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.
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.
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.
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 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 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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This industry report originates from Passport, our Consumer Health market research database.