Consumer Health in Turkey

Consumer Health in Turkey

EXECUTIVE SUMMARY

Consumer health continues to develop in Turkey

OTC legislation is still lacking in 2017

Leading pharmaceutical players focus on OTC

Chemists/pharmacies continues to dominate distribution

Positive outlook for the forecast period

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2012-2017
Table 2 Life Expectancy at Birth 2012-2017

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2012-2017
Table 4 Sales of Consumer Health by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Consumer Health: % Value 2013-2017
Table 6 LBN Brand Shares of Consumer Health: % Value 2014-2017
Table 7 Distribution of Consumer Health by Format: % Value 2012-2017
Table 8 Distribution of Consumer Health by Format and Category: % Value 2017
Table 9 Forecast Sales of Consumer Health by Category: Value 2017-2022
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2017-2022

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

Digestive Remedies in Turkey

HEADLINES

PROSPECTS

Higher demand for digestive remedies

Antacids dominates retail value sales

Surge in demand for paediatric indigestion and heartburn remedies

COMPETITIVE LANDSCAPE

Multinational companies account for the bulk of value sales

Berko Ilac responds to consumer demand

Traditional treatments remain the biggest threat to company sales

CATEGORY DATA

Table 11 Sales of Digestive Remedies by Category: Value 2012-2017
Table 12 Sales of Digestive Remedies by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Digestive Remedies: % Value 2013-2017
Table 14 LBN Brand Shares of Digestive Remedies: % Value 2014-2017
Table 15 Forecast Sales of Digestive Remedies by Category: Value 2017-2022
Table 16 Forecast Sales of Digestive Remedies by Category: % Value Growth 2017-2022

Eye Care in Turkey

HEADLINES

PROSPECTS

Modern lifestyles grow the demand for eye care

Only standard eye care is available in Turkey

Rx eye care and vitamins and dietary supplements are the main threats

COMPETITIVE LANDSCAPE

International players dominate eye care

Companies set to pay attention to herbal/traditional products

Eye doctors remain the most important marketing tool

CATEGORY DATA

Table 17 Sales of Eye Care by Category: Value 2012-2017
Table 18 Sales of Eye Care by Category: % Value Growth 2012-2017
Table 19 Sales of Standard Eye Care by Format: % Value 2012-2017
Table 20 Sales of Standard Eye Care by Positioning: % Value 2012-2017
Table 21 NBO Company Shares of Eye Care: % Value 2013-2017
Table 22 LBN Brand Shares of Eye Care: % Value 2014-2017
Table 23 Forecast Sales of Eye Care by Category: Value 2017-2022
Table 24 Forecast Sales of Eye Care by Category: % Value Growth 2017-2022

Herbal/Traditional Products in Turkey

HEADLINES

PROSPECTS

Health and wellness trend boosts value sales

Cough, cold and allergy (hay fever) remedies drives retail value growth

Traditional herbs and spices provide the main challenge

COMPETITIVE LANDSCAPE

International brands dominate herbal/traditional products

Companies set to invest more in herbal products

Competition from aromatherapy and homeopathic products

CATEGORY DATA

Table 25 Sales of Herbal/Traditional Products by Category: Value 2012-2017
Table 26 Sales of Herbal/Traditional Products by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Herbal/Traditional Products: % Value 2013-2017
Table 28 LBN Brand Shares of Herbal/Traditional Products: % Value 2014-2017
Table 29 Forecast Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 30 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022

NRT Smoking Cessation Aids in Turkey

HEADLINES

PROSPECTS

Legislation leads to a dip in smoking prevalence

NRT gum drives retail value sales growth

Use of electronic cigarettes hinders sales growth

COMPETITIVE LANDSCAPE

Multinationals dominate sales

The government and professionals hinder companies

New products and formats to stimulate interest

CATEGORY INDICATORS

Table 31 Number of Smokers by Gender 2012-2017

CATEGORY DATA

Table 32 Sales of NRT Smoking Cessation Aids by Category: Value 2012-2017
Table 33 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2012-2017
Table 34 Sales of NRT Gum by Flavour: % Value 2012-2017
Table 35 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2013-2017
Table 36 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2014-2017
Table 37 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 38 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022

