Consumer Health in Turkey

Consumer Health in Turkey

EXECUTIVE SUMMARY

Economic, environmental and lifestyle factors all contribute to market’s performance

Use of technology and stress influence demand

Consumers increasingly seek out peer reviews online

Chemists/pharmacies lead distribution, sales through grocery stores and online prohibited

Economic recovery and growing number of women in formal employment set to contribute to future demand growth

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 2 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2014-2019
Table 4 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 6 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 7 Distribution of Consumer Health by Format: % Value 2014-2019
Table 8 Distribution of Consumer Health by Format and Category: % Value 2019
Table 9 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

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

Analgesics in Turkey

HEADLINES

PROSPECTS

Consumer lifestyles, environmental factors and health trends underpin demand, topical analgesics/anaesthetics boosted by sporting injuries

More modern formats appeal due to greater convenience

Pharmacists’ recommendations influence brand choice, online peer reviews increasingly consulted

COMPETITIVE LANDSCAPE

Bayer maintains lead, but sees share eroded as competitors develop

Turkish consumers prefer herbal products, perceived to be less potentially harmful

CATEGORY DATA

Table 11 Sales of Analgesics by Category: Value 2014-2019
Table 12 Sales of Analgesics by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Analgesics: % Value 2015-2019
Table 14 LBN Brand Shares of Analgesics: % Value 2016-2019
Table 15 Forecast Sales of Analgesics by Category: Value 2019-2024
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2019-2024

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

HEADLINES

PROSPECTS

Environmental factors underpin ongoing demand, herbal products preferred for children

As allergies become increasingly prevalent, fast, effective products will see increased demand

Under-the-counter sales may continue to affect OTC demand

COMPETITIVE LANDSCAPE

Abdi Ibrahim’s Bruno baby nasal aspirator performs well

Reckitt Benckiser leads pharyngeal preparations thanks to popularity of Strepsils

Local players hold strong positions in cough, cold and allergy remedies

CATEGORY DATA

Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Dermatologicals in Turkey

HEADLINES

PROSPECTS

Social trends contribute to increased demand for nappy (diaper) rash treatments, as more parents enter formal workplace

Convenient formats appeal to consumers

Hair transplants threaten growth potential of hair loss treatments

COMPETITIVE LANDSCAPE

Smaller players gain share with new launches

New product developments offer added value benefits

Online platforms gain importance as marketing tools

CATEGORY DATA

Table 23 Sales of Dermatologicals by Category: Value 2014-2019
Table 24 Sales of Dermatologicals by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dermatologicals: % Value 2015-2019
Table 26 LBN Brand Shares of Dermatologicals: % Value 2016-2019
Table 27 LBN Brand Shares of Hair Loss Treatments: % Value 2016-2019
Table 28 Forecast Sales of Dermatologicals by Category: Value 2019-2024
Table 29 Forecast Sales of Dermatologicals by Category: % Value Growth 2019-2024

Dietary Supplements in Turkey

HEADLINES

PROSPECTS

Collagen boosted by growing consumers awareness and wide benefits

Combination products appeal with convenience, old consumers a key target group

Immune system support widely promoted, even for children

COMPETITIVE LANDSCAPE

Solgar sees continued share gain to consolidate lead

Local players increasingly focus on own brands rather than licensing

Lack of job security boosts number of direct sellers

CATEGORY DATA

Table 30 Sales of Dietary Supplements by Category: Value 2014-2019
Table 31 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 32 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 33 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 34 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 35 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 36 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Digestive Remedies in Turkey

HEADLINES

PROSPECTS

Lifestyle factors maintain overall growth trend, demand increases around religious festivals

Rx products compromise potential for growth

Paediatric laxatives set to rise in coming years

COMPETITIVE LANDSCAPE

Bayer strengthens lead with value share gain in 2019

Traditional remedies remain popular among older consumers

CATEGORY DATA

Table 37 Sales of Digestive Remedies by Category: Value 2014-2019
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Digestive Remedies: % Value 2015-2019
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2016-2019
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2019-2024
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2019-2024

Eye Care in Turkey

HEADLINES

PROSPECTS

Lifestyle factors boost demand for eye care products

Herbal/traditional ingredients appreciated by consumers

Consumers increasingly attracted to preventative options

COMPETITIVE LANDSCAPE

Eye care environment highly concentrated due to required guarantee of quality

Reckitt Benckiser’s Optone offers rapid eye relief

CATEGORY DATA

Table 43 Sales of Eye Care by Category: Value 2014-2019
Table 44 Sales of Eye Care by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Eye Care: % Value 2015-2019
Table 46 LBN Brand Shares of Eye Care: % Value 2016-2019
Table 47 Forecast Sales of Eye Care by Category: Value 2019-2024
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2019-2024

Herbal/Traditional Products in Turkey

HEADLINES

PROSPECTS

Herbal/traditional products benefit from being perceived as less potentially harmful

Aktar shops remain important sources of natural products

Increased investment in natural products expected in coming years

COMPETITIVE LANDSCAPE

Abdi Ibrahim’s lead based on strength in cough, cold and allergy remedies, gains share with new introduction

Hamdard Gida introduces Plantus brand with phytotherapy origins

Packaging also an important issue for herbal/traditional products

CATEGORY DATA

Table 49 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 50 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 51 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 52 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 53 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 54 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

NRT Smoking Cessation Aids in Turkey

HEADLINES

PROSPECTS

Health trend and cost of cigarettes underpin demand, Rx products threaten OTC sales

