{"id":7598,"date":"2026-01-07T19:19:39","date_gmt":"2026-01-07T19:19:39","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=7598"},"modified":"2026-01-08T10:42:49","modified_gmt":"2026-01-08T10:42:49","slug":"turkiyede-alisverisin-10-yillik-yolculugu-siklik-artiyor-oncelikler-degisiyor","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=7598","title":{"rendered":"T\u00fcrkiye\u2019de Al\u0131\u015fveri\u015fin 10 Y\u0131ll\u0131k Yolculu\u011fu: S\u0131kl\u0131k Art\u0131yor, \u00d6ncelikler De\u011fi\u015fiyor"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7598\" class=\"elementor elementor-7598\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3ef128ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ef128ae\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6c0ce5df\" data-id=\"6c0ce5df\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5aacae7a elementor-widget elementor-widget-text-editor\" data-id=\"5aacae7a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"td-paragraph-padding-1\"><h3><span style=\"color: #000000;\"><strong>Ipsos taraf\u0131ndan y\u00fcr\u00fct\u00fclen Ipsos Hane T\u00fcketim Paneli verileri, T\u00fcrkiye\u2019de hane halk\u0131 al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131n son 10 y\u0131lda k\u00f6kl\u00fc bir d\u00f6n\u00fc\u015f\u00fcm ge\u00e7irdi\u011fini ortaya koyuyor. 2015-2025 d\u00f6nemini kapsayan analiz; yaln\u0131zca fiyatlardaki art\u0131\u015f\u0131 de\u011fil, al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131ndan \u00fcr\u00fcn tercihlerine, kanal da\u011f\u0131l\u0131m\u0131ndan marka yap\u0131s\u0131na kadar uzanan \u00e7ok boyutlu bir de\u011fi\u015fimi g\u00f6zler \u00f6n\u00fcne seriyor.<\/strong><\/span><\/h3><\/div><div class=\"td-paragraph-padding-1\"><p><span style=\"color: #000000;\"><strong>Daha S\u0131k Al\u0131\u015fveri\u015f, Daha Y\u00fcksek Sepet Tutar\u0131<\/strong><br \/>Ara\u015ft\u0131rma verilerine g\u00f6re hanelerin market al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 artmaya devam ediyor.<br \/>2015 y\u0131l\u0131nda haneler y\u0131lda ortalama 232 kez market al\u0131\u015fveri\u015fi yaparken, bu say\u0131 2025\u2019te 248\u2019e y\u00fckseldi. Haftal\u0131k bazda bak\u0131ld\u0131\u011f\u0131nda al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 yakla\u015f\u0131k 4 kereden 5 kereye yakla\u015ft\u0131. Bu art\u0131\u015f, t\u00fcketicinin stoklu al\u0131\u015fveri\u015ften uzakla\u015f\u0131p daha k\u00fc\u00e7\u00fck ama daha s\u0131k al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131 bir modele ge\u00e7ti\u011fine i\u015faret ediyor.<\/span><\/p><p><span style=\"color: #000000;\">Al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131 artarken, sepet ba\u015f\u0131na \u00f6denen tutardaki y\u00fckseli\u015f \u00e7ok daha \u00e7arp\u0131c\u0131. 2015\u2019te bir al\u0131\u015fveri\u015f i\u00e7in ortalama 16 TL \u00f6denirken, 2025\u2019te bu tutar 265 TL seviyesine \u00e7\u0131kt\u0131. B\u00f6ylece sepet tutar\u0131 10 y\u0131lda yakla\u015f\u0131k 16 kat artt\u0131. Ipsos\u2019un de\u011ferlendirmelerinde, ge\u00e7mi\u015fte en k\u00fc\u00e7\u00fck banknot ve madeni paralarla yap\u0131labilen al\u0131\u015fveri\u015flerin, bug\u00fcn en b\u00fcy\u00fck banknotlar\u0131n bile yetersiz kald\u0131\u011f\u0131 bir noktaya geldi\u011fi vurgulan\u0131yor. Bu tablo, kredi kart\u0131 ve dijital \u00f6deme y\u00f6ntemlerindeki h\u0131zl\u0131 art\u0131\u015f\u0131 