{"id":7543,"date":"2025-12-01T07:04:42","date_gmt":"2025-12-01T07:04:42","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=7543"},"modified":"2025-12-01T07:25:19","modified_gmt":"2025-12-01T07:25:19","slug":"degisen-ve-donusen-tuketici-trendleri-2026ya-dogru-yeni-aliskanliklar-yeni-beklentiler","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=7543","title":{"rendered":"De\u011fi\u015fen ve D\u00f6n\u00fc\u015fen T\u00fcketici Trendleri: 2026\u2019ya Do\u011fru Yeni Al\u0131\u015fkanl\u0131klar, Yeni Beklentiler"},"content":{"rendered":"\t\t
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NielsenIQ\u2019nun G\u0131da Perakendecileri Derne\u011fi\u2019nin 11. Ortak Geli\u015fim Kongresi i\u00e7in haz\u0131rlad\u0131\u011f\u0131 \u201cDeneyimden Sadakate, G\u00fcven \u0130\u015fin Temelinde: 2026 Al\u0131\u015fveri\u015f\u00e7i, Perakende Trendleri ve \u00d6ng\u00f6r\u00fcleri\u201d ara\u015ft\u0131rmas\u0131, T\u00fcrkiye\u2019de t\u00fcketici davran\u0131\u015flar\u0131n\u0131n h\u0131zla de\u011fi\u015fti\u011fini, beklentilerin yeniden \u015fekillendi\u011fini ve perakende sekt\u00f6r\u00fcnde rekabetin art\u0131k g\u00fcven, fayda, i\u00e7erik ve ki\u015fiselle\u015ftirme ekseninde ilerledi\u011fini ortaya koyuyor.<\/strong><\/span><\/h3><\/div>

\u0130lk b\u00f6l\u00fcm\u00fcnde Nielsen IQ Perakende Paneli verileriyle Perakende ve FMCG geli\u015fimine ayr\u0131nt\u0131lar\u0131yla yer veren ara\u015ft\u0131rman\u0131n ikinci b\u00f6l\u00fcm\u00fcnde De\u011fi\u015fen ve D\u00f6n\u00fc\u015fen Perakende Trendleri\u2019ne yer veriliyor. Bu kapsaml\u0131 \u00e7al\u0131\u015fma, 2026\u2019ya do\u011fru perakendecilerin strateji yol haritas\u0131n\u0131 \u015fekillendirecek \u00e7ok \u00f6nemli i\u00e7g\u00f6r\u00fcler sunuyor.<\/span><\/p>

\"\"<\/p>

T\u00fcketicinin Yeni De\u011fer \u00d6ncelikleri: Ak\u0131lc\u0131 ve Fayda Odakl\u0131 Al\u0131\u015fveri\u015f<\/strong><\/span>
Ekonomik \u015fartlar\u0131n etkisiyle t\u00fcketiciler art\u0131k daha hesapl\u0131, daha kontroll\u00fc ve daha planl\u0131 hareket ediyor. Ara\u015ft\u0131rmaya g\u00f6re:<\/span>
\u2022 \u0130sraftan ka\u00e7\u0131nma ve sadece ihtiya\u00e7 kadar sat\u0131n alma e\u011filimi y\u00fckseliyor. Globalde %52 olan bu davran\u0131\u015f T\u00fcrkiye\u2019de %56.<\/span>
\u2022 Evde daha fazla zaman ge\u00e7irme, d\u0131\u015far\u0131da t\u00fcketimi azaltma davran\u0131\u015f\u0131 kal\u0131c\u0131 hale geliyor.<\/span>
\u2022 Fiyat kar\u015f\u0131la\u015ft\u0131rmas\u0131 yapmak ve indirim takip etmek t\u00fcketicinin standart al\u0131\u015fkanl\u0131\u011f\u0131na d\u00f6n\u00fc\u015f\u00fcyor.<\/span>
\u2022 Perakendede promosyonlar, T\u00fcrkiye\u2019de global ortalaman\u0131n \u00e7ok \u00fczerinde etkili. FMCG kategorilerinde promosyonlar\u0131n ciro pay\u0131 bir\u00e7ok \u00fcr\u00fcnde belirgin bir art\u0131\u015f g\u00f6steriyor.<\/span><\/p>

