Herbal/traditional products are important in the Turkish consumer health market, and consumers feel they are safer and have fewer potential side-effects than man-made alternatives. For these reasons Turkish parents feel much safer using herbal/traditional options when medicating their children.
Turkish people often self-medicate by using traditional herbs and spices purchased from so-called aktar shops, as a preventative measure, or for the treatment of minor ailments. If there is a homemade way of preventing or treating a minor illness, Turkish consumers will tend to opt for this method over a standard Rx or OTC drug.
The leading companies are expected to invest more in herbal products in coming years, seeking to take advantage of the growing consumer preference for natural products over synthetic alternatives. Phytotherapy, being study of the use of extracts of natural origin as medicines, will represent an increasing trend, with many new launches expected over the forecast period.
Abdi Ibrahim Ilac San ve Tic AS continues to lead herbal/traditional due to its strong performance in herbal/traditional cough, cold and allergy (hay fever) remedies with the Umca and Prospan brands. March 2019 saw the company launch Hametol Baby Pisik Krem 30g.
Towards the end of the review period the Plantus brand was introduced by Hamdard Gida. This was inspired by phytotherapy, plant science and ayurveda.
Herbal/traditional products are often marketed as natural offerings in order to differentiate them from standard medications, and position them as healthier alternatives free from potentially harmful chemicals. Marketing activities focus on the natural ingredients used in the manufacture of such products, and their health and wellness benefits.
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This industry report originates from Passport, our Consumer Health market research database.