In 2018, health and wellness (H&W) value sales registered strong growth, stimulated by the young population in the country, rising urbanisation and increased education levels in the country, leading to greater consumer demand for healthier food and beverages. For instance, health and wellness products such as organic and reduced-fat products are categories that almost exclusively base their sales on urban consumers.
Rising education and income levels in Turkey mean greater health awareness in the country, particularly amongst the mid- to high-income urban dwellers. Consumers are becoming increasingly mindful of their health, growing consciousness regarding the risks of especially chemical additives and artificial flavours and colourings.
In 2018, the H&W market remained highly fragmented due to the presence of many small local companies, particularly under NH bottled water. Artisanal products accounted for the highest value share – for example, in NH high-fibre bread.
In 2018, independent small grocers owned the leading share of total H&W distribution. However, this channel lost considerable share to supermarkets over the review period.
Over the forecast period, H&W products are predicted to register positive constant value at 2018 prices. The main growth factors will be the rising urbanisation in the country, consumer demand for more healthy and natural products, together with increasing education levels leading to higher health awareness.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Turkey with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Health and Wellness market research database.