{"id":6398,"date":"2024-02-18T08:44:15","date_gmt":"2024-02-18T08:44:15","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=6398"},"modified":"2024-02-18T08:55:24","modified_gmt":"2024-02-18T08:55:24","slug":"2023-yilinda-hizli-tuketim-urunleri-harcamalari","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=6398","title":{"rendered":"2023 Y\u0131l\u0131nda H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri Harcamalar\u0131"},"content":{"rendered":"\t\t
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Enflasyonun do\u011fal bir sonucu olarak al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131 ve davran\u0131\u015flar\u0131 de\u011fi\u015fmeye devam ediyor. Ipsos, Hane Paneli ara\u015ft\u0131rma verilerine g\u00f6re 2023 y\u0131l\u0131nda, al\u0131\u015fveri\u015f sepetlerinde ne gibi de\u011fi\u015fiklikler oldu\u011funu ve t\u00fcketicilerin hangi kanallardan al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131yla ilgili g\u00f6r\u00fc\u015f, tutum ve davran\u0131\u015f \u00f6l\u00e7\u00fcmlemelerini yay\u0131nlad\u0131. <\/strong><\/span><\/h3><\/div>

T\u00fcrkiye\u2019yi temsil edecek \u015fekilde se\u00e7ilmi\u015f 14.000 haneden olu\u015fan Ipsos Hane Paneli verilerine g\u00f6re 2023\u2019te hanelerin H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri (HT\u00dc) harcamalar\u0131 2022 y\u0131l\u0131na k\u0131yasla %68 artt\u0131. Ortalama bir hane yakla\u015f\u0131k olarak 2 g\u00fcnde bir kez HT\u00dc al\u0131\u015fveri\u015fi yapt\u0131 ve bir al\u0131\u015fveri\u015f sepetine 152 TL \u00f6dedi. Ge\u00e7en y\u0131la k\u0131yasla ulusal zincirler d\u0131\u015f\u0131ndaki t\u00fcm sat\u0131\u015f kanallar\u0131 ve temizlik d\u0131\u015f\u0131ndaki ana \u00fcr\u00fcn gruplar\u0131nda al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 azald\u0131.<\/span><\/p>

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Haneler her 100 TL\u2019sinin 83\u2019\u00fcn\u00fc g\u0131da ve i\u00e7ece\u011fe, 9 TL\u2019sini ki\u015fisel bak\u0131m \u00fcr\u00fcnlerine, 7 TL\u2019sini ise ev bak\u0131m \u00fcr\u00fcnlerine harcad\u0131.<\/span>
\u2022 T\u00fcm kategoriler aras\u0131nda en y\u00fcksek ciro art\u0131\u015f\u0131 ev temizlik \u00fcr\u00fcnlerinde ger\u00e7ekle\u015fti.<\/span>
\u2022 G\u0131da ve i\u00e7ecek kapsam\u0131nda ciro olarak en \u00e7ok b\u00fcy\u00fcyen kategoriler et & et \u00fcr\u00fcnleri ve at\u0131\u015ft\u0131rmal\u0131klar oldu.<\/span><\/p>

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2023 \u00f6ncekilerden farkl\u0131 bir sene; artan fiyatlar kar\u015f\u0131s\u0131nda promosyon, \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi a\u00e7\u0131s\u0131ndan rekabet\u00e7i olan ulusal zincirler bu sene en \u00e7ok b\u00fcy\u00fcyen ve pay\u0131n\u0131 art\u0131ran kanal oldu. Ulusal zincirlerin b\u00fcy\u00fcmesinde Migros ve Tar\u0131m Kredi Kooperatifleri etkili oldu. \u0130ndirim marketleri %35 pay ile hala en b\u00fcy\u00fck kanal unvan\u0131n\u0131 koruyor.<\/span><\/p>

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Ortalama bir hane, her 100 TL\u2019lik harcamas\u0131n\u0131n yakla\u015f\u0131k 55 TL\u2019sini markal\u0131, 23 TL\u2019sini a\u00e7\u0131k, 22 TL\u2019sini ise market markal\u0131 \u00fcr\u00fcnlere ay\u0131rd\u0131. 2022 y\u0131l\u0131 ile k\u0131yasland\u0131\u011f\u0131nda markal\u0131 \u00fcr\u00fcnlerin pay\u0131 artt\u0131.<\/span>
\u2022 Markal\u0131 \u00fcr\u00fcnler en \u00e7ok ulusal zincirlerde ve ka\u011f\u0131t \u00fcr\u00fcnlerinde ciro pay\u0131n\u0131 art\u0131rd\u0131.<\/span>
\u2022 Market markal\u0131 \u00fcr\u00fcnlerin cirosunun %90\u2019\u0131 indirim marketlerinden geldi.<\/span>
\u2022 A\u00e7\u0131k \u00fcr\u00fcnler ge\u00e7en y\u0131la k\u0131yasla HT\u00dc harcamalar\u0131ndan daha az pay ald\u0131.<\/span><\/p>

