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Report
Consumer Health in Turkey
Market Direction I 2023-10-04 I 104 Pages I Euromonitor
Economic instability, characterised by very high inflation, continues to restrain retail volume sales at the end of the review period. The Turkish economy is taking longer than many other countries to recover from the economic effects of Coronavirus (COVID-19), due to the upheaval of political elections in May 2023 and two big earthquakes, which affected around 20% of the population and the country's wider logistics capacity. With prices increasing and GDP taking time to recover, Turkish consume...
Euromonitor International's Consumer Health in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Consumer Health market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer Health in Turkey
Euromonitor International
October 2023
List Of Contents And Tables
CONSUMER HEALTH IN TURKEY
EXECUTIVE SUMMARY
Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Distribution of Consumer Health by Format: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format and Category: % Value 2023
Table 9 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
SOURCES
Summary 1 Research Sources
ANALGESICS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rebound in aspirin use in 2023
Demand for topical analgesics rises due to increasing participation in sports
Rx products continue to challenge category development
PROSPECTS AND OPPORTUNITIES
Growing trend for herbal alternatives
Demographic trend to have a positive impact on analgesics
Marketing to appeal to the younger population
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2018-2023
Table 12 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Analgesics: % Value 2019-2023
Table 14 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 15 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
High inflation leads to further price rises
Social media continues to develop as a marketing and sales tool for players
Medicated confectionery benefits from key consumer demand trends and wider availability while paediatric cough/cold remedies gains some traction with the return to out-of-home lifestyles
PROSPECTS AND OPPORTUNITIES
Paediatric cough/cold remedies to continue to gain traction
Increasingly health-conscious consumers to shift towards natural products
Pharmacies to remain the go-to channel despite e-commerce development
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028
DIGESTIVE REMEDIES IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
High stress levels increase the demand for antacids
Increasing demand for probiotics poses a threat to digestive remedies
Bayer Turk Kimya Sanayi ensures dominance of the multinational offer
PROSPECTS AND OPPORTUNITIES
Positive growth is projected but Rx products remain a threat
Traditional home-made digestive remedies to continue to lose favour
Young adults to become a more important consumer base
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2018-2023
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028
DERMATOLOGICALS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
New hair loss treatments to cater to growing demand
Focus shifts to beauty and personal appearance as the COVID-19 threat diminishes
New line marks B-Good's expansion into dermatologicals
PROSPECTS AND OPPORTUNITIES
Demand is set to grow across dermatologicals
Increasingly educated parents to boost the use of child-facing dermatologicals
Digitalisation fosters marketing and communications benefits
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2018-2023
Table 30 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 32 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 34 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028
NRT SMOKING CESSATION AIDS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Electronic cigarettes hinder the growth potential of NRT smoking cessation aids
NRT gum benefits from convenience and oral replacement advantages
Multinationals leverage reputation for quality and effectiveness to dominate
PROSPECTS AND OPPORTUNITIES
Rx products to continue to pose a strong threat to OTC alternatives
Healthier lifestyle trend to increase the numbers of smokers using NRT smoking cessation aids
Lack of innovation to hinder NRT smoking cessation aids
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2018-2023
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028
SLEEP AIDS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Pressure on sleep patterns supports retail volume growth
Herbal options remain the most popular
Sandoz Ilac leads an otherwise highly fragmented competitive landscape
PROSPECTS AND OPPORTUNITIES
No switches are foreseen
Health and wellness alternatives
Pharmacies look to omnichannel approach
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2018-2023
Table 44 Sales of Sleep Aids: % Value Growth 2018-2023
Table 45 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 46 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 47 Forecast Sales of Sleep Aids: Value 2023-2028
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2023-2028
EYE CARE IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rx products and healthier lifestyles undermine OTC eye care
No switches limit growth potential
Bausch & Lomb Saglik Optik Urunleri dominates the landscape
PROSPECTS AND OPPORTUNITIES
Increasing presence of sophisticated standard eye care products
Ageing population and lifestyle trends to support the demand for standard eye care
Rx products and vitamins and dietary supplements to remain the main threats
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2018-2023
Table 50 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Eye Care: % Value 2019-2023
Table 52 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 53 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028
WOUND CARE IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Focus on fit and healthy lifestyles benefits wound care
New product development adds value to wound care
Greater channel penetration
PROSPECTS AND OPPORTUNITIES
Wound care is expected to benefit from the ongoing health kick
Added-value features and advanced products to stimulate demand
Ageing population to support demand for various wound care needs
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2018-2023
Table 56 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Wound Care: % Value 2019-2023
Table 58 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 59 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028
VITAMINS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Unstable economy and political instability hinder growth potential
Healthier diets present a push-pull effect in vitamins
New brands add dynamism to vitamins
PROSPECTS AND OPPORTUNITIES
Strong activity to develop and grow vitamins
Counterfeit products remain a major threat
Various formats to ease use and add convenience
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2018-2023
Table 62 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 63 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 64 NBO Company Shares of Vitamins: % Value 2019-2023
Table 65 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 66 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028
DIETARY SUPPLEMENTS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Economy and convenience perceptions pique demand in dietary supplements in 2023
Stronger call for beauty-positioned dietary supplements
Brand owners continue to diversify their portfolios
PROSPECTS AND OPPORTUNITIES
The demand for dietary supplements is expected to continue to rise
Rising demand for herbal ingredients to inform offer
The competitive landscape is set to fragment
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2018-2023
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 70 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 71 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028
WEIGHT MANAGEMENT AND WELLBEING IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
The demand for weight management and wellbeing rebounds in 2023 as consumers resume pre-pandemic lifestyles
Rising unit prices underpin dynamic retail current value growth
Simplicity and natural ingredients are key to attracting consumers
PROSPECTS AND OPPORTUNITIES
Product positioning is expected to benefit weight management and wellbeing
Retail e-commerce to continue to leverage convenience and pricing advantages and offer a discreet way to buy these products
Alternative methods threaten weight management and wellbeing products
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028
SPORTS NUTRITION IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Shift to pure fitness widens the appeal of sports nutrition
Increasing competition from packaged food
Consumers focus on basic products
PROSPECTS AND OPPORTUNITIES
Health kick and convenience to boost the appeal of protein/energy bars
Promotions to become frequent
Sustainability and product origin to play growing roles in purchasing decisions
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2018-2023
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 83 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028
HERBAL/TRADITIONAL PRODUCTS IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong interest in herbal/traditional products in the slipstream of the health and wellness trend
More consumers seek value for money amid a tough economic climate
New products create interest
PROSPECTS AND OPPORTUNITIES
Bright outlook in an increasingly health-orientated environment
Consumers look to natural and milder remedies to avoid side effects
The competitive landscape is expected to fragment as new players enter the fray
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028
PAEDIATRIC CONSUMER HEALTH IN TURKEY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Robust interest in paediatric consumer health
Natural remedies continue to benefit from a safer image
Players continue to diversify their portfolios
PROSPECTS AND OPPORTUNITIES
Demand for paediatric vitamins and dietary supplements to grow
Trend towards natural products to gain momentum in paediatric dermatologicals
Players to leverage growing willingness to spend on paediatric consumer health
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 96 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 97 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 98 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028
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