Consumer Health in Turkey
Consumer health in 2024: The big picture
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
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
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Summary 1 Research Sources
Analgesics in Turkey
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
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
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
Sleep Aids in Turkey
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
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
Table 18 Sales of Sleep Aids: Value 2019-2024
Table 19 Sales of Sleep Aids: % Value Growth 2019-2024
Table 20 NBO Company Shares of Sleep Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Sleep Aids: % Value 2021-2024
Table 22 Forecast Sales of Sleep Aids: Value 2024-2029
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2024-2029
Cough, Cold and Allergy (Hay Fever) Remedies in Turkey
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
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
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
Dermatologicals in Turkey
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
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
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
Digestive Remedies in Turkey
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
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
Table 37 Sales of Digestive Remedies by Category: Value 2019-2024
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
Eye Care in Turkey
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
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
Table 43 Sales of Eye Care by Category: Value 2019-2024
Table 44 Sales of Eye Care by Category: % Value Growth 2019-2024
Table 45 NBO Company Shares of Eye Care: % Value 2020-2024
Table 46 LBN Brand Shares of Eye Care: % Value 2021-2024
Table 47 Forecast Sales of Eye Care by Category: Value 2024-2029
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029
NRT Smoking Cessation Aids in Turkey
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
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
Table 49 Number of Smokers by Gender 2019-2024
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029
Wound Care in Turkey
The interest in health and activities boosts sales of wound care in Turkey
Private label performs well as affordability impacts the purchasing decisions
Player’s launch added-value items to align with consumer demands
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
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
Sports Nutrition in Turkey
The consumer group for sports nutrition widens, supporting sales
Migration towards more economical products, brands and formats
Züber remains a consumer favourite, extending its lead in 2024
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
Table 62 Sales of Sports Nutrition by Category: Value 2019-2024
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 64 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
Dietary Supplements in Turkey
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
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
Table 68 Sales of Dietary Supplements by Category: Value 2019-2024
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 70 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 71 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
Vitamins in Turkey
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
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
Table 75 Sales of Vitamins by Category: Value 2019-2024
Table 76 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 77 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 78 NBO Company Shares of Vitamins: % Value 2020-2024
Table 79 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 80 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
Weight Management and Wellbeing in Turkey
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
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
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
Herbal/Traditional Products in Turkey
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
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
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
Rising interest in children’s 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
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
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