Product Code: CHTR
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Consumer health in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer health?
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2016-2021
Table 2 Life Expectancy at Birth 2016-2021
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2016-2021
Table 4 Sales of Consumer Health by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Health: % Value 2017-2021
Table 6 LBN Brand Shares of Consumer Health: % Value 2018-2021
Table 7 Distribution of Consumer Health by Format: % Value 2016-2021
Table 8 Distribution of Consumer Health by Format and Category: % Value 2021
Table 9 Forecast Sales of Consumer Health by Category: Value 2021-2026
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2021-2026
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
2021 DEVELOPMENTS
Strong demand persists for analgesics to treat COVID-19 symptoms
Increased consumer participation in sport and exercise tempered by pandemic restrictions
Bayer remains dominant, but local player Sanli Ilac Sanayi is launching innovative products
PROSPECTS AND OPPORTUNITIES
Lingering COVID-19 threat will continue to support demand growth
An ageing population will have a positive impact on demand
Declining fertility rate will undermine demand for paediatric analgesics
CATEGORY DATA
Table 11 Sales of Analgesics by Category: Value 2016-2021
Table 12 Sales of Analgesics by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Analgesics: % Value 2017-2021
Table 14 LBN Brand Shares of Analgesics: % Value 2018-2021
Table 15 Forecast Sales of Analgesics by Category: Value 2021-2026
Table 16 Forecast Sales of Analgesics by Category: % Value Growth 2021-2026
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strong demand for medicated confectionery offerings that claim to boost immune system functioning
Commonly used to treat COVID-19 symptoms, demand for decongestants remains strong
New herbal cough remedy well received by local consumers
PROSPECTS AND OPPORTUNITIES
COVID-19 is likely to become endemic
Locally developed nasal spray shows promise in the fight against COVID-19
Consumers to shift towards more natural products
CATEGORY DATA
Table 17 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2016-2021
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2021
Table 20 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2018-2021
Table 21 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2021-2026
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2021-2026
DIGESTIVE REMEDIES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Stress related to COVID-19 leads to an increase in digestive problems
Home-made digestive remedies are gradually falling out of favour
Pandemic leads local consumers to stick with leader Bayer Turk's trusted brands
PROSPECTS AND OPPORTUNITIES
Increased demand for probiotics will negatively affect digestive remedies
RX reimbursement will continue to limit demand for OTC digestive remedies
Parents will switch from traditional home-made preparations to paediatric offerings in growing numbers
CATEGORY DATA
Table 23 Sales of Digestive Remedies by Category: Value 2016-2021
Table 24 Sales of Digestive Remedies by Category: % Value Growth 2016-2021
Table 25 NBO Company Shares of Digestive Remedies: % Value 2017-2021
Table 26 LBN Brand Shares of Digestive Remedies: % Value 2018-2021
Table 27 Forecast Sales of Digestive Remedies by Category: Value 2021-2026
Table 28 Forecast Sales of Digestive Remedies by Category: % Value Growth 2021-2026
DERMATOLOGICALS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic stress leads to increase in dermatological problems
Dermatological hair loss treatments face increased competition from beauty and personal care offerings
Expanscience benefits from strong presence in paediatric dermatologicals and nappy (diaper) rash treatments
PROSPECTS AND OPPORTUNITIES
An ageing society will boost demand for dermatologicals
Family size is shrinking, but parents are becoming more educated and spending more on their children
New product development will focus on added-value offerings
CATEGORY DATA
Table 29 Sales of Dermatologicals by Category: Value 2016-2021
Table 30 Sales of Dermatologicals by Category: % Value Growth 2016-2021
Table 31 NBO Company Shares of Dermatologicals: % Value 2017-2021
Table 32 LBN Brand Shares of Dermatologicals: % Value 2018-2021
Table 33 LBN Brand Shares of Hair Loss Treatments: % Value 2018-2021
Table 34 Forecast Sales of Dermatologicals by Category: Value 2021-2026
Table 35 Forecast Sales of Dermatologicals by Category: % Value Growth 2021-2026
NRT SMOKING CESSATION AIDS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Thanks to the pandemic, the number of smokers who want to quit is increasing
Rx smoking cessation aids remain the main competitive threat to NRT gum