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Evlerin vazge\u00e7ilmezi bakliyatlar, toz ve kesme \u015fekerler, gazl\u0131 me\u015frubatlar, s\u00fctler, yo\u011furtlar ve tereya\u011flar\u0131 2023\u2019te daha az sat\u0131n al\u0131nd\u0131.<\/span>
\u2022 Bakliyatlar, toz ve kesme \u015fekerler, gazl\u0131 me\u015frubatlar, s\u00fctler ve yo\u011furtlar daha az s\u0131kl\u0131kta ve her al\u0131\u015fveri\u015fte daha az miktarda al\u0131nd\u0131. Tereya\u011flar i\u00e7in ayr\u0131ca bu kategoriyi sat\u0131n alan hane say\u0131s\u0131 da azald\u0131.<\/span><\/p>

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Ipsos\u2019un T\u00fcketici Panelleri B\u00f6l\u00fcm Lideri Pelin Hala\u00e7o\u011flu Arnau Kuri verilerle ilgili \u015fu de\u011ferlendirmelerde bulundu: \u201cT\u00fcketici G\u00fcven Endeksi, A\u011fustos\u2019tan bu yana s\u0131n\u0131rl\u0131 art\u0131\u015flarla y\u0131l\u0131 77 endeks ile kapad\u0131. Hanelerin H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri harcamas\u0131 ge\u00e7en y\u0131la g\u00f6re %68 artt\u0131. Enflasyonun etkisiyle her bir al\u0131\u015fveri\u015fte harcanan tutardaki art\u0131\u015f ve buna kar\u015f\u0131l\u0131k al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131ndaki d\u00fc\u015f\u00fc\u015f bu konjonkt\u00fcrde beklenen bir tablo olu\u015fturdu.<\/span>
Y\u00fcksek enflasyon sebebiyle, t\u00fcketiciler daha fazla promosyon, aktivite ve uygun fiyatl\u0131 \u00fcr\u00fcn aray\u0131\u015f\u0131na devam etti, baz\u0131 kategorilerde ise bu \u00e7abalar\u0131n yeterli olmamas\u0131 genel olarak \u00fcr\u00fcnlerin daha az al\u0131nmas\u0131yla sonu\u00e7land\u0131. Evlerin ve sofralar\u0131n vazge\u00e7ilmezi bakliyatlar, toz ve kesme \u015fekerler, gazl\u0131 me\u015frubatlar, s\u00fctler, yo\u011furtlar ile tereya\u011flar\u0131 2023\u2019te daha az miktarda sat\u0131n al\u0131nd\u0131.<\/span>
Hanelerin ulusal zincirleri al\u0131\u015fveri\u015f i\u00e7in daha s\u0131k tercih etmesi bu kanaldan al\u0131nan \u00fcr\u00fcn \u00e7e\u015fitlili\u011fini ve harcanan toplam paray\u0131 ortalamalar\u0131n \u00fczerinde artt\u0131rd\u0131. Bu durum ulusal zincirlerdeki \u00e7e\u015fitlili\u011fin ve kampanyalar\u0131n t\u00fcketici ihtiyac\u0131na daha iyi yan\u0131t verdi\u011finin bir i\u015fareti olarak yorumlanabilir.<\/span>
\u0130ndirim marketleri hane harcamalar\u0131nda en y\u00fcksek paya sahip kanal olmay\u0131 s\u00fcrd\u00fcr\u00fcyor ve pay\u0131n\u0131 koruyor.<\/span>
Kanal tercihlerindeki bu hareketlerle birlikte haneler harcamalar\u0131n\u0131n ge\u00e7en seneye g\u00f6re daha b\u00fcy\u00fck bir k\u0131sm\u0131n\u0131 markal\u0131 \u00fcr\u00fcnlere ay\u0131r\u0131yor, a\u00e7\u0131k \u00fcr\u00fcnlere ayr\u0131lan pay d\u00fc\u015ferken, market markal\u0131 \u00fcr\u00fcnler sabit kal\u0131yor.\u201d<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Enflasyonun do\u011fal bir sonucu olarak al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131 ve davran\u0131\u015flar\u0131 de\u011fi\u015fmeye devam ediyor. Ipsos, Hane Paneli ara\u015ft\u0131rma verilerine g\u00f6re 2023 y\u0131l\u0131nda, al\u0131\u015fveri\u015f sepetlerinde ne gibi de\u011fi\u015fiklikler oldu\u011funu ve t\u00fcketicilerin hangi kanallardan al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131yla ilgili g\u00f6r\u00fc\u015f, tutum ve davran\u0131\u015f \u00f6l\u00e7\u00fcmlemelerini yay\u0131nlad\u0131. T\u00fcrkiye\u2019yi temsil edecek \u015fekilde se\u00e7ilmi\u015f 14.000 haneden olu\u015fan Ipsos Hane Paneli verilerine g\u00f6re 2023\u2019te hanelerin H\u0131zl\u0131 […]<\/p>\n","protected":false},"author":2,"featured_media":6399,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[32],"tags":[],"class_list":{"0":"post-6398","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2024\/02\/ipsos-tuketim-htu.jpg","author_info":{"display_name":"H\u00fcnkar G\u00f6rel","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=2"},"yoast_head":"\n2023 Y\u0131l\u0131nda H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri Harcamalar\u0131 - 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