Dietary Supplements in Turkey

PROSPECTS

Collagen boosted by growing consumers awareness and wide benefits

Turkish consumers are increasingly aware of their personal appearance, and this, coupled with the overall health trend, and interest in adopting preventative health maintenance measures, is contributing to the growth in demand for dietary supplements. Growing awareness among Turkish consumers regarding general physical beauty and joint health positively affected the performance of collagen, for example.

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

Combination dietary supplements continue to see high growth due to increasing consumer interest as they offer combined features and ingredients that boost the main feature of the product. Their convenience is also appealing, particularly to busy urban consumers.

Immune system support widely promoted, even for children

The family doctors (a nationwide system designed to provide personal healthcare, allowing households to have free doctors’ appointments in small clinics, so-called Saglik Ocagi in every neighbourhood) positively affects the growth of category. These institutions aim to reduce hospital-related costs by catching conditions early and taking preventive measures to tackle them.

COMPETITIVE LANDSCAPE

Solgar sees continued share gain to consolidate lead

Solgar remained the clear leader in dietary supplements in 2019, and consolidated its leading position with a value share gain. The company benefits from having a presence in almost all pharmacies in urban areas and the offer of a wide range of products under its Solgar and Nature’s Bounty brands.

Local players increasingly focus on own brands rather than licensing

A significant number of local companies continued to distribute international brands at the end of the review period. These are expected to enjoy a high level of consumer awareness and widespread distribution over the forecast period.

Lack of job security boosts number of direct sellers

Direct sellers maintained a noticeable presence in dietary supplements in Turkey at the end of the review period, with Amway and Forever Living Products International ranking among the top five. Due to the country’s poor economic outlook, many Turkish people are experiencing job insecurity, and are starting to seek additional earning possibilities, which is contributing to growth in the network of direct sellers.

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