Nicotinell and Nicorette remain dominant
PROSPECTS AND OPPORTUNITIES
COVID-19 will continue to have a positive effect on demand
Smokers who want to quit will increasingly seek professional help
Although illegal, electronic cigarettes represent a growing competitive threat to NRT smoking cessation aids
CATEGORY INDICATORS
Table 36 Number of Smokers by Gender 2016-2021
CATEGORY DATA
Table 37 Sales of NRT Smoking Cessation Aids by Category: Value 2016-2021
Table 38 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2016-2021
Table 39 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2017-2021
Table 40 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2018-2021
Table 41 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2021-2026
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2021-2026
SLEEP AIDS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Anxieties provoked by pandemic underpins demand growth for sleep aids
Increased screen time is also contributing to an increase in insomnia
Leader Sandoz enjoys significant marketing and distribution advantages over its smaller rivals
PROSPECTS AND OPPORTUNITIES
COVID-19, high levels of screen use and an ageing population will support demand growth
Rise of e-commerce will pose a marketing conundrum for manufacturers
A growing number of local consumers will seek to change their lifestyle and dietary habits in an effort to sleep better
CATEGORY DATA
Table 43 Sales of Sleep Aids: Value 2016-2021
Table 44 Sales of Sleep Aids: % Value Growth 2016-2021
Table 45 NBO Company Shares of Sleep Aids: % Value 2017-2021
Table 46 LBN Brand Shares of Sleep Aids: % Value 2018-2021
Table 47 Forecast Sales of Sleep Aids: Value 2021-2026
Table 48 Forecast Sales of Sleep Aids: % Value Growth 2021-2026
EYE CARE IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lockdown leads to more screen time, accelerating demand growth for eye drops
Easy-to-use formats like eye lid sprays are growing in popularity
Price competition remains limited
PROSPECTS AND OPPORTUNITIES
Increased screen use and an ageing population will be key growth drivers
Consumer interest in preventative eye care is set to grow
Convenient products that provide fast results will increasingly find favour with local consumers
CATEGORY DATA
Table 49 Sales of Eye Care by Category: Value 2016-2021
Table 50 Sales of Eye Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Eye Care: % Value 2017-2021
Table 52 LBN Brand Shares of Eye Care: % Value 2018-2021
Table 53 Forecast Sales of Eye Care by Category: Value 2021-2026
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2021-2026
WOUND CARE IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
With COVID-19 restrictions set to ease, minor injuries will increase
Cartoon characters continue to attract children
Competitive prices helps Betasan AS stay on top
PROSPECTS AND OPPORTUNITIES
An ageing population will support accelerated growth in retail volume sales
Consumers will increasingly be prepared to pay more for value-added features
Smart bandages could help to accelerate the rate of growth in retail constant value sales
CATEGORY DATA
Table 55 Sales of Wound Care by Category: Value 2016-2021
Table 56 Sales of Wound Care by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Wound Care: % Value 2017-2021
Table 58 LBN Brand Shares of Wound Care: % Value 2018-2021
Table 59 Forecast Sales of Wound Care by Category: Value 2021-2026
Table 60 Forecast Sales of Wound Care by Category: % Value Growth 2021-2026
VITAMINS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 buoys demand, particularly vitamins A and D
COVID-19 helps to drive vigorous new product development
Multivitamins are increasingly targeting age and gender-specific groups
PROSPECTS AND OPPORTUNITIES
Strong growth in demand for vitamins will be supported by COVID-19 concerns and an ageing population
Different formats will support growth
Grey market and counterfeit products could impede the growth of e-commerce
CATEGORY DATA
Table 61 Sales of Vitamins by Category: Value 2016-2021
Table 62 Sales of Vitamins by Category: % Value Growth 2016-2021
Table 63 Sales of Multivitamins by Positioning: % Value 2016-2021
Table 64 NBO Company Shares of Vitamins: % Value 2017-2021
Table 65 LBN Brand Shares of Vitamins: % Value 2018-2021
Table 66 Forecast Sales of Vitamins by Category: Value 2021-2026
Table 67 Forecast Sales of Vitamins by Category: % Value Growth 2021-2026
DIETARY SUPPLEMENTS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 continues to support growth in retail current value sales - but at a much slower rate than in 2020
Collagen continues grows in popularity due to increased consumer interest in both personal appearance and health and wellbeing
Leader Solgar benefits from the exit of GNC
PROSPECTS AND OPPORTUNITIES
