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Report
Consumer Health in Turkey
Market Direction I 2024-10-10 I 101 Pages I Euromonitor
In 2024, rising price points are bolstering retail value sales in consumer health, with all areas recording double-digit value growth. However, this is challenging retail volume, as Turkish consumers are becoming more cautious, comparing price points and prioritising essentials. Despite this, retail volume growth is set to remain positive in the majority of areas, aided by bulk buying promotions and the essential nature of many consumer health products.
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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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 2024
List Of Contents And Tables
CONSUMER HEALTH IN TURKEY
EXECUTIVE SUMMARY
Consumer health in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
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
2024 DEVELOPMENTS
Rising interest in active lifestyles boosts sales of topical analgesics/anaesthetic
Rx products are the main challenge to retail volume sales in 2024
The ageing population boosts sales of analgesics in Turkey
PROSPECTS AND OPPORTUNITIES
The declining birth rate challenges sales of paediatric analgesics
Growing confidence in self-medication aids sales of analgesics over the forecast
Health-consciousness leads to concerns over the long-term use of OTC analgesics
CATEGORY DATA
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
New players and positive brand reputation support growth on the landscape
Medicated confectionery benefits from natural ingredients and new launches
Paediatric cough/cold remedies grow as parents prioritise their children
PROSPECTS AND OPPORTUNITIES
Herbal alternatives will benefit as consumers reach for natural solutions
Digitalisation creates a more approachable image for brands
Growth for e-commerce is challenged by instant availability at pharmacies
CATEGORY DATA
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
DIGESTIVE REMEDIES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Stress continues to be a main driver of stomach problems in Turkey
The preference for traditional home-made digestive remedies has been decreasing
The dominant position of Bayer Turk Kimya continues across 2024
PROSPECTS AND OPPORTUNITIES
Sustained value growth as fast-paced lifestyles lead consumers to rely on medicines
Rx products remain a growing challenge for the retail landscape
The consumer base expands as eating out and takeaways become more common
CATEGORY DATA
Table 24 Sales of Digestive Remedies by Category: Value 2019-2024
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
DERMATOLOGICALS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Interest in beauty and appearance drives sales in dermatologicals
Hair loss showcases positive growth as new product launches on the landscape
Ease and convenience helps hair growth serums to gain ground in 2024
PROSPECTS AND OPPORTUNITIES
Climate change and environmental issues boost growth in dermatologicals
Paediatric dermatologicals and nappy (diaper) rash treatments drive sales
Players invest in social media and an online presence to support sales
CATEGORY DATA
Table 30 Sales of Dermatologicals by Category: Value 2019-2024
Table 31 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 32 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 33 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
Table 35 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029
NRT SMOKING CESSATION AIDS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
The health and wellness trend has a positive impact on sales
Rx smoking cessation aids are the main competition in 2024
Multinationals leverage their reputation for quality and effectiveness to dominate
PROSPECTS AND OPPORTUNITIES
NRT gum will continue to drive growth and sales across the forecast period
A range of competitors and a lack of innovation challenges sales
Electronic cigarettes hinder growth potential across the forecast period
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2019-2024
CATEGORY DATA
Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029
SLEEP AIDS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Busy lifestyles partner with rising stress and anxiety to boost sales in sleep aids
Herbal options remain popular as consumers appreciate the lack of side effects
No change in the competitive environment as Sandoz Ilac retains its lead
PROSPECTS AND OPPORTUNITIES
Increasing insomnia will support growth sales over the forecast period
Consumers increasingly migrate from Rx products to OTC options, boosting growth
E-commerce set to gain ground, driving growth through convenience
CATEGORY DATA
Table 44 Sales of Sleep Aids: Value 2019-2024
Table 45 Sales of Sleep Aids: % Value Growth 2019-2024
Table 46 NBO Company Shares of Sleep Aids: % Value 2020-2024
Table 47 LBN Brand Shares of Sleep Aids: % Value 2021-2024
Table 48 Forecast Sales of Sleep Aids: Value 2024-2029
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2024-2029
EYE CARE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Innovations focus on added benefits, competing against rising competition
Convenient and simple products gain ground as consumers seek ease
Bausch & Lomb Saglik Optik Urunleri Tic AS leads, offering Artelac Advanced
PROSPECTS AND OPPORTUNITIES
The ageing population in Turkey will continue to support growth in eye care
