ISTANBUL – Anadolu Agency
Home appliance sales exploded in Turkey last year amid the coronavirus pandemic as people tracked stay-at-home orders with lockdowns and social distancing.
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Turkey has seen an increase of more than 300% in domestic sales of household appliances such as electronic bread makers, hairdryers, shaving sets, yogurt makers and scales, chairman Anadolu Mesut Öksüz told of the Turkish Household Goods Association (Zucder). Agency.
Personal care and kitchen appliances were the most popular items over the past year, he said.
Forced to stay at home, people took up new hobbies like baking bread.
With the closing of barber shops and spas, people began to purchase personal care items for grooming.
Noting that sales have shifted to online platforms, ksüz said, companies initially struggled to meet growing demand.
“We solved the supply problem in a short time that arose due to disruption in imports,” he noted.
On the overseas sales side, he said Turkey’s home appliance sector generated $ 831 million in export revenue last year.
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Turkey is the world’s 12th largest exporter of household appliances and the 40th largest importer, he added.
“This shows the power of domestic production, as the sector has recorded more than $ 600 million in foreign trade surplus since 2008,” he said, adding that this figure had risen to $ 720 million in 2020.
While Turkey’s household appliance exports remained stable in 2019 compared to a year ago, they fell 16% year-on-year in 2020.
Vacuum cleaners, shaving, haircutting and waxing devices, irons, hairdryers and water heaters have generated strong demand from abroad last year, ksüz said.
Pointing out that Turkish home appliance manufacturers have a large export market of 170 countries, Oksuz said that UK, France, Germany, Russia, Italy, Poland, Greece, countries -Bas, Spain and Romania were the main recipients of electrical devices made in Turkey.
Addressing the industry’s expectations for the coming years, he stressed the need to remove the tax burden on electrical appliances to stimulate domestic consumer demand.
“The special consumption tax on personal care appliances and household appliances should be lifted as their use is compulsory in daily life and they cannot be considered luxury,” Oksuz noted.