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Country Report

Consumer Health in

Consumer Health in Turkey

Nov 2018

US$2,650

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Executive Summary

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Consumer health in Turkey continued to register a positive performance in 2018. Increasing health awareness among the Turkish population, new product launches and the current government’s increasing focus on health problems were the main drivers of growth.

The Turkish Pharmaceuticals and Medical Devices Agency (TPMDA) withdrew a proposed list of products and ingredients it wanted to make available without a prescription in January 2018. A strong lobby group representing pharmacists and doctors and rising public concern about the implications of self-medication continued to hamper the passage of a clearly defined OTC law over the review period.

Turkey’s leading pharmaceutical companies are increasingly opting to expand their OTC product ranges, introducing higher mark-ups as the final retail selling price of these items is not controlled by the government. The international manufacturers Solgar, Bayer and Herbalife International continued to lead consumer health in 2018, benefiting from various new OTC product launches.

Chemists/pharmacies remained the leading distribution channel for consumer health products in 2018 as legislation continued to prohibit the sale of OTC products through grocery retailers. Turkish consumers also trust pharmacists and often ask for advice on minor health problems.

Consumer health in Turkey is expected to register a good performance over the forecast period thanks to increasing health awareness, further new product launches and increasing manufacturer investment in OTC medications. However, the dropping of the newly proposed OTC regulations will adversely impact the OTC category.

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Consumer Health Sample Report Consumer Health Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Health 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 Consumer Health industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Consumer Health 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 Consumer Health in Turkey?
What are the major brands in Turkey?
What are the main trends in OTC Healthcare?

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.

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Consumer Health in Turkey

ANALYSIS

Executive Summary

Consumer health continues to post healthy growth in 2018
Turkey drops a proposed Rx to OTC bill
Leading pharmaceutical players focus on OTC products
Chemists/pharmacies remains the leading distribution channel
Consumer health expected to register further solid growth over the forecast period

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

DATAGRAPHICS

Market Sizes

Sales of Consumer Health
Sales Performance of Consumer Health
Sales of Consumer Health by Category

Distribution

Channel Distribution for Consumer Health

Competitive Landscape

Company Shares of Consumer Health
Company Share Performance in Consumer Health
Retail Sales Performance by Company
Market Concentration of Consumer Health by Company
Brand Shares of Consumer Health
Brand Share Performance in Consumer Health
Retail Sales Performance by Brand
Market Concentration of Consumer Health by Brand

CONTEXT

International Contex

Consumer Health Retail Sales by Region
Consumer Health in Turkey

FMCG Index

Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Analgesics in Turkey

ANALYSIS

Headlines

Prospects

Analgesics continues to perform well
Adult aspirin outperforms paediatric aspirin
New formats of topical analgesics/anaesthetic

Competitive Landscape

International companies continue to lead sales
OTC products continue to be challenged by Rx medications
Herbal ingredients on the rise

DATAGRAPHICS

Market Sizes

Sales of Analgesics
Sales Performance of Analgesics
Sales of Analgesics by Category

Distribution

Channel Distribution for Analgesics

Competitive Landscape

Company Shares of Analgesics
Company Share Performance in Analgesics
Retail Sales Performance by Company
Market Concentration of Analgesics by Company
Brand Shares of Analgesics
Brand Share Performance in Analgesics
Retail Sales Performance by Brand
Market Concentration of Analgesics by Brand

CONTEXT

International Contex

Analgesics Retail Sales by Region
Analgesics in Turkey

FMCG Index

Analgesics vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

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

ANALYSIS

Headlines

Prospects

Sales driven by a longer flu season and increasing air pollution
Future of cough, cold and allergy (hay fever) remedies in Turkey
Increasing sales of Rx products remains the biggest threat to future growth

Competitive Landscape

Local companies account for the majority of sales
Reckitt Benckiser remains the clear leader in pharyngeal preparations
Own production to be preferred over licensing

DATAGRAPHICS

Market Sizes

Sales of Cough, Cold and Allergy (Hay Fever) Remedies
Sales Performance of Cough, Cold and Allergy (Hay Fever) Remedies
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category

Distribution

Channel Distribution for Cough, Cold and Allergy (Hay Fever) Remedies

Competitive Landscape

Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Company Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Company
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Company
Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies
Brand Share Performance in Cough, Cold and Allergy (Hay Fever) Remedies
Retail Sales Performance by Brand
Market Concentration of Cough, Cold and Allergy (Hay Fever) Remedies by Brand

CONTEXT

International Contex

Cough, Cold and Allergy (Hay Fever) Remedies Retail Sales by Region
Cough, Cold and Allergy (Hay Fever) Remedies in Turkey

