Burak Kiroglu: HygieneShield appliances, a part of a safe household in the new normal

Burak Kiroglu, general manager of Beko Balkans, "Beko has introduced a new line of HygieneShield products to the market, designed to already have disinfection programs built in to make the transition to the new normal safe and carefree for the modern consumer."
Beko is international home appliance brand that operates within the "Arcelik" group and has existed for more than 60 years, and is the leading European brand in the field of white goods. The company's headquarters for the Balkans have been located in Serbia since 2015, and until today, thanks primarily to its innovative technology and listening to market needs, the company's market share has increased from the initial 8% to 20% in 2020. "This growth speaks in favor of the fact that Beko is the fastest growing brand of white goods in Serbia, but also in Europe, and justifies its leadership position on a daily basis with global initiatives and involvement in locally relevant campaigns dedicated to improving health and promoting healthy lifestyles. Beko is also conducting relevant studies in order to better understand the needs of consumers and create innovative solutions in the field of white goods, thus staying the ally one can rely on any time", added Mr. Kiroglu.
An extensive study conducted for Beko by the marketing agency Gfk across 31 markets last year, showed the impact of the pandemic on people's everyday life - as many as 70% of respondents stopped going to the office and organized their workplace, including all accompanying activities, within their home, while 83% of them have changed their shopping habits. World trends that show that people, after the initial surprise, turned to arranging their living space and raising the level of hygiene, have not bypassed Serbia either, and the same...