Executive Summary

Oct 2019
PROSPECTS
Environmental factors underpin ongoing demand, herbal products preferred for children

A lengthening flu season and increasing air pollution drive demand for cough, cold and allergy (hay fever) remedies in Turkey. Turkish consumers tend to be heavily influenced by the recommendations of health professionals, friends and relatives when making purchases.

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

Allergies, especially those related to asthma, are expected to become an increasing problem among Turkish children. There has been an increase in allergic asthma amongst Turkish children in recent years, as they are exposed to more allergens, such as dust and air pollution.

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

At the end of the review period Rx products such as Aerius and Bricanyl continued to be sold without prescription, as pharmacists often do not ask for one. If this continues OTC sales of cough, cold and allergy (hay fever) remedies will continue to be adversely impacted.

COMPETITIVE LANDSCAPE
Abdi Ibrahim’s Bruno baby nasal aspirator performs well

Abdi Ibrahim Ilac San ve Tic AS continued to lead the cough, cold and allergy (hay fever) remedies category in 2019, and indeed gained value share. The company’s leading position is underpinned by its strength in nasal decongestant sprays, cough remedies, and combination cough, cold and allergy (hay fever) remedies.

Reckitt Benckiser leads pharyngeal preparations thanks to popularity of Strepsils

Reckitt Benckiser Temizlik Malzemesi San ve Tic AS led pharyngeal preparations in 2019 due to the strong position of its Strepsils brand. In 2013, the company acquired the sales and marketing operations of the Strepsils brand from Abdi Ibrahim Ilac San ve Tic AS.

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

Local companies accounted for the majority of value sales in cough, cold and allergy (hay fever) remedies in Turkey at the end of the review period. Indeed, the share of local companies increased thanks to the strength of the leading player Abdi Ibrahim, particularly in cough remedies, nasal sprays and pharyngeal preparations, through its well-known Prospan, Umca, Strefen and Bruno brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cough, Cold and Allergy (Hay Fever) Remedies 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 Cough, Cold and Allergy (Hay Fever) Remedies industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cough, Cold and Allergy (Hay Fever) Remedies 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 Cough, Cold and Allergy (Hay Fever) Remedies in Turkey?
  • What are the major brands in Turkey?
  • What is the impact of influenza vaccinations on the sales of cough and cold products?

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.

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

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 1 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2014-2019
Table 2 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2015-2019
Table 4 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2019
Table 5 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 6 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024

Consumer Health in Turkey - Industry Overview

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 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 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