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Healthier indulgence and clean labels underpin health and wellness expansion
Health and wellness in Turkey continued to develop in 2024, supported by a strengthening consumer focus on diet quality and prevention-led wellness, even as inflation and high food prices reinforced a value for money mindset. Across packaged food and beverages, health-driven demand increasingly centred on reducing sugar intake, avoiding artificial additives and choosing products that deliver clearer functional benefits. This supported strong momentum for claims linked to naturalness, functional nutrition and dietary and free from needs, while also encouraging brands to reformulate and diversify portfolios in line with clean label expectations. At the same time, consumer behaviour remained pragmatic, with many households balancing healthier choices against affordability, driving heightened reliance on discounters, price promotions and private label, even within health and wellness segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Turkey with research from Euromonitor International's team of analysts.
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 a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Turkey?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Turkey?
- Which are the leading brands in Health and Wellness in Turkey?
- How are products distributed in Health and Wellness in Turkey?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Turkey
Healthier indulgence and clean labels underpin health and wellness expansion
Sugar reduction becomes mainstream as health concerns intensify
Natural and functional positioning gains credibility through clean label and fortified benefits
Value-led wellness, specialised nutrition and plant-based diversification to shape future growth
HW Hot Drinks in Turkey
KEY DATA FINDINGS
No sugar hot drinks surge as consumers rethink indulgence through healthier routines
Premiumisation meets wellness as Turkish consumers upgrade hot drink routines without excess
Traditional tea culture supports natural positioning, while herbal blends add modern wellness appeal
Cutting sugar becomes a mainstream expectation, reshaping the role of powder drinks and instant mixes
Functional wellness and café-inspired premiumisation will shape the next phase of hot drinks growth
Natural tea will remain resilient, strengthened by cleaner labels and broader herbal innovation
No sugar will keep expanding, supported by sugar avoidance but challenged by premium fresh coffee migration
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Turkey
KEY DATA FINDINGS
Natural hydration and functional refreshment accelerate as consumers trade away from “traditional” carbonates
Functional bottled water moves mainstream, reshaping refreshment choices in a high-inflation environment
Natural positioning becomes the default “health cue”, led by bottled water and cleaner-label reformulation
Mineral content acts as a tangible proof-point, reinforcing bottled water’s premiumisation and domestic trust
Energy, hydration and cleaner sweetness will define the next phase of soft drinks growth
Natural should keep rising, anchored in bottled water, but will increasingly overlap with functional and low-sugar positioning
Good source of minerals is likely to strengthen further as consumers prioritise credible, everyday functional benefits
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Turkey
KEY DATA FINDINGS
Health and wellness innovation accelerates after the pandemic
Free from and plant-based launches reflect shifting consumer expectations
Natural maintains its lead as clean-label preferences strengthen
Regulatory support expands access to free from gluten snacks
Healthier savoury options gain relevance as consumers reduce fat intake
Natural growth accelerates as guilt-free snacking becomes mainstream
Free from gluten benefits from availability gains and rising consumer awareness
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Turkey
KEY DATA FINDINGS
Health-led innovation continues, but affordability shapes purchasing decisions
Traditional and emerging health cues shape category direction
Good source of minerals supports credibility in core dairy categories
Low fat and free from lactose gain relevance as consumers refine dietary choices
Value for money will remain central as health-led diversification continues
Good source of minerals expected to benefit from stronger demand for fortified dairy
Low fat expected to remain stable as lactose-free expands further
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Turkey
KEY DATA FINDINGS
Clean label positioning strengthens across cooking ingredients and meals
Functional benefits and traditional ingredients shape innovation
Natural drives value growth as olive oil and spreads gain visibility
Vegetarian expands in sauces and condiments as flexitarian habits spread
Clean label, functionality and sustainability influence future product direction
Natural is set to dominate as trust and transparency become non-negotiable
Vegetarian growth to accelerate as plant-based options become mainstream
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Turkey
KEY DATA FINDINGS
Health-focused staple foods remain resilient despite cost pressures
Granola and fibre-rich cereals benefit from evolving breakfast habits
Gluten free gains visibility through regulation and expanded local production
Natural supports demand for artisanal and traditional bread formats
Value for money and healthier positioning will shape innovation
Gluten free staple foods set to expand as awareness and access improve
Natural staple foods supported by reformulation and parental concerns
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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