da a\u00e7\u0131klayan \u00f6nemli fakt\u00f6rlerden biri olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/span><\/p><p><strong><span style=\"color: #000000;\">At\u0131\u015ft\u0131rmal\u0131klar\u0131n Pay\u0131 B\u00fcy\u00fcyor, Temel G\u0131da Geriliyor<\/span><\/strong><br \/><span style=\"color: #000000;\">Harcama kompozisyonundaki de\u011fi\u015fim, ara\u015ft\u0131rman\u0131n en dikkat \u00e7ekici bulgular\u0131ndan biri. 2015 y\u0131l\u0131nda toplam harcama i\u00e7inde %12 paya sahip olan at\u0131\u015ft\u0131rmal\u0131k \u00fcr\u00fcnler, 2025\u2019te %17\u2019ye y\u00fckselerek en h\u0131zl\u0131 b\u00fcy\u00fcyen kategori oldu. Buna kar\u015f\u0131l\u0131k, taze sebze-meyve ve ekmek hari\u00e7 tutuldu\u011funda temel g\u0131da \u00fcr\u00fcnlerinin pay\u0131 geriledi.<\/span><br \/><span style=\"color: #000000;\">G\u0131da \u00fcr\u00fcnleri (et ve ya\u011f dahil): %25 \u2192 %22<\/span><br \/><span style=\"color: #000000;\">S\u00fct ve s\u00fct \u00fcr\u00fcnleri: %18 \u2192 %14<\/span><br \/><span style=\"color: #000000;\">\u0130\u00e7ecekler: %11 \u2192 %12<\/span><br \/><span style=\"color: #000000;\">Ev bak\u0131m \u00fcr\u00fcnleri: %7 \u2192 %8<\/span><br \/><span style=\"color: #000000;\">Ki\u015fisel bak\u0131m \u00fcr\u00fcnleri: %10 \u2192 %9<\/span><\/p><p><span style=\"color: #000000;\">Veriler, 2015\u2019te temel g\u0131da harcamalar\u0131n\u0131n at\u0131\u015ft\u0131rmal\u0131k harcamalar\u0131n\u0131n iki kat\u0131ndan fazla oldu\u011funu; 2025\u2019te ise bu fark\u0131n ciddi bi\u00e7imde daralarak, temel g\u0131dan\u0131n at\u0131\u015ft\u0131rmal\u0131klardan yaln\u0131zca yakla\u015f\u0131k %30 daha y\u00fcksek bir seviyede kald\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Bu durum, t\u00fcketim tercihlerinde pratiklik, h\u0131z ve anl\u0131k ihtiya\u00e7lara y\u00f6nelimin g\u00fc\u00e7lendi\u011fine i\u015faret ediyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Kanal Tercihleri De\u011fi\u015fiyor: \u0130ndirim Marketleri \u00d6ne \u00c7\u0131k\u0131yor<\/span><\/strong><br \/><span style=\"color: #000000;\">Son 10 y\u0131lda al\u0131\u015fveri\u015f yap\u0131lan kanallar da \u00f6nemli \u00f6l\u00e7\u00fcde de\u011fi\u015fti. Ara\u015ft\u0131rmaya g\u00f6re haneler al\u0131\u015fveri\u015flerini art\u0131k tek bir noktadan de\u011fil, ortalama 15 farkl\u0131 ma\u011fazadan yap\u0131yor. \u00c7ok kanall\u0131 bu yap\u0131 i\u00e7inde indirim marketleri, hane b\u00fct\u00e7esinden ald\u0131\u011f\u0131 pay\u0131 en fazla artt\u0131ran kanal olarak \u00f6ne \u00e7\u0131k\u0131yor. Buna kar\u015f\u0131l\u0131k ba\u011f\u0131ms\u0131z s\u00fcpermarketler, bakkallar ve a\u00e7\u0131k pazarlar, pay kaybeden kanallar aras\u0131nda yer al\u0131yor.<\/span><br \/><span style=\"color: #000000;\">A\u00e7\u0131k \u00fcr\u00fcnlerin pay\u0131 azal\u0131rken, market markal\u0131 \u00fcr\u00fcnlerin (PL) pay\u0131 art\u0131yor. Markal\u0131 \u00fcr\u00fcnler i\u00e7inde ise yerel markalar g\u00fc\u00e7 kazan\u0131rken, global markalar\u0131n pazar pay\u0131 art\u0131\u015f\u0131nda geride kald\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Yerel Markalar ve Mikro Al\u0131\u015fveri\u015f D\u00f6nemi<\/span><\/strong><br \/><span style=\"color: #000000;\">Ipsos verileri, t\u00fcketicinin yaln\u0131zca fiyat hassasiyetiyle de\u011fil; eri\u015filebilirlik, h\u0131z ve yerelle\u015fme ihtiyac\u0131yla hareket etti\u011fini g\u00f6steriyor. Artan al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131, \u201cstoklu mutfak\u201d anlay\u0131\u015f\u0131n\u0131n yerini anl\u0131k ve ihtiyaca y\u00f6nelik mikro al\u0131\u015fveri\u015f modeline b\u0131rakt\u0131\u011f\u0131n\u0131 ortaya koyuyor. Bu d\u00f6n\u00fc\u015f\u00fcm, yerel markalar ve indirim marketleri i\u00e7in \u00f6nemli f\u0131rsatlar yarat\u0131rken, perakende ekosisteminde rekabet dinamiklerini de yeniden \u015fekillendiriyor.