Select Country Report
Consumer Health in 2025: The big picture
Current value sales of consumer health rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target of 24%.
Key trends in 2025
The concept of ageing well remained highly relevant to Turkish consumers in 2025, driven by a steadily ageing population and growing interest in preventative health. However, a range of age groups in Turkey are seeking tailored health solutions. For instance, younger adults in urban areas tend to focus more on mobility and cognitive support, while older adults often prioritise chronic disease management and joint health. This shift is evident in the rising demand for supplements, herbal remedies, and wellness services in cities such as Istanbul and Ankara.
Competitive landscape
Bayer Türk Kimya Sanayi Ltd Sti was the leading company in overall consumer health in 2025, thanks to several key factors. Firstly, its strong portfolio of trusted brands, such as Supradyn, Redoxon, and Bepanthol, resonates with Turkish consumers seeking effective self-care solutions. Secondly, Bayer's significant investments in local production and research and development facilities in Turkey have enhanced its responsiveness and product availability. Additionally, the company's commitment to innovation and digitalisation have enabled the development of more personalised and accessible health products. Bayer's strategic focus on preventive health and consumer education further solidified its leadership position in Turkey.
Channel developments
Pharmacies continued to dominate sales of consumer health products in Turkey in 2025, thanks to their widespread availability, trusted reputation, and ability to offer professional guidance. In both large cities and smaller towns, consumers prefer pharmacies for personalised advice, particularly when selecting supplements or herbal remedies. Moreover, regulatory restrictions on online sales of certain OTC products reinforce the central role of physical pharmacies, and large pharmacies in neighbourhoods like Nisantasi or Kadiköy see consistent foot traffic.
What next for Consumer Health?
Current value sales of consumer health products are set to rise at a steady rate over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Turkey?
- Which are the leading brands in Consumer Health in Turkey?
- How are products distributed in Consumer Health in Turkey?
- How has the regulatory and operating environment for Consumer Health changed in Turkey?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Turkey
Consumer Health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2020-2025
Table 2 Life Expectancy at Birth 2020-2025
Table 3 Sales of Consumer Health by Category: Value 2020-2025
Table 4 Sales of Consumer Health by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Health: % Value 2021-2025
Table 6 LBN Brand Shares of Consumer Health: % Value 2022-2025
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2020-2025
Table 8 Distribution of Consumer Health by Format: % Value 2020-2025
Table 9 Distribution of Consumer Health by Format and Category: % Value 2025
Table 10 Forecast Sales of Consumer Health by Category: Value 2025-2030
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2025-2030
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Turkey
KEY DATA FINDINGS
Robust current value growth for analgesics in 2025 as inflation rate remains high
Sanli Ilac Sanayi remains the undisputed leader thanks to diverse portfolio
Pharmacies maintains dominance due to high density of outlets across the country
Analgesics will benefit from self-medication culture over the forecast period
Shrinking demography set to hamper growth in paediatric analgesics
Rising health awareness of side effects and dependency may lead to increased demand for natural alternatives
Table 12 Sales of Analgesics by Category: Value 2020-2025
Table 13 Sales of Analgesics by Category: % Value Growth 2020-2025
Table 14 NBO Company Shares of Analgesics: % Value 2021-2025
Table 15 LBN Brand Shares of Analgesics: % Value 2022-2025
Table 16 Forecast Sales of Analgesics by Category: Value 2025-2030
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2025-2030
Sleep Aids in Turkey
KEY DATA FINDINGS
Sleep aids benefits from ongoing socio-economic pressures in 2025
Sandoz Ilac ve Tic AS retains its lead thanks to consumer loyalty and widespread distribution
Pharmacies remains the dominant channel, but direct selling enjoys dynamic growth
Sleep aids set to benefit from increased levels of insomnia amongst the local population
Natural and herbal OTC sleep aids will continue to perform well in the years ahead
Prescription only regulations will limit growth of sleep aids over the forecast period
Table 18 Sales of Sleep Aids: Value 2020-2025
Table 19 Sales of Sleep Aids: % Value Growth 2020-2025
Table 20 NBO Company Shares of Sleep Aids: % Value 2021-2025
Table 21 LBN Brand Shares of Sleep Aids: % Value 2022-2025
Table 22 Forecast Sales of Sleep Aids: Value 2025-2030
Table 23 Forecast Sales of Sleep Aids: % Value Growth 2025-2030
Cough, Cold and Allergy (Hay Fever) Remedies in Turkey
KEY DATA FINDINGS
Robust current value growth for cough, cold and allergy (hay fever) remedies in 2025
Players who focus on traditional and natural healthcare solutions enjoy dynamic growth
Pharmacies maintain dominance, but e-commerce continues to gain traction
Consistent demand predicted for cough, cold and allergy (hay fever) remedies in the years ahead
