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Turkey dermatologicals market: Biota Laboratuvarlari the leading player with 20% value share
Dermatologicals in Turkey - a new market research report on 2014-03-14 23:09:01
In 2012, Biota Laboratuvarlari held the leading position in the Turkey dermatologicals market with a 20% value share. The company also registered the highest increase in value share in the category as its value share increased by six percentage points from 2011. This was the result of two new product launches, namely Bioxcinim serum and Profein anti-hair loss shampoo. Bioxcinim serum competes directly with Minoxil serum by DG Pharma, the company which recorded the highest decline in value sales in dermatologicals in 2012 as the Minoxil brand lost value for the first time since its launch in 2009.
Dermatologicals increased in value by 21% in 2012, a higher rate of growth than the 14% current value CAGR recorded in the category over the entire review period. Much of this growth was stimulated by rising marketing and promotional activities among the leading companies active in hair loss treatment and paediatric dermatologicals.
One of the main channels for the promotion of dermatologicals in Turkey is recommendations from physicians and these recommendations are increasingly being used to boost product awareness among dermatologists and paediatricians as well as pharmacists, who in turn tend to inform their customers about the best options available to them in terms of products and options. The leading companies in dermatologicals therefore tend to combine sales visits to physicians with clinical trials and product tests as well as product promotions through magazines, company websites and social media platforms.
Dermatologicals is expected to increase in constant value at a CAGR of 7% over the forecast period. Rising health awareness among Turkish consumers and the successful marketing activities of the category´s leading manufacturers are set to be the main factors stimulating growth in sales of dermatologicals over the forecast period.
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