Dietary Supplements in Turkey

PROSPECTS

Product positioning in dietary supplements

Of the various types of positioning in dietary supplements, joint health remained one of the most prominent, hence the strong sales of glucosamine in Turkey in 2018. Two groups of consumers tend to buy dietary supplements with a joint health positioning, namely those who exercise regularly and use these products to prevent bone attrition and consumers over the age of 40 to treat joint ailments.

Paediatric dietary supplements registers healthy growth

Paediatric dietary supplements, especially those positioned as supporting the immune system, are often recommended by paediatricians as part of a preventive healthcare regime. Industry experts suggest that the main reasons why children need immune system support include the early age at which they go to school as well as environmental pollution.

Collagen the best performing category in 2018

In 2018, collagen continued to benefit from the growing awareness of Turkish consumers about the benefits of this protein for joint health and overall beauty, with this being partly due to a high number of articles in the press. Collagen is a complex protein fibre which helps maintain the strength and flexibility of skin, ligaments, bones, joints, muscles, tendons, gums, teeth, eyes, blood vessels, nails and hair.

COMPETITIVE LANDSCAPE

Solgar remains the clear category leader

Solgar remained the clear leader in dietary supplements in 2018. The company benefits from having a presence in almost all pharmacies in urban areas and offering a wide range of products under its Solgar and Nature’s Bounty brands.

Multinational brands dominate dietary supplements

A significant number of local companies continued to distribute international brands in 2018, such as Solgar. These are expected to enjoy a high level of consumer awareness and widespread distribution over the forecast period.

Direct sellers have a notable presence in dietary supplements

Direct sellers maintained a noticeable presence in dietary supplements in Turkey in 2018, with Amway and Forever Living Products International ranking third and fourth, respectively. Due to the country’s poor economic outlook, many Turkish people are feeling insecure about their jobs and are starting to look for additional ways to earn money, with this helping to expand the network of direct sellers.

Files are delivered directly into your account within a few minutes of purchase.