"Calming and Sleeping in Turkey" now available at Fast Market Research

According to trade sources, one out of two adults suffers from sleeping problems, and one out of five adults has anxiety problems in large cities in Turkey. Turkish adults increasingly demand sleeping products due to the hectic lifestyles within urban areas. In cases of mild insomnia and anxiety, consumers usually prefer herbal teas, such as hibiscus and chamomile, as well as herbal/traditional calming and sleeping products, such as those including valerian root and passiflora extracts, due to fewer side-effects compared with Rx products. For strong anxiety, sales of prescription calming and sleeping drugs such as mild antidepressants are quite common in Turkey, as the State Social Security reimburses them.

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Competitive Landscape

Sandoz Ilac ve Tic AS leads calming and sleeping with a 58% value share in 2014. Nevertheless, the company’s share is decreasing in 2014 due to the increasing competitive pressure from the companies such as Farmavita Ilac, Nobel Ilac, and Matriks Ilac. Nevertheless, the company holds the leading position within calming and sleeping due to the strong brand awareness of its Sandoz Passiflora brand.

Industry Prospects

Over the forecast period, calming and sleeping in Turkey is expected to register a value CAGR of 3%, which is significantly higher than the negative review period constant CAGR of 4%. The main factor that will fuel the growth of calming and sleeping is the ongoing urbanisation in Turkey. Over the forecast period, more and more people are expected to experience hectic lifestyles within urban areas, which will increase the demand for calming and sleeping products. Additionally, the new OTC regulation that is expected to be enacted in 2015-2016 will further boost the growth of the category as new switches from Rx to OTC are expected over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Calming and Sleeping industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Calming and Sleeping industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Calming and Sleeping in Turkey market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country



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