Executive Summary

Oct 2019
PROSPECTS
Herbal/traditional products benefit from being perceived as less potentially harmful

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.

Aktar shops remain important sources of natural products

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.

Increased investment in natural products expected in coming years

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.

COMPETITIVE LANDSCAPE
Abdi Ibrahim’s lead based on strength in cough, cold and allergy remedies, gains share with new introduction

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.

Hamdard Gida introduces Plantus brand with phytotherapy origins

Towards the end of the review period the Plantus brand was introduced by Hamdard Gida. This was inspired by phytotherapy, plant science and ayurveda.

Packaging also an important issue for herbal/traditional products

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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Herbal/Traditional Products in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Herbal/Traditional Products industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Herbal/Traditional Products industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Herbal/Traditional Products in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Herbal/Traditional Products in Turkey?
  • What are the major brands in Turkey?
  • What is the market size of Herbal/Traditional Products in Turkey?
  • What are the major brands in Turkey?
  • Are Ayurvedic or Traditional Chinese Medicine products available in Turkey?
  • Which traditional products, like charcoal, bird’s nest, camphor, valerian, or menthol, are popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

Herbal/Traditional Products in Turkey - Category analysis

HEADLINES

PROSPECTS

Herbal/traditional products benefit from being perceived as less potentially harmful
Aktar shops remain important sources of natural products
Increased investment in natural products expected in coming years

COMPETITIVE LANDSCAPE

Abdi Ibrahim’s lead based on strength in cough, cold and allergy remedies, gains share with new introduction
Hamdard Gida introduces Plantus brand with phytotherapy origins
Packaging also an important issue for herbal/traditional products

CATEGORY DATA

Table 1 Sales of Herbal/Traditional Products by Category: Value 2014-2019
Table 2 Sales of Herbal/Traditional Products by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 4 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 5 Forecast Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 6 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024

Consumer Health in Turkey - Industry Overview

EXECUTIVE SUMMARY

Economic, environmental and lifestyle factors all contribute to market’s performance
Use of technology and stress influence demand
Consumers increasingly seek out peer reviews online
Chemists/pharmacies lead distribution, sales through grocery stores and online prohibited
Economic recovery and growing number of women in formal employment set to contribute to future demand growth

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources