Consumer health in Turkey is seeing robust growth in 2022, with the strongest performance seen in sports nutrition following the reopening of gymnasiums and a more widespread trend of people consuming sports nutrition products as snacks, followed by cough, cold and allergy (hay fever) remedies due to a return to more sociable, out-of-home activities. The main drivers across categories follow health and wellness trends, which have been enhanced by the event of COVID-19. This is particularly notab...
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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.
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Consumer Health in Turkey
Euromonitor International
September 2022
List Of Contents And Tables
CONSUMER HEALTH IN TURKEY
EXECUTIVE SUMMARY
Consumer health in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2017-2022
Table 2 Life Expectancy at Birth 2017-2022
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2017-2022
Table 4 Sales of Consumer Health by Category: % Value Growth 2017-2022
Table 5 NBO Company Shares of Consumer Health: % Value 2018-2022
Table 6 LBN Brand Shares of Consumer Health: % Value 2019-2022
Table 7 Distribution of Consumer Health by Format: % Value 2017-2022
Table 8 Distribution of Consumer Health by Format and Category: % Value 2022
Table 9 Forecast Sales of Consumer Health by Category: Value 2022-2027
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2022-2027
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
2022 DEVELOPMENTS
Ongoing health and wellness trends inspire sporting activities, leading to higher incidences of injuries which benefit sales of analgesics
Longer life expectancy and older generations boost ongoing sales for analgesics
Under-the-counter sales of Rx products remain a challenge
PROSPECTS AND OPPORTUNITIES
Declining birth will limit growth in paediatric analgesics over the forecast period
Growing confidence in self-medication set to support overall sales
Health and wellness trends drive consumers to seek more natural remedies
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2017-2022
Table 12 Sales of Analgesics by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Analgesics: % Value 2018-2022
Table 14 LBN Brand Shares of Analgesics: % Value 2019-2022
Table 15 Forecast Sales of Analgesics by Category: Value 2022-2027
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2022-2027
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing precaution against COVID-19 and combination products driving sales
Increasing health-conscious consumers shift towards more natural products
Medicated confectionery remains popular, with a focus on natural ingredients
PROSPECTS AND OPPORTUNITIES
Digitalisation helps to create a more approachable image for brands
Herbal alternatives will continue to be popular across the category as a whole
The importance of e-commerce is expected to continue, but will not boom due to instant-demand factors
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2017-2022
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2022
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2022
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2022-2027
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2022-2027
DIGESTIVE REMEDIES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing high levels of stress continue to support demand for digestive remedies
The preference for traditional home-made digestive remedies continues to decrease
Dominant position of Bayer Türk Kimya Sanayi continues, thanks to high brand recognition
PROSPECTS AND OPPORTUNITIES
Probiotic packaged food will continue to pose a strong challenge, as consumers seek to improve their diets
Continued growth expected, with the biggest threat coming from Rx products
Convenience and efficacy are key factors to growth
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2017-2022
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Digestive Remedies: % Value 2018-2022
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2019-2022
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2022-2027
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2022-2027
DERMATOLOGICALS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales in hair loss treatments follow seasonal trends, but face rising competition from beauty and personal care hair care products
New product launches in dermatologicals continue, to meet ongoing demand
Increased focus on beauty and personal appearance following the pandemic helps to boost sales
PROSPECTS AND OPPORTUNITIES
Hair loss treatments will remain notable, with further new product developments expected
Ongoing positive performance for paediatric dermatologicals and nappy (diaper) rash treatments
Urban pollution and increased chemical usage will continue to drive demand for dermatologicals
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2017-2022
Table 30 Sales of Dermatologicals by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Dermatologicals: % Value 2018-2022
Table 32 LBN Brand Shares of Dermatologicals: % Value 2019-2022
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2019-2022
Table 34 Forecast Sales of Dermatologicals by Category: Value 2022-2027
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2022-2027
NRT SMOKING CESSATION AIDS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing health and wellness trends enhanced by COVID-19 continue to inspire smokers to quit
Rx smoking cessation aids pose the main competition to NRT variants
NRT gum continues to drive growth in NRT smoking cessation aids
PROSPECTS AND OPPORTUNITIES
Multinational companies continue to lead with their globally recognised brands
Lack of innovation in NRT smoking cessation aids will restrict growth
E-cigarettes seen as an emerging competitive threat
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2017-2022
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2017-2022
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2017-2022
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2018-2022
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2019-2022
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2022-2027
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2022-2027
SLEEP AIDS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sleep aids sees ongoing positive growth due to high levels of stress creating sleep disturbances
Sandoz maintains its strong lead as the competitive status quo remains unchanged
Pharmacists embrace e-commerce in omnichannel offerings
PROSPECTS AND OPPORTUNITIES
Increasing insomnia will support growth over the forecast period
Consumers steer away from potentially harmful Rx products in favour of "milder" OTC variants
No switches are foreseen
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2017-2022
Table 44 Sales of Sleep Aids: % Value Growth 2017-2022
Table 45 NBO Company Shares of Sleep Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Sleep Aids: % Value 2019-2022
Table 47 Forecast Sales of Sleep Aids: Value 2022-2027
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2022-2027
EYE CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rx eye care and vitamins and dietary supplements all pose rising competition to OTC eye care
Consumers demand easy-to-use products and preservative-free formulations
Bausch & Lomb maintains its lion's share lead with the Artelac Advanced brand
PROSPECTS AND OPPORTUNITIES
An increasing presence of sophisticated standard eye care products is expected
Aging population will support demand for standard eye care - as will screen-addicted youth
No switches are foreseen
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2017-2022
Table 50 Sales of Eye Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Eye Care: % Value 2018-2022
Table 52 LBN Brand Shares of Eye Care: % Value 2019-2022
Table 53 Forecast Sales of Eye Care by Category: Value 2022-2027
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2022-2027
WOUND CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to out-of-home activities supports wound care sales, due to higher incidence of minor injuries
Cartoon characters continue to attract children
Consumers increasingly demand additional and sophisticated features
PROSPECTS AND OPPORTUNITIES
Ongoing focus on fit and healthy lifestyles will continue to benefit sales of wound care
Different brands for different channels emerge, led by Honnes
Private labels expected to perform well over the forecast period.
