Weight Management and Wellbeing in Turkey

PROSPECTS

Obesity represents a problem in Turkey, but healthier alternatives threaten weight management products

According to the Turkish Statistical Institute (TUIK), one in five Turkish people can be classified as clinically obese. Despite the health trend, obesity is increasing in Turkey, due to growing consumption of fast food and ready meals.

Ayurvedic drinks see increasing popularity, surgical procedures gain popularity among more affluent consumers

Due to the possible harmful effects of some weight management products, people are turning to diet plans that include fresh food consumption, with a decline in the popularity of “miracle” one-off solutions. Turkish consumers are increasingly returning to eating healthily, engaging in physical exercise and consuming weight loss supplements, as opposed to using meal replacement products.

Rising spending power, competitive workplace and social media coverage set to maintain demand growth

As an increasing number of females enter the formal workplace in Turkey, their spending power is increasing, and a growing number want to improve their physical appearance. Moreover, significant exposure to celebrities and bloggers on sites such as Instagram, coupled with trends such as “outfit of the day”, also serve to increase consumers’ image-consciousness, and drive demand for weight management and wellbeing products.

COMPETITIVE LANDSCAPE

Leading players benefit from long-term presence and trust

International players continue to dominate weight management in Turkey, with Herbalife the runaway leader. Herbalife and Solgar brands are more trusted by consumers, benefiting from their long-standing presence compared with new local brands in Turkey.

Smaller companies erode leading players’ shares with competitive pricing

Some brands last only a very short time and disappear quickly from this category. First-time users often believe that the consumption of weight management products alone results in weight loss.

New formats aim to stimulate consumer interest

New product launches towards the end of the review period included XLS-Nutrition from Omega Pharma. Unlike its rivals in meal replacement, this product is marketed in chemists/pharmacies and claims to utilise fat reserves from day one.

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