E-cigarettes unlikely to realise presence in foreseeable future

Several factors set to constrain growth potential in coming years

COMPETITIVE LANDSCAPE

Nicotinell’s range of formats underpins its lead

Johnson & Johnson’s Nicorette offers added-value benefits

Local players and generics unlikely to emerge

CATEGORY DATA

Table 55 Sales of NRT Smoking Cessation Aids by Category: Value 2014-2019
Table 56 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2014-2019
Table 57 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2015-2019
Table 58 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2016-2019
Table 59 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 60 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024

Paediatric Consumer Health in Turkey

HEADLINES

PROSPECTS

Turkish parents increasingly value the paediatric product offer

Preventative effects underpin popularity of paediatric vitamins and dietary supplements

Cough, cold and allergy remedies for kids prove popular to avoid disruption of education

COMPETITIVE LANDSCAPE

Bayer remains in the lead but sees value share eroded

New product introductions focus on preventative vitamins, such as C, D and zinc

Small size of category limits appeal for new entrants

CATEGORY DATA

Table 61 Sales of Paediatric Consumer Health by Category: Value 2014-2019
Table 62 Sales of Paediatric Consumer Health by Category: % Value Growth 2014-2019
Table 63 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2019
Table 64 NBO Company Shares of Paediatric Consumer Health: % Value 2015-2019
Table 65 LBN Brand Shares of Paediatric Consumer Health: % Value 2016-2019
Table 66 Forecast Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 67 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024

Sleep Aids in Turkey

HEADLINES

PROSPECTS

Technology use and workplace stress contribute to increased demand for sleep aids

Controls on advertising of herbal content

More natural alternatives and lack of innovation may stifle growth

COMPETITIVE LANDSCAPE

Local players see growth in sales

Lack of introductions to stimulate consumer interest

Restrictions on product claims, with a focus on below-the-line support

CATEGORY DATA

Table 68 Sales of Sleep Aids: Value 2014-2019
Table 69 Sales of Sleep Aids: % Value Growth 2014-2019
Table 70 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 71 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 72 Forecast Sales of Sleep Aids: Value 2019-2024
Table 73 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Sports Nutrition in Turkey

HEADLINES

PROSPECTS

Health and personal appearance trends contribute to sports nutrition’s performance

Protein products are gaining popularity, consumers increasingly favour convenient formats

Shelf life forces players to reduce prices of imported products, internet retailing gains share but bricks and mortar remains important

COMPETITIVE LANDSCAPE

Larger companies attract consumers, Hardline extends range with new aromas

New sports protein product in spread format emerges

Online advertising and promotions represent important contributors to growth

CATEGORY DATA

Table 74 Sales of Sports Nutrition by Category: Value 2014-2019
Table 75 Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of Sports Nutrition: % Value 2015-2019
Table 77 LBN Brand Shares of Sports Nutrition: % Value 2016-2019
Table 78 Forecast Sales of Sports Nutrition by Category: Value 2019-2024
Table 79 Forecast Sales of Sports Nutrition by Category: % Value Growth 2019-2024

Vitamins in Turkey

HEADLINES

PROSPECTS

Consumer desire to avoid illnesses rather than treat them underpins performance

Product segmentation increasingly important

Media coverage raises consumer awareness

COMPETITIVE LANDSCAPE

Lower prices benefit smaller players, new products fail to prevent Bayer’s share loss

TV advertising and targeting of healthcare professionals represent key promotional strategies

CATEGORY DATA

Table 80 Sales of Vitamins by Category: Value 2014-2019
Table 81 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 82 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 83 NBO Company Shares of Vitamins: % Value 2015-2019
Table 84 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 85 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 86 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Weight Management and Wellbeing in Turkey

HEADLINES

PROSPECTS

Obesity represents a problem in Turkey, but healthier alternatives threaten weight management products

Ayurvedic drinks see increasing popularity, surgical procedures gain popularity among more affluent consumers

Rising spending power, competitive workplace and social media coverage set to maintain demand growth

COMPETITIVE LANDSCAPE

Leading players benefit from long-term presence and trust

Smaller companies erode leading players’ shares with competitive pricing

New formats aim to stimulate consumer interest

CATEGORY DATA

Table 87 Sales of Weight Management and Wellbeing by Category: Value 2014-2019
Table 88 Sales of Weight Management and Wellbeing by Category: % Value Growth 2014-2019
Table 89 NBO Company Shares of Weight Management and Wellbeing: % Value 2015-2019
Table 90 LBN Brand Shares of Weight Management and Wellbeing: % Value 2016-2019
Table 91 Forecast Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 92 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024

Wound Care in Turkey

HEADLINES

PROSPECTS

Variety of types and usage applications underpins popularity of sticking plasters/adhesive bandages

Health trend and growing popularity of sports result in increased demand

Smart bandages appeal with cost and time savings

COMPETITIVE LANDSCAPE

Price sensitivity benefits Betasan with its Sanitabant and Santavik brands

Private labels appeal with low prices, 3M competes with value packs

Some interest in innovations despite consumer price sensitivity

CATEGORY DATA

Table 93 Sales of Wound Care by Category: Value 2014-2019
Table 94 Sales of Wound Care by Category: % Value Growth 2014-2019
Table 95 NBO Company Shares of Wound Care: % Value 2015-2019
Table 96 LBN Brand Shares of Wound Care: % Value 2016-2019
Table 97 Forecast Sales of Wound Care by Category: Value 2019-2024
Table 98 Forecast Sales of Wound Care by Category: % Value Growth 2019-2024

---