Heightened consumer interest in preventative healthcare appears set to outlast the pandemic
Increased emphasis on preventive healthcare will boost demand
Paediatric dietary supplements will continue to perform strongly
CATEGORY DATA
Table 68 Sales of Dietary Supplements by Category: Value 2016-2021
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2016-2021
Table 70 Sales of Dietary Supplements by Positioning: % Value 2016-2021
Table 71 NBO Company Shares of Dietary Supplements: % Value 2017-2021
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2018-2021
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2021-2026
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2021-2026
WEIGHT MANAGEMENT AND WELLBEING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
More consumers turn towards alternatives to weight management and wellbeing
Bulging waistlines support demand
Trusted international brands dominate
PROSPECTS AND OPPORTUNITIES
Increased female labour force participation and social media use will drive demand growth
Trend towards healthy leaving is expected to increase
E-commerce will continue to gain ground on direct selling
CATEGORY DATA
Table 75 Sales of Weight Management and Wellbeing by Category: Value 2016-2021
Table 76 Sales of Weight Management and Wellbeing by Category: % Value Growth 2016-2021
Table 77 NBO Company Shares of Weight Management and Wellbeing: % Value 2017-2021
Table 78 LBN Brand Shares of Weight Management and Wellbeing: % Value 2018-2021
Table 79 Forecast Sales of Weight Management and Wellbeing by Category: Value 2021-2026
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2021-2026
SPORTS NUTRITION IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 continues to weigh heavily on demand
Seeking a leaner, more toned look, some high-income consumers turn to fat burners
Alterna Gida Sanayi Pazarlama's overtakes Glanbia on the back of the surging popularity of its Zuber brand in protein/energy bars
PROSPECTS AND OPPORTUNITIES
Protein/energy bars will remain the main growth driver
E-commerce poised to overtake vitamins and dietary supplements specialist retailers
Sustainability and product origin is expected to play an increased role in purchasing decisions
CATEGORY DATA
Table 81 Sales of Sports Nutrition by Category: Value 2016-2021
Table 82 Sales of Sports Nutrition by Category: % Value Growth 2016-2021
Table 83 NBO Company Shares of Sports Nutrition: % Value 2017-2021
Table 84 LBN Brand Shares of Sports Nutrition: % Value 2018-2021
Table 85 Forecast Sales of Sports Nutrition by Category: Value 2021-2026
Table 86 Forecast Sales of Sports Nutrition by Category: % Value Growth 2021-2026
HERBAL/TRADITIONAL PRODUCTS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Having surged due to COVID-19 in 2020, retail constant value sales will stabilise during 2021
Products that boost immune system functioning in particularly strong demand
Manufacturers increasingly substitute natural ingredients for synthetic ones
PROSPECTS AND OPPORTUNITIES
Shift to more natural options bodes well for herbal/traditional products
As the economic shock of the pandemic lingers, many consumers will remain very price sensitive
Manufacturers will pay more attention to herbal/traditional offerings
CATEGORY DATA
Table 87 Sales of Herbal/Traditional Products by Category: Value 2016-2021
Table 88 Sales of Herbal/Traditional Products by Category: % Value Growth 2016-2021
Table 89 NBO Company Shares of Herbal/Traditional Products: % Value 2017-2021
Table 90 LBN Brand Shares of Herbal/Traditional Products: % Value 2018-2021
Table 91 Forecast Sales of Herbal/Traditional Products by Category: Value 2021-2026
Table 92 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2021-2026
PAEDIATRIC CONSUMER HEALTH IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 continues to support demand growth
Turkish parents are now more educated with regard to the potential benefits of paediatric consumer health
Strong growth encourages vigorous new product development
PROSPECTS AND OPPORTUNITIES
With COVID-19 set to become endemic, preventative healthcare will continue to grow in popularity
Consumer concern regarding hormonal disrupters will continue to boost demand herbal/traditional offerings in paediatric dermatologicals
E-commerce will continue to gain ground on chemists/pharmacies
CATEGORY DATA
Table 93 Sales of Paediatric Consumer Health by Category: Value 2016-2021
Table 94 Sales of Paediatric Consumer Health by Category: % Value Growth 2016-2021
Table 95 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2016-2021
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2017-2021
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2018-2021
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2021-2026
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2021-2026
