Market Overview

The Turkey health and wellness market size was valued at USD 49.48 Billion in 2024 and is projected to reach USD 76.03 Billion by 2033. The market is expected to grow at a CAGR of 4.39% during the forecast period of 2025-2033. Growth is driven by rising demand for preventive medicine including functional and herbal supplements like immunity-enhancing probiotics, and rapid expansion of digital fitness and telemedicine services. Turkey is also emerging as a top medical tourism destination with affordable wellness checkups and thermal wellness retreats such as Turkish hammams. 

Study Assumption Years

• Base Year: 2024
• Historical Years: 2019-2024
• Forecast Period: 2025-2033

Turkey Health and Wellness Market Key Takeaways

• The Turkey health and wellness market size reached USD 49.48 Billion in 2024.
• The market is forecasted to grow at a CAGR of 4.39% through 2025-2033.
• By 2033, the market is expected to be worth USD 76.03 Billion.
• Revival of ancient Turkish wellness rituals such as hammams, regional medicinal herbs, and natural thermal springs boosts the market.
• Digital wellness and telehealth services are rapidly adopted across urban and rural Turkey.
• Functional nutrition rooted in traditional food culture is gaining popularity among millennials and Gen Z.
• Turkey is becoming a leading medical tourism hub focusing on low-cost wellness and aesthetics.

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Market Growth Factors

The Turkey health and wellness market is driven by the rise in demand for preventive medicine and growing awareness for functional and herbal supplements such as immunity-increasing probiotics and customary herbal formulas among consumers. People who increasingly prefer preventive health and wellness may further help drive the market during the forecast period.

Within Turkey, digital fitness and telemedicine services are rapidly growing. Many people in Ankara, Bursa, and Izmir can use online workout plans, virtual training, and psychological counseling with internet and mobile phones. Telemedicine is also used for provision of wellness services to rural customers, such as speaking to a nutritionist or psychologist. Wellness services are also integrated with Turkish wearable devices to monitor vitals, sleeping, and stress levels.

Another factor that is driving the market is the revival and modernization of customary therapeutic practices. Customary Turkish hammams have been transformed into modern spa and wellness centers, offering aromatherapy, body scrubbing, and mud baths. Wellness tourism is also popular in thermal spring resorts like Pamukkale, Yalova and Afyonkarahisar, where thermal spring spa and holistic treatments in the form of yoga, detox, dietary production, and education are offered in a culturally rich environment. This attracts domestic and international customers and supports wellness tourism.

Market Segmentation

Product Type Insights:

• Functional Foods and Beverages: This segment includes immunity-boosting probiotics, herbal supplements, and functional nutrition integrated with traditional food culture.
• Beauty and Personal Care Products: Covers wellness and beauty products rooted in regional herbal practices.
• Preventive and Personalized Medicinal Products: Encompasses customized medicinal offerings focusing on prevention and personalization.
• Others

Functionality Insights:

• Nutrition & Weight Management: Focuses on products and services that aid in managing nutrition and weight, often incorporating functional foods.
• Heart & Gut Health: Includes products targeting cardiovascular and digestive health.
• Immunity: Concentrates on supplements and treatments enhancing the immune system, especially through herbal and probiotic formulations.
• Bone Health
• Skin Health
• Others

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Regional Insights

The market report covers major Turkish regions including Marmara, Central Anatolia, Mediterranean, Aegean, Southeastern Anatolia, Black Sea, and Eastern Anatolia. Although the report does not specify the dominant region with precise market shares or CAGR values, the presence of transformed hammams and wellness complexes in Istanbul (Marmara region), Bursa (Marmara), and the Aegean coast underlines these areas as key growth hubs. The diversity of regional wellness offerings supports holistic retreats attracting domestic and international customers.

Recent Developments & News

In April 2025, Türkiye's Health Ministry announced plans to implement comprehensive reforms in medical tourism. The initiative aims to meet growing demand and expand service offerings, particularly emphasizing aesthetic procedures, which attract a significant number of international patients. This strategic move is expected to further position Turkey as a leading global destination for health and wellness tourism.

Competitive Landscape

The competitive landscape of the industry has also been examined along with the profiles of the key players.

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