Consumer Health in Turkey
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.
- 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
- Player’s 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
- Züber 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 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
- 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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