\"\"<\/p>

Yeme-\u0130\u00e7me Al\u0131\u015fkanl\u0131klar\u0131nda B\u00fcy\u00fck D\u00f6n\u00fc\u015f\u00fcm<\/strong><\/span>
Ara\u015ft\u0131rma, t\u00fcketicilerin hem ev i\u00e7i t\u00fcketiminde hem de \u00fcr\u00fcn tercihlerinde \u00f6nemli bir de\u011fi\u015fim ya\u015fand\u0131\u011f\u0131n\u0131 g\u00f6steriyor:<\/span>
Ev Yap\u0131m\u0131na ve Do\u011fala D\u00f6n\u00fc\u015f<\/strong><\/span>
\u2022 Mevsimlik \u00fcr\u00fcnleri dondurma, konserve haz\u0131rlama, tarhana-mant\u0131 gibi geleneksel \u00fcr\u00fcnlere d\u00f6n\u00fc\u015f dikkat \u00e7ekiyor.<\/span>
\u2022 Evde fermente \u00fcr\u00fcn haz\u0131rlama, probiyotik-prebiyotik g\u0131dalara y\u00f6nelim art\u0131yor.<\/span>
\u2022 Ev yap\u0131m\u0131 ve yerel \u00fcretim, g\u00fcven aray\u0131\u015f\u0131n\u0131n merkezinde yer al\u0131yor.<\/span><\/p>

Haz\u0131r ve Pratik \u00dcr\u00fcnlere \u0130lgi<\/strong><\/span>
\u2022 H\u0131z ve pratiklik ihtiyac\u0131, dondurulmu\u015f g\u0131dalar ile pi\u015fime haz\u0131r \u00fcr\u00fcnlerin y\u00fckseli\u015fini destekliyor.<\/span>
\u2022 Gen\u00e7 ve \u00e7al\u0131\u015fan n\u00fcfusta bu kategorinin g\u00fc\u00e7l\u00fc b\u00fcy\u00fcme potansiyeli bulunuyor.<\/span><\/p>

Farkl\u0131 Mutfaklara A\u00e7\u0131lma<\/strong><\/span>
\u2022 Kore ve Meksika gibi d\u00fcnya mutfaklar\u0131na ilgi art\u0131yor.<\/span>
\u2022 Sosyal medya tarifleri ve influencer etkisi t\u00fcketim tercihlerinde belirleyici hale geliyor.<\/span><\/p>

\u0130\u00e7ecek Tercihlerinde \u201cKonservatif Yenilenme\u201d<\/strong><\/span>
\u2022 \u00c7ay, kahve, ayran gibi klasik i\u00e7ecekler bask\u0131nl\u0131\u011f\u0131n\u0131 koruyor.<\/span>
\u2022 Fonksiyonel i\u00e7ecekler (kefir, kombucha, bitkisel s\u00fctler, kolajen-protein destekleri) b\u00fcy\u00fcme potansiyeli ta\u015f\u0131yor.<\/span>
\u2022 T\u00fcketici d\u0131\u015far\u0131da i\u00e7ece\u011fe para vermek yerine, ev i\u00e7i t\u00fcketimi art\u0131r\u0131yor.<\/span><\/p>

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Evde Daha Fazla Zaman ile K\u00fc\u00e7\u00fck Ev Aletlerinde B\u00fcy\u00fcme<\/strong><\/span>
Ev ya\u015fam\u0131n\u0131n g\u00fc\u00e7lenmesi, mutfak ekipmanlar\u0131na olan talebi de artt\u0131r\u0131yor. Eyl\u00fcl 2024 ve Eyl\u00fcl 2025 verilerine g\u00f6re sat\u0131\u015f art\u0131\u015flar\u0131 \u015f\u00f6yle:<\/span>
\u2022 Hamur yo\u011furma\/mutfak yard\u0131mc\u0131 makineleri: %56<\/span>
\u2022 Otomatik kahve makineleri: %35<\/span>
\u2022 Smoothie \/ meyve-sebze kar\u0131\u015ft\u0131r\u0131c\u0131lar: %30<\/span><\/p>

G\u00fcven, T\u00fcketici Davran\u0131\u015f\u0131n\u0131n Merkezinde<\/strong><\/span>
T\u00fcketici i\u00e7in art\u0131k yaln\u0131zca \u201cne t\u00fcketti\u011fi\u201d de\u011fil, \u201cnereden geldi\u011fi\u201d ve \u201cnas\u0131l \u00fcretildi\u011fi\u201d kritik \u00f6neme sahip. NielsenIQ verileri, g\u00fcven aray\u0131\u015f\u0131n\u0131n temel nedenlerini \u015f\u00f6yle s\u0131ral\u0131yor:<\/span>
\u2022 Eski tatlar\u0131n kaybolmas\u0131<\/span>
\u2022 G\u0131da zehirlenmesi haberlerinin artmas\u0131<\/span>
\u2022 Medyada besleyici de\u011fer kayb\u0131na dair s\u00f6ylemler<\/span>
\u2022 Hastal\u0131k art\u0131\u015f\u0131 alg\u0131s\u0131<\/span>
\u2022 \u00dcr\u00fcnlerdeki kimyasal i\u00e7erik tart\u0131\u015fmalar\u0131<\/span>
Bu durum, markaya, tedarik zincirine ve ambalaj i\u00e7eri\u011fine duyulan g\u00fcveni kritik bir sat\u0131n alma fakt\u00f6r\u00fc haline getiriyor.<\/span><\/p>

