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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Turkey?
- Which are the leading brands in Consumer Health in Turkey?
- How are products distributed in Consumer Health in Turkey?
- How has the regulatory and operating environment for Consumer Health changed in Turkey?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
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