FMCG Index

Cough, Cold and Allergy (Hay Fever) Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Dermatologicals in Turkey

ANALYSIS

Headlines

Prospects

Growth largely driven by paediatric dermatologicals
Innovation shapes hair loss treatments
New formats benefit topical antifungals

Competitive Landscape

Bayer remains the leading player in dermatologicals
Dermatologicals split between domestic and international players
Marketing of dermatologicals differs according to category

DATAGRAPHICS

Market Sizes

Sales of Dermatologicals
Sales Performance of Dermatologicals
Sales of Dermatologicals by Category

Distribution

Channel Distribution for Dermatologicals

Competitive Landscape

Company Shares of Dermatologicals
Company Share Performance in Dermatologicals
Retail Sales Performance by Company
Market Concentration of Dermatologicals by Company
Brand Shares of Dermatologicals
Brand Share Performance in Dermatologicals
Retail Sales Performance by Brand
Market Concentration of Dermatologicals by Brand

CONTEXT

International Contex

Dermatologicals Retail Sales by Region
Dermatologicals in Turkey

FMCG Index

Dermatologicals vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Dietary Supplements in Turkey

ANALYSIS

Headlines

Prospects

Product positioning in dietary supplements
Paediatric dietary supplements registers healthy growth
Collagen the best performing category in 2018

Competitive Landscape

Solgar remains the clear category leader
Multinational brands dominate dietary supplements
Direct sellers have a notable presence in dietary supplements

DATAGRAPHICS

Market Sizes

Sales of Dietary Supplements
Sales Performance of Dietary Supplements
Sales of Dietary Supplements by Category

Competitive Landscape

Company Shares of Dietary Supplements
Company Share Performance in Dietary Supplements
Retail Sales Performance by Company
Market Concentration of Dietary Supplements by Company
Brand Shares of Dietary Supplements
Brand Share Performance in Dietary Supplements
Retail Sales Performance by Brand
Market Concentration of Dietary Supplements by Brand

CONTEXT

International Contex

Dietary Supplements Retail Sales by Region
Dietary Supplements in Turkey

FMCG Index

Dietary Supplements vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Digestive Remedies in Turkey

ANALYSIS

Headlines

Prospects

Increasing demand for digestive remedies
Antacids account for the majority of sales
Paediatric laxatives the best performing category

Competitive Landscape

Multinational companies account for the lion’s share of sales
Berko Ilac remains the leading domestic player
Traditional remedies remain the biggest obstacle to stronger growth

DATAGRAPHICS

Market Sizes

Sales of Digestive Remedies
Sales Performance of Digestive Remedies
Sales of Digestive Remedies by Category

Distribution

Channel Distribution for Digestive Remedies

Competitive Landscape

Company Shares of Digestive Remedies
Company Share Performance in Digestive Remedies
Retail Sales Performance by Company
Market Concentration of Digestive Remedies by Company
Brand Shares of Digestive Remedies
Brand Share Performance in Digestive Remedies
Retail Sales Performance by Brand
Market Concentration of Digestive Remedies by Brand

CONTEXT

International Contex

Digestive Remedies Retail Sales by Region
Digestive Remedies in Turkey

FMCG Index

Digestive Remedies vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Eye Care in Turkey

ANALYSIS

Headlines

Prospects

Eye care growth supported by prolonged exposure to screens
Standard eye care remains the only OTC category present
Use of vitamins and dietary supplements as a preventive measure

Competitive Landscape

Eye care competitive landscape remains very concentrated
International players dominate eye care
Innovation mainly focused on products for dry eye

DATAGRAPHICS

Market Sizes

Sales of Eye Care
Sales Performance of Eye Care
Sales of Eye Care by Category

Distribution

Channel Distribution for Eye Care

Competitive Landscape

Company Shares of Eye Care
Company Share Performance in Eye Care
Retail Sales Performance by Company
Market Concentration of Eye Care by Company
Brand Shares of Eye Care
Brand Share Performance in Eye Care
Retail Sales Performance by Brand
Market Concentration of Eye Care by Brand

CONTEXT

International Contex

Eye Care Retail Sales by Region
Eye Care in Turkey

FMCG Index

Eye Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Herbal/Traditional Products in Turkey

ANALYSIS

Headlines

Prospects

Herbal/traditional products continues to perform well
The main threats to herbal/traditional products
Herbal/traditional cough, cold and allergy (hay fever) remedies remains the best performing category