Paediatric Consumer Health in Turkey

HEADLINES

PROSPECTS

Education supports rising awareness of paediatric consumer health

Demographic trends boost paediatric consumer health

Paediatric vitamins and dietary supplements drive value sales

COMPETITIVE LANDSCAPE

Bayer becomes the leading player in paediatric consumer health

New format in nappy (diaper) rash treatments

Marketing strategies vary

CATEGORY DATA

Table 39 Sales of Paediatric Consumer Health by Category: Value 2012-2017
Table 40 Sales of Paediatric Consumer Health by Category: % Value Growth 2012-2017
Table 41 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2014-2017
Table 42 NBO Company Shares of Paediatric Consumer Health: % Value 2013-2017
Table 43 LBN Brand Shares of Paediatric Consumer Health: % Value 2014-2017
Table 44 Forecast Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 45 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022

Sleep Aids in Turkey

HEADLINES

PROSPECTS

Hectic lifestyles benefit sleep aids

Passiflora incarnata and valerian root are among the most popular ingredients

Sleep trackers gain traction

COMPETITIVE LANDSCAPE

International players dominate sleep aids

Marketing restrictions on sleep aids in Turkey

Traditional alternatives threaten OTC sales

CATEGORY DATA

Table 46 Sales of Sleep Aids: Value 2012-2017
Table 47 Sales of Sleep Aids: % Value Growth 2012-2017
Table 48 NBO Company Shares of Sleep Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Sleep Aids: % Value 2014-2017
Table 50 Forecast Sales of Sleep Aids: Value 2017-2022
Table 51 Forecast Sales of Sleep Aids: % Value Growth 2017-2022

Sports Nutrition in Turkey

HEADLINES

PROSPECTS

Growing fitness trend boosts sales

Switch from non-protein to protein products

Adverse publicity is the main potential threat to forecast growth

COMPETITIVE LANDSCAPE

The competitive landscape sees significant movement

Significant marketing and promotion of sports nutrition

Internet retailing offers growth potential

CATEGORY DATA

Table 52 Sales of Sports Nutrition by Category: Value 2012-2017
Table 53 Sales of Sports Nutrition by Category: % Value Growth 2012-2017
Table 54 NBO Company Shares of Sports Nutrition: % Value 2013-2017
Table 55 LBN Brand Shares of Sports Nutrition: % Value 2014-2017
Table 56 Forecast Sales of Sports Nutrition by Category: Value 2017-2022
Table 57 Forecast Sales of Sports Nutrition by Category: % Value Growth 2017-2022

Vitamins in Turkey

HEADLINES

PROSPECTS

Value sales continue to grow despite the withdrawal of GNC

Growing consumption of vitamin D

Reduced consumer disposable incomes threaten sales of vitamins

COMPETITIVE LANDSCAPE

Pharmaton remains the key brand

Multivitamins and single vitamins see new product launches

Companies use different marketing and advertising channels

CATEGORY DATA

Summary 2 Multivitamins: Brand Ranking by Positioning 2017
Table 58 Sales of Vitamins by Category: Value 2012-2017
Table 59 Sales of Vitamins by Category: % Value Growth 2012-2017
Table 60 Sales of Multivitamins by Positioning: % Value 2012-2017
Table 61 NBO Company Shares of Vitamins: % Value 2013-2017
Table 62 LBN Brand Shares of Vitamins: % Value 2014-2017
Table 63 Forecast Sales of Vitamins by Category: Value 2017-2022
Table 64 Forecast Sales of Vitamins by Category: % Value Growth 2017-2022

Weight Management and Wellbeing in Turkey

HEADLINES

PROSPECTS

Modern eating habits and lifestyles stimulate demand

Image consciousness boosts product awareness and sales

Threats to sales growth

COMPETITIVE LANDSCAPE

International brands win the trust of Turkish consumers

Companies respond to the needs of modern consumers

Manufacturers tie their products to general health and wellbeing

CATEGORY DATA

Table 65 Sales of Weight Management and Wellbeing by Category: Value 2012-2017
Table 66 Sales of Weight Management and Wellbeing by Category: % Value Growth 2012-2017
Table 67 NBO Company Shares of Weight Management and Wellbeing: % Value 2013-2017
Table 68 LBN Brand Shares of Weight Management and Wellbeing: % Value 2014-2017
Table 69 Forecast Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 70 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022

