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