Competitive Landscape

International manufacturers continue to lead herbal/traditional products
Abdi Ibrahim maintains its leading position
Marketing of herbal/traditional products focuses on their natural positioning

DATAGRAPHICS

Market Sizes

Sales of Herbal/Traditional Products
Sales Performance of Herbal/Traditional Products
Sales of Herbal/Traditional Products by Category

Distribution

Channel Distribution for Herbal/Traditional Products

Competitive Landscape

Company Shares of Herbal/Traditional Products
Company Share Performance in Herbal/Traditional Products
Retail Sales Performance by Company
Market Concentration of Herbal/Traditional Products by Company
Brand Shares of Herbal/Traditional Products
Brand Share Performance in Herbal/Traditional Products
Retail Sales Performance by Brand
Market Concentration of Herbal/Traditional Products by Brand

CONTEXT

International Contex

Herbal/Traditional Products Retail Sales by Region
Herbal/Traditional Products in Turkey

FMCG Index

Herbal/Traditional Products vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Paediatric Consumer Health in Turkey

ANALYSIS

Headlines

Prospects

Improved childcare education and awareness support growth
Paediatric vitamins and dietary supplements remains by far the largest category
Herbal/traditional products remain the most popular

Competitive Landscape

Bayer remains the leading player in paediatric consumer health
International manufacturers continue to lead paediatric consumer health
Company shares anticipated to remain stable over the forecast period

DATAGRAPHICS

Market Sizes

Sales of Paediatric Consumer Health
Sales Performance of Paediatric Consumer Health
Sales of Paediatric Consumer Health by Category

Distribution

Channel Distribution for Paediatric Consumer Health

Competitive Landscape

Company Shares of Paediatric Consumer Health
Company Share Performance in Paediatric Consumer Health
Retail Sales Performance by Company
Market Concentration of Paediatric Consumer Health by Company
Brand Shares of Paediatric Consumer Health
Brand Share Performance in Paediatric Consumer Health
Retail Sales Performance by Brand
Market Concentration of Paediatric Consumer Health by Brand

CONTEXT

International Contex

Paediatric Consumer Health Retail Sales by Region
Paediatric Consumer Health in Turkey

FMCG Index

Paediatric Consumer Health vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Sports Nutrition in Turkey

ANALYSIS

Headlines

Prospects

Category witnessing a gradual shift from non-protein to protein products
Sports nutrition continues to register a strong performance
Internet retailing remains the leading distribution channel for sports nutrition

Competitive Landscape

Valeo becomes the new distributor for GNC in Turkey
Majority of brands owned by international companies
Marketing and advertising largely focused on the online channel

DATAGRAPHICS

Market Sizes

Sales of Sports Nutrition
Sales Performance of Sports Nutrition
Sales of Sports Nutrition by Category

Distribution

Channel Distribution for Sports Nutrition

Competitive Landscape

Company Shares of Sports Nutrition
Company Share Performance in Sports Nutrition
Retail Sales Performance by Company
Market Concentration of Sports Nutrition by Company
Brand Shares of Sports Nutrition
Brand Share Performance in Sports Nutrition
Retail Sales Performance by Brand
Market Concentration of Sports Nutrition by Brand

CONTEXT

International Contex

Sports Nutrition Retail Sales by Region
Sports Nutrition in Turkey

FMCG Index

Sports Nutrition vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Vitamins in Turkey

ANALYSIS

Headlines

Prospects

Category growth in 2018 largely driven by single vitamins
Vitamins seeing increasing segmentation by age and gender
Potential threats to growth

Competitive Landscape

Pharmanord continues to lead the category through its Pharmaton brand
Multinational brands dominate vitamins
Various advertising and marketing strategies used in Turkey

DATAGRAPHICS

Market Sizes

Sales of Vitamins
Sales Performance of Vitamins
Sales of Vitamins by Category

Competitive Landscape

Company Shares of Vitamins
Company Share Performance in Vitamins
Retail Sales Performance by Company
Market Concentration of Vitamins by Company
Brand Shares of Vitamins
Brand Share Performance in Vitamins
Retail Sales Performance by Brand
Market Concentration of Vitamins by Brand

CONTEXT

International Contex

Vitamins Retail Sales by Region
Vitamins in Turkey

FMCG Index

Vitamins vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Weight Management and Wellbeing in Turkey

ANALYSIS

Headlines

Prospects

Weight management and wellbeing continues to record healthy gains
Obesity is on the rise
Threats to growth

Competitive Landscape

Herbalife International remains the leading player
International players account for the majority of value sales
Some brands come and go very quickly