Wound Care in Turkey

HEADLINES

PROSPECTS

The increasing availability of premium products supports sales growth

Lifestyle trends impact the use of wound care products

Children to become a key target audience

COMPETITIVE LANDSCAPE

Domestic manufacturers dominate wound care

Weak international presence in wound care

Private label develops in wound care

CATEGORY DATA

Table 71 Sales of Wound Care by Category: Value 2012-2017
Table 72 Sales of Wound Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Wound Care: % Value 2013-2017
Table 74 LBN Brand Shares of Wound Care: % Value 2014-2017
Table 75 Forecast Sales of Wound Care by Category: Value 2017-2022
Table 76 Forecast Sales of Wound Care by Category: % Value Growth 2017-2022

Dermatologicals in Turkey

HEADLINES

PROSPECTS

Slower value growth in 2017

Paediatric dermatologicals stimulates value growth

Threat to hair loss treatments

COMPETITIVE LANDSCAPE

International and domestic companies remain key players

Innovation continues in hair loss treatments

New pen format in topical antifungals

CATEGORY DATA

Table 77 Sales of Dermatologicals by Category: Value 2012-2017
Table 78 Sales of Dermatologicals by Category: % Value Growth 2012-2017
Table 79 NBO Company Shares of Dermatologicals: % Value 2013-2017
Table 80 LBN Brand Shares of Dermatologicals: % Value 2014-2017
Table 81 LBN Brand Shares of Hair Loss Treatments: % Value 2014-2017
Table 82 Forecast Sales of Dermatologicals by Category: Value 2017-2022
Table 83 Forecast Sales of Dermatologicals by Category: % Value Growth 2017-2022

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

HEADLINES

PROSPECTS

General overview

Herbal ingredients grow in popularity

Positive outlook

COMPETITIVE LANDSCAPE

Local companies lead the way

Growth of indirect and newer marketing channels

Preference for own production over licensed manufacture

CATEGORY DATA

Table 84 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2012-2017
Table 85 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2012-2017
Table 86 Sales of Decongestants by Category: Value 2012-2017
Table 87 Sales of Decongestants by Category: % Value Growth 2012-2017
Table 88 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2013-2017
Table 89 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2014-2017
Table 90 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 91 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022

Analgesics in Turkey

HEADLINES

PROSPECTS

General overview of analgesics

Increasing demand for adult analgesics boosts value growth

New topical analgesic/anaesthetic formats

COMPETITIVE LANDSCAPE

International companies continue to lead

The use of herbal ingredients is on the rise

Rx products continue to challenge

CATEGORY DATA

Table 92 Sales of Analgesics by Category: Value 2012-2017
Table 93 Sales of Analgesics by Category: % Value Growth 2012-2017
Table 94 Sales of Topical Analgesics/Anaesthetic by Format: % Value 2012-2017
Table 95 NBO Company Shares of Analgesics: % Value 2013-2017
Table 96 LBN Brand Shares of Analgesics: % Value 2014-2017
Table 97 Forecast Sales of Analgesics by Category: Value 2017-2022
Table 98 Forecast Sales of Analgesics by Category: % Value Growth 2017-2022

Dietary Supplements in Turkey

HEADLINES

PROSPECTS

Further strong value growth in 2017

Product positioning in dietary supplements

Collagen sees fast retail value sales growth in 2017

COMPETITIVE LANDSCAPE

Multinational brands dominate dietary supplements

New product launches stimulate interest in dietary supplements

Companies look to promotions and production to gain a competitive edge

CATEGORY DATA

Summary 3 Dietary Supplements: Brand Ranking by Positioning 2017
Table 99 Sales of Dietary Supplements by Category: Value 2012-2017
Table 100 Sales of Dietary Supplements by Category: % Value Growth 2012-2017
Table 101 Sales of Dietary Supplements by Positioning: % Value 2012-2017
Table 102 Sales of Fish Oils/Omega Fatty Acids by Type: % Value 2012-2017
Table 103 NBO Company Shares of Dietary Supplements: % Value 2013-2017
Table 104 LBN Brand Shares of Dietary Supplements: % Value 2014-2017
Table 105 Forecast Sales of Dietary Supplements by Category: Value 2017-2022
Table 106 Forecast Sales of Dietary Supplements by Category: % Value Growth 2017-2022

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