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    The probiotic market in Turkey
    (Istanbul Commerce University, 2023) Bozkurt, Arzan Dilek; Tümbek Tekeoğlu, Aşkım Nurdan
    Many of today's health-focused initiatives are centred around the gut microbiome. A healthy gut microbiome has been proven to aid in the healthy functioning of the digestive system, strengthen the immune system, and maintain overall body health. Therefore, the development and use of microbiotic products are increasing rapidly, and Turkey has become an important market in this area. In order to define the dynamics of this market, determine its growth potential, and make predictions about the future of the sector, an in-depth case study was conducted based on an interview with industry cognoscenti Haydar Yılmaz. During the interview, topics such as the history and current state of the industry, growth potential, market trends, consumer behaviour, regulations, and competition were discussed. In addition, detailed information was gathered on the product ranges, production processes, and R&D activities of companies operating in the sector. This information provided an important resource for understanding the industry's current state and identifying future growth opportunities. In the study, the data obtained were analyzed using the narrative analysis method. As the importance of healthy ageing and gut health continues to grow, microbiome and probiotic products are expected to be used more in marketing strategies. The microbiota strategy can help companies prepare for the effects of the microbiome in both the short and long term.