Many products under this category are recommended as preventative health measures against COVID-19. Vitamin C is perhaps the most popular supplement taken to protect against infection due to its important role in supporting the immune system.
In terms of positioning in multivitamins, men, women in general, and pregnancy each account for approximately a fifth of overall value sales in 2020, followed by products for the elderly. The category is witnessing an increasing number of products specifically targeted at different age groups and genders.
Others have gained notable value share at the expense of larger players at the end of the review period, due to their competitive pricing, despite the major companies introducing new products. Sales leader Bayer Türk Kimya Sanayi Ltd Sti introduced Supradyn Energy Focus in December 2019, for example.
As COVID-19 pushes more consumers to be vigilant about their health and wellbeing, sales of vitamins will continue to rise, with multivitamins predicted to again be in growth territory from 2021, having been in decline recently. Vitamin D in particular will post high volume sales growth, as many Turks look to protect themselves from acute respiratory tract infections, with COVID-19 very much in mind.
The number of awareness-raising campaigns and collaborations for investing in preventive health will increase over the forecast period, in order to reduce public health expenses. Both health authorities and the government are creating awareness campaigns to prevent diseases.
Besides public and government health initiatives, the Turkish media will also continue to play an important role in promoting vitamins. Articles explaining the benefits of these products are frequently published in newspapers and magazines, highlighting the importance of preventive strategies.
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Understand the latest market trends and future growth opportunities for the Vitamins industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Vitamins industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Vitamins research and analysis database.
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