\"\"<\/p>

Markaya G\u00fcven: Sadakatin Anahtar\u0131<\/strong><\/span>
T\u00fcrkiye\u2019de t\u00fcketicilerin %73\u2019\u00fc, \u201cg\u00fcvenilir marka olman\u0131n \u00e7ok \u00f6nemli\u201d oldu\u011funu belirtiyor (globalde %53). Markaya g\u00fcveni en \u00e7ok etkileyen unsurlarsa \u015f\u00f6yle:<\/span>
\u2022 \u00dcr\u00fcn kalitesi ve tutarl\u0131l\u0131k<\/span>
\u2022 M\u00fc\u015fteri hizmetleri ile ileti\u015fim<\/span>
\u2022 Yerel \u00fcretim<\/span>
\u2022 Sosyal sorumluluk<\/span>
\u2022 \u00c7evresel s\u00fcrd\u00fcr\u00fclebilirlik<\/span><\/p>

\"\"<\/p>

Sa\u011fl\u0131k Odakl\u0131 Ya\u015fam: Artan Bilin\u00e7 ve Yeni Destekler<\/strong><\/span>
Evde \u00e7ocuk olmas\u0131, sa\u011fl\u0131k sorunu ya\u015fanmas\u0131 ve sosyal medya etkisi, beslenme kararlar\u0131n\u0131 do\u011frudan etkiliyor.<\/span>
\u2022 Kilo verme ama\u00e7l\u0131 ila\u00e7 kullan\u0131m oran\u0131 T\u00fcrkiye\u2019de %8 d\u00fczeyinde; uzman \u00f6nerisi olursa kullanabilece\u011fini s\u00f6yleyen t\u00fcketici oran\u0131 ise %44.<\/span>
\u2022 Vitamin ve takviye g\u0131dalar kategorisi \u00f6zellikle online kanalda g\u00fc\u00e7l\u00fc bir b\u00fcy\u00fcme ya\u015f\u0131yor. T\u00fcketicilerin %22\u2019si 2026 y\u0131l\u0131nda daha \u00e7ok vitamin ve takviye g\u0131da kullanaca\u011f\u0131n\u0131 belirtiyor. Multivitamin, mineral, bal\u0131k ya\u011f\u0131 ve kolajen \u00fcr\u00fcnlerinde de dikkat \u00e7eken art\u0131\u015f s\u00f6z konusu.<\/span><\/p>

\"\"<\/p>

Online Al\u0131\u015fveri\u015fin G\u00fc\u00e7l\u00fc Performans\u0131<\/strong><\/span>
T\u00fcrkiye, d\u00fcnya ortalamas\u0131n\u0131n \u00fczerinde bir online al\u0131\u015fveri\u015f penetrasyonuna sahip. Haftal\u0131k online al\u0131\u015fveri\u015f oran\u0131: %62,5 (Globalde %56,5)<\/span>
Haftal\u0131k online FMCG al\u0131\u015fveri\u015fi: %40,1 (Globalde %28,4)<\/span>
\u2022 Dijital kanallar sadece sat\u0131n alma de\u011fil, \u00fcr\u00fcn ke\u015ffi i\u00e7in de \u00f6nemli bir alan h\u00e2line geliyor.<\/span><\/p>

Yapay Zek\u00e2 ile Ki\u015fiselle\u015ftirilmi\u015f Al\u0131\u015fveri\u015f D\u00f6nemi<\/strong><\/span>
Ara\u015ft\u0131rma, t\u00fcketicilerin yapay zek\u00e2 destekli al\u0131\u015fveri\u015f ara\u00e7lar\u0131na a\u00e7\u0131k oldu\u011funu g\u00f6steriyor:<\/span>
\u2022 T\u00fcrkiye\u2019de t\u00fcketicilerin %70\u2019i, ge\u00e7mi\u015f al\u0131\u015fveri\u015flerine g\u00f6re yap\u0131lan \u00fcr\u00fcn \u00f6nerilerini faydal\u0131 buluyor.<\/span>
\u2022 %58\u2019i gelecekte ev al\u0131\u015fveri\u015flerini y\u00f6neten AI ara\u00e7lar\u0131n\u0131 kullanmaya s\u0131cak bak\u0131yor.<\/span>
\u2022 Yapay zeka ile ki\u015fiselle\u015ftirme, perakendede m\u00fc\u015fteri ili\u015fkilerini g\u00fc\u00e7lendirecek \u00f6nemli bir alan olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/span>
Ayr\u0131ca, \u00fcr\u00fcnlerin temel \u00f6zelliklerini kar\u015f\u0131la\u015ft\u0131ran dijital sistemler, t\u00fcketicinin sat\u0131n alma olas\u0131l\u0131\u011f\u0131n\u0131 T\u00fcrkiye\u2019de %41 artt\u0131r\u0131yor. (Globalde, %36)<\/span><\/p>

