There have been several trends in Turkey that emerged in the midst of the COVID-19 pandemic. First is the trend of consumers turning to discounters in retailing. Discounters are very prevalent in Turkey, and since the coronavirus outbreak, have increased their product ranges in dairy, snacks, carbonated drinks, home care and personal care. Another trend witnessed in the country is the performance in domestic travel, which is doing well despite the pandemic due to numerous promotions provided by local hotels and rental car companies. It has been a difficult year in Turkey, and digital innovation is becoming increasingly important for expanding the country's supply management and reach.