Social media platforms will continue to drive product and brand awareness
Health and wellness trend set to continue apace
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025
Table 25 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025
Table 26 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2025
Table 27 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2022-2025
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2025-2030
Table 29 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2025-2030
Dermatologicals in Turkey
KEY DATA FINDINGS
Substantial increase in current value growth of dermatologicals in 2025
Bayer leads in 2025 thanks to strong brand recognition
Pharmacies continue to dominate the dermatologicals landscape
Growth predicted for dermatologicals over the forecast period
Innovation will focus on clinically-backed formulations
Holistic approach to baby care will lead to growth of nappy (diaper) rash treatments in the coming years
Table 30 Sales of Dermatologicals by Category: Value 2020-2025
Table 31 Sales of Dermatologicals by Category: % Value Growth 2020-2025
Table 32 NBO Company Shares of Dermatologicals: % Value 2021-2025
Table 33 LBN Brand Shares of Dermatologicals: % Value 2022-2025
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2022-2025
Table 35 Forecast Sales of Dermatologicals by Category: Value 2025-2030
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2025-2030
Digestive Remedies in Turkey
KEY DATA FINDINGS
Robust current value growth for digestive remedies in 2025
Bayer retains its dominance thanks to widespread use of flagship brands
Pharmacies leads sales thanks to high penetration levels across Turkey
Growth predicted for digestive remedies in the coming years
Fast-paced lifestyles set to boost consumption of easy-to-use digestive remedies
Functional foods may replace traditional digestive remedies in the years ahead
Table 37 Sales of Digestive Remedies by Category: Value 2020-2025
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2020-2025
Table 39 NBO Company Shares of Digestive Remedies: % Value 2021-2025
Table 40 LBN Brand Shares of Digestive Remedies: % Value 2022-2025
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2025-2030
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2025-2030
Eye Care in Turkey
KEY DATA FINDINGS
Substantial current value growth for eye care in Turkey in 2025
Bausch & Lomb dominates sales of eye care in Turkey with Artelac Advanced and Recugel
Pharmacies continues to dominate sales, but e-commerce sees ongoing growth
Ongoing growth will be driven by demand for products formulated to address eyestrain and dry eyes
Sophisticated formulations with added vitamins will gain traction in the years ahead
Sales of OTC eye care may be limited by lack of regulatory change
Table 43 Sales of Eye Care by Category: Value 2020-2025
Table 44 Sales of Eye Care by Category: % Value Growth 2020-2025
Table 45 NBO Company Shares of Eye Care: % Value 2021-2025
Table 46 LBN Brand Shares of Eye Care: % Value 2022-2025
Table 47 Forecast Sales of Eye Care by Category: Value 2025-2030
Table 48 Forecast Sales of Eye Care by Category: % Value Growth 2025-2030
NRT Smoking Cessation Aids in Turkey
KEY DATA FINDINGS
Robust growth for NRT smoking cessation aids in 2025
GlaxoSmithKline continues its leadership with the well-known Nicotinell brand
Pharmacies retains its dominance, but e-commerce slowly gains traction
Optimistic outlook for NRT smoking cessation aids as increasing numbers of consumers seek to quit smoking
Innovation will be required to maintain steady growth
Illicit e-cigarettes pose an ongoing threat to NRT smoking cessation aids
Table 49 Number of Smokers by Gender 2020-2025
Table 50 Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025
Table 51 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025
Table 52 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2021-2025
Table 53 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2022-2025
Table 54 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2025-2030
Table 55 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2025-2030
Wound Care in Turkey
KEY DATA FINDINGS
Robust current value growth for wound care in Turkey in 2025
Betasan AS leads thanks to broad product range and prevalence across retail channels and institutions
Pharmacies dominates retail distribution landscape for wound care in Turkey
Growth predicted for wound care in the years ahead
Added-value features will shape product innovation over the forecast period
Ageing demographic will sustain sales of specialist products
Table 56 Sales of Wound Care by Category: Value 2020-2025
Table 57 Sales of Wound Care by Category: % Value Growth 2020-2025
Table 58 NBO Company Shares of Wound Care: % Value 2021-2025
Table 59 LBN Brand Shares of Wound Care: % Value 2022-2025
Table 60 Forecast Sales of Wound Care by Category: Value 2025-2030
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2025-2030
Sports Nutrition in Turkey
KEY DATA FINDINGS
Popularity of fitness culture drives growth in sports nutrition in 2025
Alterna Gida leads sales while Migros Ticaret AS enjoys dynamic growth
Health and personal care stores leads distribution, while e-commerce gains further traction
Health and fitness trends will continue to drive demand for sports nutrition in the coming years
Product innovation will aim to captialise on demand for convenience
Clean label and sustainable brands may benefit from greater awareness of responsible consumption
