their immune system and general health amid virus threat

Segmentation deepening as health-awareness increases

Cheaper competition make gains while NPD becomes more user-specific

RECOVERY AND OPPORTUNITIES

COVID-19 to leave long-lasting impression on health-awareness and keep vitamins in demand

Public health campaigns to benefit vitamins sales further

Preventive approach encouraged by the media and doctors

CATEGORY DATA

Table 61 Sales of Vitamins by Category: Value 2015-2020
Table 62 Sales of Vitamins by Category: % Value Growth 2015-2020
Table 63 Sales of Multivitamins by Positioning: % Value 2015-2020
Table 64 NBO Company Shares of Vitamins: % Value 2016-2020
Table 65 LBN Brand Shares of Vitamins: % Value 2017-2020
Table 66 Forecast Sales of Vitamins by Category: Value 2020-2025
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Turkey

KEY DATA FINDINGS

2020 IMPACT

Turks focus on building up their immunity to COVID-19

Consumers invest in joint and skin health through collagen supplements

Solgar maintains commanding lead in sales

RECOVERY AND OPPORTUNITIES

Dietary supplements to normalise from 2021, though immunity-supporting products will remain much sought-after

More public health messages to benefit sales of dietary supplements

Paediatric products to continue making gains

CATEGORY DATA

Table 68 Sales of Dietary Supplements by Category: Value 2015-2020
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2015-2020
Table 70 Sales of Dietary Supplements by Positioning: % Value 2015-2020
Table 71 NBO Company Shares of Dietary Supplements: % Value 2016-2020
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2017-2020
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2020-2025
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Turkey

KEY DATA FINDINGS

2020 IMPACT

Category declines as consumers focus on essentials during pandemic

Meal replacement struggles as more Turks opt for alternative routes to weight loss

Herbalife weighs in with the biggest share

RECOVERY AND OPPORTUNITIES

Bright outlook from 2021

Fall in purchasing power could strengthen position of smaller companies

Growth will be limited by numerous competing products and lifestyle changes

CATEGORY DATA

Table 75 Sales of Weight Management and Wellbeing by Category: Value 2015-2020
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Turkey

KEY DATA FINDINGS

2020 IMPACT

Strong growth recorded following COVID-19 outbreak as consumers focus on strengthening their immune system

Tradition and natural supply underpin category performance

Sambucol and Umca brands lead fragmented category

RECOVERY AND OPPORTUNITIES

Healthy outlook for sales as pandemic underlines self-care importance to consumers

Some trading down possible in the short term

The natural trend will strengthen, cementing the herbal/traditional positioning further

CATEGORY DATA

Table 81 Sales of Herbal/Traditional Products by Category: Value 2015-2020
Table 82 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020
Table 83 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020
Table 84 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020
Table 85 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 86 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Turkey

KEY DATA FINDINGS

2020 IMPACT

Parents look to keep children safe from COVID-19 with vitamins and dietary supplements

Natural remedies play key role

Category is active in NPD, with immune system at the forefront

RECOVERY AND OPPORTUNITIES

Drive towards prevention accelerated by pandemic

Online shopping for paediatric consumer health now more mainstream

Competing on price may yield results during downturn

CATEGORY DATA

Table 87 Sales of Paediatric Consumer Health by Category: Value 2015-2020
Table 88 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020
Table 89 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020
Table 90 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020
Table 91 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020
Table 92 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 93 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025

Sports Nutrition in Turkey

KEY DATA FINDINGS

2020 IMPACT

Gym closures hamper sales significantly in 2020

Sports protein products attract more Turks

Glanbia Besin and local company Hardline Kavi head sales

RECOVERY AND OPPORTUNITIES

Protein/energy bars to lead strong volume growth over forecast period

Online influence set to strengthen further

Healthy novelties can help expand sports nutrition’s appeal

CATEGORY DATA

Table 94 Sales of Sports Nutrition by Category: Value 2015-2020
Table 95 Sales of Sports Nutrition by Category: % Value Growth 2015-2020
Table 96 NBO Company Shares of Sports Nutrition: % Value 2016-2020
Table 97 LBN Brand Shares of Sports Nutrition: % Value 2017-2020
Table 98 Forecast Sales of Sports Nutrition by Category: Value 2020-2025
Table 99 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

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