<\/span><br \/><span style=\"color: #000000;\">Ipsos T\u00fcrkiye CEO\u2019su Sidar Gedik, verileri de\u011ferlendirirken son 10 y\u0131lda ya\u015fanan pandemi ve ekonomik dalgalanmalar\u0131n al\u0131\u015fveri\u015f davran\u0131\u015flar\u0131 \u00fczerindeki etkisine dikkat \u00e7ekerek; s\u0131kl\u0131k art\u0131\u015f\u0131n\u0131n, kanal \u00e7e\u015fitlenmesinin ve at\u0131\u015ft\u0131rmal\u0131k kategorisindeki orant\u0131s\u0131z b\u00fcy\u00fcmenin bu d\u00f6nemin en belirgin g\u00f6stergeleri oldu\u011funu vurguluyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Perakendenin Yeni Dengeleri<\/span><\/strong><br \/><span style=\"color: #000000;\">Ipsos Hane T\u00fcketim Paneli\u2019nin 2015\u20132025 verileri; T\u00fcrkiye\u2019de al\u0131\u015fveri\u015fin art\u0131k daha s\u0131k, daha par\u00e7al\u0131, daha \u00e7ok noktaya yay\u0131lan ve farkl\u0131 \u00f6nceliklerle \u015fekillenen bir yap\u0131ya evrildi\u011fini ortaya koyuyor. 2026\u2019ya girerken perakende sekt\u00f6r\u00fcnde rekabetin; fiyat kadar h\u0131z, eri\u015fim, yerel g\u00fc\u00e7 ve esnek \u00e7\u00f6z\u00fcmler etraf\u0131nda yo\u011funla\u015fmas\u0131 bekleniyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">Ara\u015ft\u0131rma Hakk\u0131nda<\/span><\/strong><br \/><span style=\"color: #000000;\">Bu i\u00e7erikte yer alan bulgular, Ipsos taraf\u0131ndan y\u00fcr\u00fct\u00fclen Ipsos Hane T\u00fcketim Paneli ara\u015ft\u0131rmas\u0131ndan derlenmi\u015ftir. T\u00fcrkiye genelini temsil eden 14.000 haneden olu\u015fan panel kapsam\u0131nda, hanelerin ev i\u00e7i sat\u0131n al\u0131mlar\u0131na ili\u015fkin veriler haftal\u0131k olarak toplanmakta ve uzun d\u00f6nemli kar\u015f\u0131la\u015ft\u0131rmalarla analiz edilmekte.<\/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":"<p>Ipsos taraf\u0131ndan y\u00fcr\u00fct\u00fclen Ipsos Hane T\u00fcketim Paneli verileri, T\u00fcrkiye\u2019de hane halk\u0131 al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131n son 10 y\u0131lda k\u00f6kl\u00fc bir d\u00f6n\u00fc\u015f\u00fcm ge\u00e7irdi\u011fini ortaya koyuyor. 2015-2025 d\u00f6nemini kapsayan analiz; yaln\u0131zca fiyatlardaki art\u0131\u015f\u0131 de\u011fil, al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131ndan \u00fcr\u00fcn tercihlerine, kanal da\u011f\u0131l\u0131m\u0131ndan marka yap\u0131s\u0131na kadar uzanan \u00e7ok boyutlu bir de\u011fi\u015fimi g\u00f6zler \u00f6n\u00fcne seriyor. Daha S\u0131k Al\u0131\u015fveri\u015f, Daha Y\u00fcksek Sepet Tutar\u0131Ara\u015ft\u0131rma verilerine [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7599,"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-7598","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\/2026\/01\/ipsos-2025-alisveris.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>T\u00fcrkiye\u2019de Al\u0131\u015fveri\u015fin 10 Y\u0131ll\u0131k Yolculu\u011fu: S\u0131kl\u0131k Art\u0131yor, \u00d6ncelikler De\u011fi\u015fiyor - 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