Table 62 Sales of Sports Nutrition by Category: Value 2020-2025
Table 63 Sales of Sports Nutrition by Category: % Value Growth 2020-2025
Table 64 NBO Company Shares of Sports Nutrition: % Value 2021-2025
Table 65 LBN Brand Shares of Sports Nutrition: % Value 2022-2025
Table 66 Forecast Sales of Sports Nutrition by Category: Value 2025-2030
Table 67 Forecast Sales of Sports Nutrition by Category: % Value Growth 2025-2030
Dietary Supplements in Turkey
KEY DATA FINDINGS
Demand fuelled by condition-specific and functional supplements
Solgar retains strong lead in dietary supplements
Pharmacies remains the leading channel while e-commerce enjoys dynamic growth
Health awareness and desire for longevity will continue to foster category growth
Product innovation will focus on anti-ageing formulas
Sustainability, tradition, and innovation drive Turkey’s supplement industry expansion
Table 68 Sales of Dietary Supplements by Category: Value 2020-2025
Table 69 Sales of Dietary Supplements by Category: % Value Growth 2020-2025
Table 70 Sales of Dietary Supplements by Positioning: % Value 2020-2025
Table 71 NBO Company Shares of Dietary Supplements: % Value 2021-2025
Table 72 LBN Brand Shares of Dietary Supplements: % Value 2022-2025
Table 73 Forecast Sales of Dietary Supplements by Category: Value 2025-2030
Table 74 Forecast Sales of Dietary Supplements by Category: % Value Growth 2025-2030
Vitamins in Turkey
KEY DATA FINDINGS
Significant current value growth for vitamins reflects persistently high inflation
Bayer AG leads with solid reputation, diverse portfolio and widespread distribution
Pharmacies dominates the distribution landscape once more
Fast-paced lifestyles will benefit sales of vitamins over the forecast period
Innovative formats and formulations will benefit the category
Preventative health initiatives will boost sales in the years ahead
Table 75 Sales of Vitamins by Category: Value 2020-2025
Table 76 Sales of Vitamins by Category: % Value Growth 2020-2025
Table 77 Sales of Multivitamins by Positioning: % Value 2020-2025
Table 78 NBO Company Shares of Vitamins: % Value 2021-2025
Table 79 LBN Brand Shares of Vitamins: % Value 2022-2025
Table 80 Forecast Sales of Vitamins by Category: Value 2025-2030
Table 81 Forecast Sales of Vitamins by Category: % Value Growth 2025-2030
Weight Management and Wellbeing in Turkey
KEY DATA FINDINGS
Wellness trend and innovation drive growth in weight management and wellbeing in 2025
Herbalife Nutrition maintains its solid category lead
Direct selling remains the leading distribution channel, while e-commerce continues to gain traction
Body and health awareness will shape weight management and wellbeing landscape in the years ahead
Technology, e-commerce and mobile apps will boost consumer interest over the forecast period
New product development will take into account the popularity of intermittent fasting and keto diets
Table 82 Sales of Weight Management and Wellbeing by Category: Value 2020-2025
Table 83 Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025
Table 84 NBO Company Shares of Weight Management and Wellbeing: % Value 2021-2025
Table 85 LBN Brand Shares of Weight Management and Wellbeing: % Value 2022-2025
Table 86 Forecast Sales of Weight Management and Wellbeing by Category: Value 2025-2030
Table 87 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2025-2030
Herbal/Traditional Products in Turkey
KEY DATA FINDINGS
Demand for herbal/traditional products continues to grow in 2025
iHealth Lab Inc leads sales in 2025 with the Sambucol brand
Pharmacies dominates category sales while e-commerce continues to gain momentum
Clinical backing will help support category growth
Cross-category expansion likely to accelerate in the coming years
Desire to limit unwanted side-effects will benefit the category
Table 88 Sales of Herbal/Traditional Products by Category: Value 2020-2025
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2021-2025
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2022-2025
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2025-2030
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2025-2030
Paediatric Consumer Health in Turkey
KEY DATA FINDINGS
Parental confidence and professional endorsement boost paediatric consumer health in 2025
Bayer leads paediatric consumer health in Turkey with trusted Bepanthen brand
Pharmacies leads paediatric consumer health sales while e-commerce gains further momentum
Preventive care and child-friendly formats will fuel growth in paediatric consumer health
Portfolio diversification and technical advances will support category growth in the coming years
Demand for natural ingredients such to rise
Table 94 Sales of Paediatric Consumer Health by Category: Value 2020-2025
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2021-2025
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2022-2025
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2025-2030
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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-
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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-
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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-
- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
-
- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
-
- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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