The coronavirus crisis has highlighted the weaknesses of the modern supply chain. As ERAI Turkey, we have previously studied the effects of the global epidemic Covid-19 into different categories in Turkey, analyzed consumer behaviour through digital interaction and the impact of the epidemic in general. We tried to show the first-time experienced changes in Turkey. By repeating our analysis, we examined the effect of the outbreak on the categories over a more extended time and trends in supply chains during Covid-19 in Turkey. With this article, we have evaluated and showed the changes in the existing categories with additional data.
Some notes about life at home, social life and Professional life:
In April, consumers went beyond food shopping and gave importance to having a better time at home. For this reason, they made investments to improve home life such as decorative items and new kitchen appliances. In order to evaluate the extra time spent at home, we have increasingly observed that the tendency is turning to hobby products, online education, internet TV.
In April, many common areas were avoided during curfews because of the rapidly increasing number of cases and deaths. Demand for consumer services such as restaurants and hotels linked to social life has dropped, and social life has almost come to a halt after restrictions.
In addition to the slowdown in the service sector, trade has slowed down and shifted to the digital environment with limitations. At this point, industries and companies that were not ready or could not make this transition were poorly affected. Besides, the demand for businesses in the transportation area has come to a halt due to the reduced mobility after the restriction of entry and exit to large cities.
Distance learning / Online training – remote working apps
As we mentioned in our previous article, The Rising Industries after Covid-19 in Turkey, the fastest rise was seen in distance learning, online training and remote working apps. The demand for distance education and video chat software, including platforms such as Skype, Zoom and EBA, continued in April and May as well.
The trend, which started in the second week of March with the closure of gyms and health concerns, continued to strengthen in April. With the campaigns added to social distancing and health concerns, we think that new users will continue to focus on sports/fitness apps.
Local supermarket chains
National market chains, which are among the categories with the highest positively affected in March, continued the rapid increase in demand observed after the shift of food shopping to online shopping. Although the positive effects on demand, especially with the month of Ramadan in April-May, as of June, the extra demand in the sector is towards the return to normal.
Hobby products – box games
The hobby category was among the fast-growing categories in March, especially with the increase in time spent at home. As of April, we can see that the strong interaction here has accelerated. We observe that some companies operating in the sector have increased their product range in order to take advantage of the opportunity experienced in the previous month and thus started to target different age, gender and interest groups.
Baby – kids products
We observe that purchases of clothes, toys and other accessories that parents postponed in March returned in April. The shifts of the store sales players to e-commerce continue the strong trend.
Rapidly increasing demand in March, slow-adapting markets due to cargo capacities in different categories (such as food) closed the gap in April. New suppliers rejected consumer demand with new products (more food, masks, etc.), high promotion, faster delivery. In April, we observe that the first three rankings changed after the harmonization race among the leading marketplaces. It will be critical for the development of e-commerce in our country, as the marketplaces keep new customers and keep them alive, guide new suppliers and adapt to changing conditions in the future.
Compared to the epidemics and effects of the marketplaces in March and the consumer demand shifting to market shopping, the relatively poor performance cargo demand returned strongly after the marketplaces quickly adapted and expanded their capacities. We anticipate that the demand will continue in this direction. Trends in supply chains during Covid-19 in Turkey