Innovation boosts demand for Turkish products in MENA region

ISTANBUL

The innovativeness of Turkish companies makes Turkey an important exporter to the Middle East and North Africa (MENA) region where consumers seek different product groups, the vice chairman of an exporters' association said.

The Istanbul Cereals, Pulses, Oil Seeds and Products Exporters Association (IHBIR) attended the confectionery and snacks exhibition Yummex Middle East 2021 held in Dubai on Nov. 7-9.

Aydın Soyyigit said IHBIR supports this fair in order to showcase Turkish products' quality and promote product diversity.

"The Turkish chocolate confectionery sector has a significant market share in the Middle East. We are among the top five exporters to the region," Soyyigit said.

Noting that the MENA region is a dynamic market, Soyyigit noted that consumers are open to a variety of products and seek different flavors.

"The innovation side of Turkish companies is strong. They are constantly developing new products and differentiating the products. This is an important factor in meeting consumer expectations," he added.

Stating that cultural similarities are also a factor in the strong demand from the MENA region, Soyyigit said: "Turkish TV series have a significant impact, we have cross-effects. People get to know Turkey much better. They also value Turkish products more. This is an important advantage for us."