Executive Summary

Oct 2019
PROSPECTS
Variety of types and usage applications underpins popularity of sticking plasters/adhesive bandages

Sticking plasters/adhesive bandages continue to grow rapidly, as these products remain the first items used in the case of minor injuries. This category encompasses several product types, including basic plasters, elastic plasters, liquid plasters and haemostatic sprays, healing patches, and sticking plasters for feet and blisters.

Health trend and growing popularity of sports result in increased demand

Lifestyle trends also support the growth of wound care in Turkey, as consumers increasingly seek to live healthier lives, and thus focus on engaging in fitness and outdoor sporting activities. This results in various minor injuries, often affecting the feet.

Smart bandages appeal with cost and time savings

Clinical trials are underway on smart bandages that change colour when a wound becomes infected. Smart bandages, which are fitted with sensors, can detect and monitor the healing process, and send a progress report to a doctor.

COMPETITIVE LANDSCAPE
Price sensitivity benefits Betasan with its Sanitabant and Santavik brands

Betasan AS continues to lead wound care, and consolidated its leading position in 2019. The company enjoys strong recognition and extensive penetration, which positively affects its performance.

Private labels appeal with low prices, 3M competes with value packs

Private label offerings gained share in 2019, albeit from a very low base, as players started to offer more features. These included Megaplast Aquastop from Bim and Altapharma Hydro Gel Plasters from Grossmann.

Some interest in innovations despite consumer price sensitivity

Affluent Turkish consumers tend to be very interested in new innovations. Those looking for better quality products increasingly opt for hydrogel and hydrocolloid plasters.

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Wound Care in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wound Treatments 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 Wound Treatments industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wound Treatments 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 Wound Treatments in Turkey?
  • What are the major brands in Turkey?
  • What novel technologies are being used in sticking plasters/adhesive bandages?

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.

Wound Care in Turkey - Category analysis

HEADLINES

PROSPECTS

Variety of types and usage applications underpins popularity of sticking plasters/adhesive bandages
Health trend and growing popularity of sports result in increased demand
Smart bandages appeal with cost and time savings

COMPETITIVE LANDSCAPE

Price sensitivity benefits Betasan with its Sanitabant and Santavik brands
Private labels appeal with low prices, 3M competes with value packs
Some interest in innovations despite consumer price sensitivity

CATEGORY DATA

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