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Hygiene adhesive specialists make the difference in Turkey

Hygiene adhesive specialists make the difference in Turkey

Posted 10/09/2018 by Selda Akbasli, Hygiene Sales Manager, Turkey

Successully increasing Turkey’s share of the hygiene market is a constant challenge. Turkey is perfectly geographically positioned to export to Europe, Africa, Asia and the Middle East, which – together with Turkish manufacturers’ competitive spirit – is one of the reasons why this market has continued to thrive. However, currency difficulties and other market challenges are making it tough to remain profitable, which is why collaboration with leading hygiene experts is playing an increasingly important role. Add to this the need to compete in the growing domestic market, and it is becomes clear that local access to global adhesive technology and expertise makes a big difference. 
  
Market growth, home and away 
Until recently, much of Turkey’s hygiene production has been exported overseas. However, we are now seeing demand at home, too. Improved education, greater urbanisation  and changing attitudes to adult incontinence are creating an attractive local market for hygiene products. In 2017, the domestic adult incontinence market grew by 18 percent to reach TRY 124 million , and the diaper market rose by 6 percent to reach TRY 1.8 billion . Now, for local trade, the depreciation of the Lira makes balancing expenses and profits very difficult. Manufacturers have to import most of their raw materials and energy, buying in Euros and US Dollars , and then sell their products locally in Lira. This means that, whether businesses are trading home or away, competitive pressures remain intense.
 
 
Global expertise located in Turkey
Manufacturers need to scrutinise their production processes to maintain profitability, while building their brand reputation. This is where the choice of adhesive and talking to H.B. Fuller’s adhesive experts in Turkey is helping customers to improve productivity and line efficiency, without compromising on end-product performance. The smallest change can make a big difference. This is why H.B. Fuller’s adhesive specialists in Turkey are dedicated to helping customers find solutions that fit their businesses. They do this through a combination of on-site and off-site support – backed by an experienced, highly committed hygiene team at our new adhesive laboratory in Gebze, Turkey.
 
Local testing and faster problem resolution
Our customers have been impressed by the speed and performance benefits of accessing global adhesive knowledge, and where needed, accessing our local adhesive lab. Capabilities at H.B. Fuller’s lab in Turkey include off-line testing, so manufacturers can avoid disrupting production. Our local team will accelerate problem resolution by accessing a global pool of hygiene expertise, including connecting with our Adhesive Academy in Lüneburg, Germany, a unique center of adhesive R&D excellence. In addition, we offer a collaborative approach to training and education, helping to upskill customers’ teams in the latest hygiene adhesive technology and application.
 
We seize every opportunity to get the message out about the benefits of accessing adhesive expertise. As I have taken an active role at Edana conferences for many years and will be again presenting at Outlook™ in Europe this month, I hope to see you there. 

[1] Nappies/diapers/pants in Turkey, Euromonitor International, April 2018

[2] Retail adult incontinence in Turkey, Euromonitor International, April 2018

[3] Nappies/diapers/pants in Turkey, Euromonitor International, April 2018

[4] Tissue and hygiene in Turkey, Euromonitor International, April 2018

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