Rx eye care and vitamins & dietary supplements are threats to forecast growth
No switches are foreseen across the forecast period, limiting growth potential
CATEGORY DATA
Table 50 Sales of Eye Care by Category: Value 2019-2024
Table 51 Sales of Eye Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Eye Care: % Value 2020-2024
Table 53 LBN Brand Shares of Eye Care: % Value 2021-2024
Table 54 Forecast Sales of Eye Care by Category: Value 2024-2029
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029
WOUND CARE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
The interest in health and activities boosts sales of wound care in Turkey
Private label performs well as affordability impacts the purchasing decisions
Players launch added-value items to align with consumer demands
PROSPECTS AND OPPORTUNITIES
An ongoing focus on fit and healthy lifestyles will benefit sales of wound care
E-commerce and supermarkets have become key retailers for wound care goods
The ageing population supports demand for various wound care needs
CATEGORY DATA
Table 56 Sales of Wound Care by Category: Value 2019-2024
Table 57 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Wound Care: % Value 2020-2024
Table 59 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 60 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029
VITAMINS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Health and wellbeing trends support growth, aiding sales on the landscape
International brands support growth, offering tailored solutions
Local production gains pace on the vitamins landscape
PROSPECTS AND OPPORTUNITIES
Positive future as preventative healthcare becomes more commonplace
Counterfeit products remain a major threat to the landscape
Healthier diets are a challenge for the sales of vitamins across the forecast period
CATEGORY DATA
Table 62 Sales of Vitamins by Category: Value 2019-2024
Table 63 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 64 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 65 NBO Company Shares of Vitamins: % Value 2020-2024
Table 66 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 67 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
DIETARY SUPPLEMENTS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Convenience and preventative healthcare support demand for dietary supplements
Brands continue to diversify their portfolios to drive sales on the landscape
Vegan products expand the consumer base for supplements
PROSPECTS AND OPPORTUNITIES
Anti-ageing products expected to launch over the forecast period
Bright prospects for the future of Bromelain as demand for herbal options rises
Local companies will grow further as imports decrease and exports increase
CATEGORY DATA
Table 69 Sales of Dietary Supplements by Category: Value 2019-2024
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 71 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 72 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
WEIGHT MANAGEMENT AND WELLBEING IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Positive performance as health and wellness support weight loss goals
Seasonality boosts demand for weight management and wellbeing products
Challenges to weight management products include surgery and ready meals
PROSPECTS AND OPPORTUNITIES
Strong online presence will be essential over the forecast period
Products align themselves with the latest weight loss trends to drive interest and growth
Increasing use of apps that support consumers on their weight loss journeys
CATEGORY DATA
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
SPORTS NUTRITION IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
The consumer group for sports nutrition widens, supporting sales
Migration towards more economical products, brands and formats
Zuber remains a consumer favourite, extending its lead in 2024
PROSPECTS AND OPPORTUNITIES
Convenience becomes an increasingly important selling factor for sports nutrition
Sustainability and product origin play an important role in the purchasing decision
Higher consumer interest in outdoor activity boosts growth in sports nutrition
CATEGORY DATA
Table 82 Sales of Sports Nutrition by Category: Value 2019-2024
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 84 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
HERBAL/TRADITIONAL PRODUCTS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers increasingly migrate towards traditional solutions
Consumers seek affordability and value for money during a tough economic climate
The launch of Lipozone Curcumin supports the preventative health trend
PROSPECTS AND OPPORTUNITIES
Long-term and stable demand supports growth for herbal options
Wellness and natural products support growth of herbal/traditional options
The competitive landscape is expected to be highly fragmented
CATEGORY DATA
Table 88 Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029
PAEDIATRIC CONSUMER HEALTH IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising interest in childrens health drives sales of paediatric products
Demand for paediatric vitamins and cough medicines drives sales on the landscape
Herbal remedies benefit from the rising interest in natural products
PROSPECTS AND OPPORTUNITIES
Paediatric vitamins and dietary supplements continue to drive growth
Natural products gain pace in paediatric consumer health
Growing willingness to spend on paediatric consumer health
CATEGORY DATA
Table 94 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
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