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2017-2022
Table 56 Sales of Wound Care by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Wound Care: % Value 2018-2022
Table 58 LBN Brand Shares of Wound Care: % Value 2019-2022
Table 59 Forecast Sales of Wound Care by Category: Value 2022-2027
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2022-2027
VITAMINS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health and wellness trends enhanced by COVID-19 support sales of vitamins
Players continue to diversify their portfolios due to ongoing popularity of the category
New brands support growth in 2021/2022
PROSPECTS AND OPPORTUNITIES
Positive future growth is expected, driven by both busy lifestyles and health and wellness trends
Different formats will help to support growth
Healthier lifestyles and diets also pose a threat to vitamins
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2017-2022
Table 62 Sales of Vitamins by Category: % Value Growth 2017-2022
Table 63 Sales of Multivitamins by Positioning: % Value 2017-2022
Table 64 NBO Company Shares of Vitamins: % Value 2018-2022
Table 65 LBN Brand Shares of Vitamins: % Value 2019-2022
Table 66 Forecast Sales of Vitamins by Category: Value 2022-2027
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2022-2027
DIETARY SUPPLEMENTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health and wellness trends enhanced by COVID-19 support sales of dietary supplements
Players continue to diversify their portfolios, with collagen products a growing trend
Pure Encapsulations range perfectly meets health and wellness trends
PROSPECTS AND OPPORTUNITIES
Growing demand for dietary supplements with joint and beauty positioning
E-commerce will lead to further fragmentation within the category
Beauty and health industries are becoming increasingly integrated
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2017-2022
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2017-2022
Table 70 Sales of Dietary Supplements by Positioning: % Value 2017-2022
Table 71 NBO Company Shares of Dietary Supplements: % Value 2018-2022
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2019-2022
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2022-2027
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2022-2027
WEIGHT MANAGEMENT AND WELLBEING IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive performance supported by consumers wishing to lose weight post-pandemic
Seasonality observed in demand for weight management and wellbeing
Challenges to sales of weight management loom on the horizon
PROSPECTS AND OPPORTUNITIES
Strong online presence will be essential over the forecast period
Increasing use of weight loss apps used for players to engage with their customers
New product developments will be based on the latest weight loss trends
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2017-2022
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2017-2022
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2018-2022
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2019-2022
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2022-2027
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2022-2027
SPORTS NUTRITION IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sports nutrition rebounds with the reopening of gymnasiums and resumption of sporting activities
Sustainability and product origin play increasing roles in purchasing decisions
Fragmented competitive landscape led by international players
PROSPECTS AND OPPORTUNITIES
Convenience set to become a key driver alongside health and wellness trends
Migration towards more economical brands and formats expected
Higher consumer interest in outdoor activity is expected to continue
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2017-2022
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2017-2022
Table 83 NBO Company Shares of Sports Nutrition: % Value 2018-2022
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2019-2022
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2022-2027
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2022-2027
HERBAL/TRADITIONAL PRODUCTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers continue to embrace herbal/traditional products
Price-sensitive consumers seek value for money in a time of economic uncertainty
Popularity of black elderberry (Sambucus nigra) continues to boost sales
PROSPECTS AND OPPORTUNITIES
Long-term stable demand is expected, supported by ongoing health and wellness trends
Wellness trends and natural positioning to drive growth of herbal/traditional products
The competitive landscape is expected to become even more fragmented
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2017-2022
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2017-2022
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2018-2022
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2019-2022
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2022-2027
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2022-2027
PAEDIATRIC CONSUMER HEALTH IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for paediatric vitamins and dietary supplements continues
Natural remedies continue to grow in popularity, in line with overarching trends
Players continue to diversify their portfolios to meet rising consumer trends
PROSPECTS AND OPPORTUNITIES
Paediatric vitamins and dietary supplements expected to remain the most dynamic category
Trend towards natural products is expected to gain pace
Innovation in paediatric vitamins and dietary supplements set to drive sales
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2017-2022
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2017-2022
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2017-2022
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2018-2022
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2019-2022
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2022-2027
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2022-2027
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