DATAGRAPHICS

Market Sizes

Sales of Weight Management and Wellbeing
Sales Performance of Weight Management and Wellbeing
Sales of Weight Management and Wellbeing by Category

Distribution

Channel Distribution for Weight Management and Wellbeing

Competitive Landscape

Company Shares of Weight Management and Wellbeing
Company Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Company
Market Concentration of Weight Management and Wellbeing by Company
Brand Shares of Weight Management and Wellbeing
Brand Share Performance in Weight Management and Wellbeing
Retail Sales Performance by Brand
Market Concentration of Weight Management and Wellbeing by Brand

CONTEXT

International Contex

Weight Management and Wellbeing Retail Sales by Region
Weight Management and Wellbeing in Turkey

FMCG Index

Weight Management and Wellbeing vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Wound Care in Turkey

ANALYSIS

Headlines

Prospects

Wound care continues to record steady growth
Smart bandages could potentially be commercialised

Competitive Landscape

Domestic manufacturers dominate wound care
3M the only significant international manufacturer in wound care
Further technological innovation likely to be seen

DATAGRAPHICS

Market Sizes

Sales of Wound Care
Sales Performance of Wound Care
Sales of Wound Care by Category

Distribution

Channel Distribution for Wound Care

Competitive Landscape

Company Shares of Wound Care
Company Share Performance in Wound Care
Retail Sales Performance by Company
Market Concentration of Wound Care by Company
Brand Shares of Wound Care
Brand Share Performance in Wound Care
Retail Sales Performance by Brand
Market Concentration of Wound Care by Brand

CONTEXT

International Contex

Wound Care Retail Sales by Region
Wound Care in Turkey

FMCG Index

Wound Care vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

Sleep Aids in Turkey

ANALYSIS

Headlines

Prospects

Hectic lifestyles continue to drive sales of sleep aids
Healthier lifestyles to potentially adversely impact sleep aids
Passion flower and valerian root remain popular ingredients

Competitive Landscape

International manufacturers dominate sleep aids
Strict controls on advertising content

DATAGRAPHICS

Market Sizes

Sales of Sleep Aids
Sales Performance of Sleep Aids

Distribution

Channel Distribution for Sleep Aids

Competitive Landscape

Company Shares of Sleep Aids
Company Share Performance in Sleep Aids
Retail Sales Performance by Company
Market Concentration of Sleep Aids by Company
Brand Shares of Sleep Aids
Brand Share Performance in Sleep Aids
Retail Sales Performance by Brand
Market Concentration of Sleep Aids by Brand

CONTEXT

International Contex

Sleep Aids Retail Sales by Region
Sleep Aids in Turkey

FMCG Index

Sleep Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

NRT Smoking Cessation Aids in Turkey

ANALYSIS

Headlines

Prospects

The future of NRT smoking cessation aids in Turkey
Use of electronic cigarettes also set to hamper growth
NRT gum the best performing category

Competitive Landscape

Multinational companies continue to dominate NRT smoking cessation aids
GSK Consumer Healthcare remains the leading player
Johnson & Johnson ranks a close second

DATAGRAPHICS

Market Sizes

Sales of NRT Smoking Cessation Aids
Sales Performance of NRT Smoking Cessation Aids
Sales of NRT Smoking Cessation Aids by Category

Distribution

Channel Distribution for NRT Smoking Cessation Aids

Competitive Landscape

Company Shares of NRT Smoking Cessation Aids
Company Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Company
Market Concentration of NRT Smoking Cessation Aids by Company
Brand Shares of NRT Smoking Cessation Aids
Brand Share Performance in NRT Smoking Cessation Aids
Retail Sales Performance by Brand
Market Concentration of NRT Smoking Cessation Aids by Brand

CONTEXT

International Contex

NRT Smoking Cessation Aids Retail Sales by Region
NRT Smoking Cessation Aids in Turkey

FMCG Index

NRT Smoking Cessation Aids vs Selected FMCG Industries

Socioeconomic Context

Population Growth Index
Turkey vs Other Geographies
Households with a Disposable Income Over USD25,000 - Turkey

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Megatrends

Country Report

Consumer Health in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

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Overview

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Table of Contents

Consumer Health in Turkey

ANALYSIS

Executive Summary

Appendix

Definitions

Sources

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Analgesics in Turkey

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

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

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dermatologicals in Turkey

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Distribution

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Dietary Supplements in Turkey

ANALYSIS

Headlines

Prospects

Competitive Landscape

DATAGRAPHICS

Market Sizes

Competitive Landscape

CONTEXT

International Contex

FMCG Index

Socioeconomic Context

Digestive Remedies in Turkey

ANALYSIS

Headlines