Consumer Health in Turkey

Consumer Health in Turkey

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

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-2018
Table 2 Life Expectancy at Birth 2013-2018

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2013-2018
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Analgesics in Turkey

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

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2013-2018
Table 12 Sales of Analgesics by Category: % Value Growth 2013-2018
Table 13 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2013-2018
Table 14 NBO Company Shares of Analgesics: % Value 2014-2018
Table 15 LBN Brand Shares of Analgesics: % Value 2015-2018
Table 16 Forecast Sales of Analgesics by Category: Value 2018-2023
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2018-2023

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

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

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2013-2018
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2013-2018
Table 20 Sales of Decongestants by Category: Value 2013-2018
Table 21 Sales of Decongestants by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2018
Table 23 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2018
Table 24 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 25 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023

Dermatologicals in Turkey

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

CATEGORY DATA

Table 26 Sales of Dermatologicals by Category: Value 2013-2018
Table 27 Sales of Dermatologicals by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Dermatologicals: % Value 2014-2018
Table 29 LBN Brand Shares of Dermatologicals: % Value 2015-2018
Table 30 LBN Brand Shares of Hair Loss Treatments: % Value 2015-2018
Table 31 Forecast Sales of Dermatologicals by Category: Value 2018-2023
Table 32 Forecast Sales of Dermatologicals by Category: % Value Growth 2018-2023

Dietary Supplements in Turkey

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

CATEGORY DATA

Table 33 Sales of Dietary Supplements by Category: Value 2013-2018
Table 34 Sales of Dietary Supplements by Category: % Value Growth 2013-2018
Table 35 Sales of Dietary Supplements by Positioning: % Value 2013-2018
Table 36 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2013-2018
Table 37 NBO Company Shares of Dietary Supplements: % Value 2014-2018
Table 38 LBN Brand Shares of Dietary Supplements: % Value 2015-2018
Table 39 Forecast Sales of Dietary Supplements by Category: Value 2018-2023
Table 40 Forecast Sales of Dietary Supplements by Category: % Value Growth 2018-2023

Digestive Remedies in Turkey

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

CATEGORY DATA

Table 41 Sales of Digestive Remedies by Category: Value 2013-2018
Table 42 Sales of Digestive Remedies by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Digestive Remedies: % Value 2014-2018
Table 44 LBN Brand Shares of Digestive Remedies: % Value 2015-2018
Table 45 Forecast Sales of Digestive Remedies by Category: Value 2018-2023
Table 46 Forecast Sales of Digestive Remedies by Category: % Value Growth 2018-2023

Eye Care in Turkey

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

CATEGORY DATA

Table 47 Sales of Eye Care by Category: Value 2013-2018
Table 48 Sales of Eye Care by Category: % Value Growth 2013-2018
Table 49 Sales of Standard Eye Care by Format: % Value 2013-2018
Table 50 Sales of Standard Eye Care by Positioning: % Value 2013-2018
Table 51 NBO Company Shares of Eye Care: % Value 2014-2018
Table 52 LBN Brand Shares of Eye Care: % Value 2015-2018
Table 53 Forecast Sales of Eye Care by Category: Value 2018-2023
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2018-2023

Herbal/Traditional Products in Turkey

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

CATEGORY DATA

Table 55 Sales of Herbal/Traditional Products by Category: Value 2013-2018
Table 56 Sales of Herbal/Traditional Products by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Herbal/Traditional Products: % Value 2014-2018
Table 58 LBN Brand Shares of Herbal/Traditional Products: % Value 2015-2018
Table 59 Forecast Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 60 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023

NRT Smoking Cessation Aids in Turkey

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

CATEGORY INDICATORS

Table 61 Number of Smokers by Gender 2013-2018

CATEGORY DATA

Table 62 Sales of NRT Smoking Cessation Aids by Category: Value 2013-2018
Table 63 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2013-2018
Table 64 Sales of NRT Gum by Flavour: % Value 2013-2018
Table 65 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2014-2018
Table 66 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2015-2018
Table 67 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 68 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023

Paediatric Consumer Health in Turkey

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

CATEGORY DATA

Table 69 Sales of Paediatric Consumer Health by Category: Value 2013-2018
Table 70 Sales of Paediatric Consumer Health by Category: % Value Growth 2013-2018
Table 71 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2018
Table 72 NBO Company Shares of Paediatric Consumer Health: % Value 2014-2018
Table 73 LBN Brand Shares of Paediatric Consumer Health: % Value 2015-2018
Table 74 Forecast Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 75 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023

Sports Nutrition in Turkey

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

CATEGORY DATA

Table 76 Sales of Sports Nutrition by Category: Value 2013-2018
Table 77 Sales of Sports Nutrition by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Sports Nutrition: % Value 2014-2018
Table 79 LBN Brand Shares of Sports Nutrition: % Value 2015-2018
Table 80 Forecast Sales of Sports Nutrition by Category: Value 2018-2023
Table 81 Forecast Sales of Sports Nutrition by Category: % Value Growth 2018-2023

Vitamins in Turkey

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

CATEGORY DATA

Table 82 Sales of Vitamins by Category: Value 2013-2018
Table 83 Sales of Vitamins by Category: % Value Growth 2013-2018
Table 84 Sales of Multivitamins by Positioning: % Value 2013-2018
Table 85 NBO Company Shares of Vitamins: % Value 2014-2018
Table 86 LBN Brand Shares of Vitamins: % Value 2015-2018
Table 87 Forecast Sales of Vitamins by Category: Value 2018-2023
Table 88 Forecast Sales of Vitamins by Category: % Value Growth 2018-2023

Weight Management and Wellbeing in Turkey

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

CATEGORY DATA

Table 89 Sales of Weight Management and Wellbeing by Category: Value 2013-2018
Table 90 Sales of Weight Management and Wellbeing by Category: % Value Growth 2013-2018
Table 91 NBO Company Shares of Weight Management and Wellbeing: % Value 2014-2018
Table 92 LBN Brand Shares of Weight Management and Wellbeing: % Value 2015-2018
Table 93 Forecast Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 94 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023

Wound Care in Turkey

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

CATEGORY DATA

Table 95 Sales of Wound Care by Category: Value 2013-2018
Table 96 Sales of Wound Care by Category: % Value Growth 2013-2018
Table 97 NBO Company Shares of Wound Care: % Value 2014-2018
Table 98 LBN Brand Shares of Wound Care: % Value 2015-2018
Table 99 Forecast Sales of Wound Care by Category: Value 2018-2023
Table 100 Forecast Sales of Wound Care by Category: % Value Growth 2018-2023

Sleep Aids in Turkey

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

CATEGORY DATA

Table 101 Sales of Sleep Aids: Value 2013-2018
Table 102 Sales of Sleep Aids: % Value Growth 2013-2018
Table 103 NBO Company Shares of Sleep Aids: % Value 2014-2018
Table 104 LBN Brand Shares of Sleep Aids: % Value 2015-2018
Table 105 Forecast Sales of Sleep Aids: Value 2018-2023
Table 106 Forecast Sales of Sleep Aids: % Value Growth 2018-2023

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