Weight Management and Wellbeing in Turkey

PROSPECTS

Weight management and wellbeing continues to record healthy gains

As more female consumers enter the workforce in Turkey, their spending power is increasing, with a growing number of them also wanting to improve their physical appearance. Moreover, significant exposure to celebrities and bloggers on social media sites such as Instagram, coupled with trends like “outfit of the day”, are also serving to increase consumers’ image-consciousness and drive demand for weight management and wellbeing products.

Obesity is on the rise

According to the Turkish Statistical Institute (TUIK), one in every five Turkish people can be classified as clinically obese. Obesity is on the increase in Turkey due to the rising consumption of fast food and ready meals, with this being the result of more employed people with less time to spend making healthy home-cooked meals.

Threats to growth

The increasingly restrictive regulative framework for weight management and wellbeing products will remain the biggest threat to the category’s future growth. The government’s ongoing focus on promoting healthy nutrition may also hinder the performance of weight management and wellbeing over the forecast period, with many consumers likely to switch to packaged foods and drinks marketed as lower in sugar, fat or carbohydrates.

COMPETITIVE LANDSCAPE

Herbalife International remains the leading player

Herbalife continued to focus on door-to-door and catalogue sales in 2018, relying on its well-established network of sales representatives across Turkey. Direct selling appeals to Turkish consumers who like to interact directly with a person before committing themselves to buying a product.

International players account for the majority of value sales

International manufacturers continued to dominate meal replacement and weight loss supplements in 2018 as foreign brands are seen as more trustworthy due to their longstanding presence in the marketplace, with this giving them a strong advantage over more recently launched local brands. Herbalife International remained the leading company in meal replacement through its Formul 1 brand, while Solgar led weight loss supplements.

Some brands come and go very quickly

Some brands in this category come and go very quickly. First-time users often believe that the consumption of weight management products alone results in weight loss.

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