\u0130\u00e7eri\u011fin G\u00fcc\u00fc: Ambalaj Devrimi<\/strong><\/span>
Ambalaj \u00fczerindeki i\u00e7erik bilgileri, t\u00fcketicinin karar\u0131n\u0131 do\u011frudan etkiliyor. Ara\u015ft\u0131rma, t\u00fcketicilerin \u00f6zellikle \u015fu niteliklere duyarl\u0131 oldu\u011funu g\u00f6steriyor:<\/span>
\u2022 Organik, vegan, GDO\u2019suz<\/span>
\u2022 \u0130lave \u015feker\/renklendirici i\u00e7ermeme<\/span>
\u2022 Bitki bazl\u0131 se\u00e7enekler<\/span>
\u2022 Tuz, ya\u011f gibi besin bile\u015fenlerinin seviyeleri<\/span>
\u2022 Diyet uyumlulu\u011fu (Akdeniz diyeti, pesketaryen vb.)<\/span>
Bu trend, perakendecilerin \u00fcr\u00fcn ambalajlar\u0131nda \u015feffafl\u0131k ve standartla\u015ft\u0131r\u0131lm\u0131\u015f i\u00e7erik ileti\u015fimi yapmalar\u0131n\u0131 kritik hale getiriyor.<\/span><\/p>

2026\u2019ya Do\u011fru Perakendenin Yeni D\u00f6nemi<\/strong><\/span>
Ara\u015ft\u0131rma g\u00f6steriyor ki T\u00fcrkiye\u2019de t\u00fcketicinin g\u00fcndemini art\u0131k 4 ana eksen belirliyor:<\/span>
\u2022 Ak\u0131lc\u0131 & Fayda Odakl\u0131 Al\u0131\u015fveri\u015f<\/span>
\u2022 De\u011fi\u015fen T\u00fcketici De\u011ferleri ve Sadakat<\/span>
\u2022 Segmentasyon & Ki\u015fiselle\u015ftirme (AI)<\/span>
\u2022 \u0130\u00e7eri\u011fin Artan \u00d6nemi<\/span>
T\u00fcrkiye perakendesi i\u00e7in bu trendler; daha \u015feffaf, daha hesapl\u0131, daha ki\u015fiselle\u015ftirilmi\u015f ve g\u00fcven temelli bir rekabet d\u00f6nemine i\u015faret ediyor. Perakendecilerin bu d\u00f6n\u00fc\u015f\u00fcm\u00fc do\u011fru okuyarak stratejilerini g\u00fc\u00e7lendirmeleri, t\u00fcketici ile daha kal\u0131c\u0131 ba\u011flar kurmalar\u0131n\u0131n anahtar\u0131 olacakt\u0131r.<\/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":"

NielsenIQ\u2019nun G\u0131da Perakendecileri Derne\u011fi\u2019nin 11. Ortak Geli\u015fim Kongresi i\u00e7in haz\u0131rlad\u0131\u011f\u0131 \u201cDeneyimden Sadakate, G\u00fcven \u0130\u015fin Temelinde: 2026 Al\u0131\u015fveri\u015f\u00e7i, Perakende Trendleri ve \u00d6ng\u00f6r\u00fcleri\u201d ara\u015ft\u0131rmas\u0131, T\u00fcrkiye\u2019de t\u00fcketici davran\u0131\u015flar\u0131n\u0131n h\u0131zla de\u011fi\u015fti\u011fini, beklentilerin yeniden \u015fekillendi\u011fini ve perakende sekt\u00f6r\u00fcnde rekabetin art\u0131k g\u00fcven, fayda, i\u00e7erik ve ki\u015fiselle\u015ftirme ekseninde ilerledi\u011fini ortaya koyuyor. \u0130lk b\u00f6l\u00fcm\u00fcnde Nielsen IQ Perakende Paneli verileriyle Perakende ve FMCG geli\u015fimine […]<\/p>\n","protected":false},"author":1,"featured_media":7544,"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-7543","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\/2025\/12\/nielsen-kongre-2025-arastirma.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nDe\u011fi\u015fen ve D\u00f6n\u00fc\u015fen T\u00fcketici Trendleri: 2026\u2019ya Do\u011fru Yeni Al\u0131\u015fkanl\u0131klar, Yeni Beklentiler - GPD<\/title>\n<meta name=\"description\" content=\"NielsenIQ\u2019nun G\u0131da Perakendecileri Derne\u011fi\u2019nin 11. 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