The COVID-19 pandemic is called a milestone because of its effects on consumer behavior and needs in the near future. Beko’s consumer research, Consumer Connected, conducted in 31 countries globally, identified hygiene as the highest priority for consumers. In response, Beko developed its revolutionary HygieneShield range, specially designed to kill more than 99% of bacteria and viruses, including disinfection programs and functions to eliminate coronavirus.
The HygieneShield product line was released in seven key markets, including Spain, Germany, the UK, Turkey, the Balkans, Romania, and Poland by the end of the first quarter of 2021. By the end of 2021, it has also launched in Portugal, Ukraine, Israel, France, Italy, Egypt, and Russia. In the Turkish market, Beko’s HygieneShield product line was released as the Arçelik-branded Ultra Hygiene Series with Technologies to Protect Your Home in 2020.