16.04.2026 21:09<\/p>\n\n\n\n
Yap\u0131lan bir ara\u015ft\u0131rmaya g\u00f6re ge\u00e7ti\u011fimiz y\u0131l ciro baz\u0131nda parf\u00fcm y\u00fczde 41, sa\u00e7 bak\u0131m\u0131 y\u00fczde 37,\u00a0kozmetik\u00a0y\u00fczde 35 ve cilt bak\u0131m\u0131 y\u00fczde 32 b\u00fcy\u00fcme g\u00f6sterdi. Parf\u00fcmeriler ise 2025\u2019te y\u00fczde 38\u2019lik b\u00fcy\u00fcme g\u00f6stererek, b\u00fcy\u00fcmesini s\u00fcrd\u00fcrmeye devam etti. T\u00fcketicilerin d\u00f6rtte \u00fc\u00e7\u00fc, \u00f6zellikle a\u011f\u0131z bak\u0131m, parf\u00fcm\/deodorant ve sa\u00e7 bak\u0131m kategorilerinde yeni \u00fcr\u00fcn g\u00f6rmek istediklerini belirtirken en yenilik\u00e7i kategoriler kad\u0131n parf\u00fcmleri, \u015fampuanlar ve sa\u00e7 kremleri olarak \u00f6ne \u00e7\u0131kt\u0131.<\/p>\n\n\n\n
Ara\u015ft\u0131rma\u00a0sonu\u00e7lar\u0131 globalde fiyat art\u0131\u015f h\u0131z\u0131n\u0131n yava\u015flad\u0131\u011f\u0131 bir d\u00f6nemde g\u00fczellik ve\u00a0ki\u015fisel bak\u0131m\u00a0kategorilerinin hem hacim hem de ciro a\u00e7\u0131s\u0131ndan g\u00fc\u00e7l\u00fc performans sergiledi\u011fini ortaya koydu. T\u00fcrkiye bu b\u00fcy\u00fcmede b\u00f6lgesel olarak en g\u00fc\u00e7l\u00fc performans g\u00f6steren \u00fclke konumuna y\u00fckselirken, t\u00fcketici davran\u0131\u015flar\u0131ndaki de\u011fi\u015fimlerin ve dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn de pazar\u0131 yeniden \u015fekillendirdi\u011fi belirtildi.<\/p>\n\n\n\n
Ara\u015ft\u0131rma sonu\u00e7lar\u0131na yans\u0131yan verilere g\u00f6re hanede ge\u00e7irilen zaman\u0131n artmas\u0131yla birlikte, T\u00fcrk t\u00fcketicilerinin kuaf\u00f6r ve g\u00fczellik salonu ziyaretlerini azaltt\u0131\u011f\u0131; sa\u00e7 bak\u0131m\u0131, sa\u00e7 boyama, t\u0131rnak bak\u0131m\u0131, cilt bak\u0131m\u0131, sa\u00e7 \u015fekillendirme ve epilasyon gibi i\u015flemleri evde yapmaya y\u00f6neldi\u011fi g\u00f6r\u00fcl\u00fcyor. B\u00f6ylece t\u00fcketiciler, bak\u0131m \u00fcr\u00fcnleri ve ev tipi elektrikli ki\u015fisel bak\u0131m aletleri sat\u0131n alarak tasarruf sa\u011flama yoluna gidiyor.<\/p>\n\n\n\n
2025 y\u0131l\u0131nda T\u00fcrkiye\u2019de h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde online al\u0131\u015fveri\u015f ciro pay\u0131 y\u00fczde 9 iken, ki\u015fisel bak\u0131mdaki online al\u0131\u015fveri\u015fin pay\u0131 y\u00fczde 23 ile h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinin olduk\u00e7a \u00fczerinde seyrediyor. Elektrikli ki\u015fisel bak\u0131m \u00fcr\u00fcnlerinin online al\u0131\u015fveri\u015fteki pay\u0131 ise y\u00fczde 55 seviyelerinde g\u00f6r\u00fcn\u00fcyor.<\/p>\n\n\n\n
Yine \u00fclkemizde sa\u00e7 bak\u0131m\u0131, parf\u00fcm ve makyaj sekt\u00f6rleri online al\u0131\u015fveri\u015fte ki\u015fisel bak\u0131m ortalamas\u0131n\u0131n \u00fczerinde b\u00fcy\u00fcme g\u00f6steriyor. G\u00fczellik kategorilerinin e-ticaret performans\u0131nda v51\u2019lik b\u00fcy\u00fcme g\u00f6ze \u00e7arp\u0131yor. Bu kategorinin alt ba\u015fl\u0131klar\u0131na bak\u0131ld\u0131\u011f\u0131nda; parf\u00fcmde (y\u00fczde 67), sa\u00e7 bak\u0131mda (y\u00fczde 55), makyajda (y\u00fczde 53) ve cilt bak\u0131mda (y\u00fczde 50) art\u0131\u015f g\u00f6r\u00fcl\u00fcyor. Ki\u015fisel bak\u0131m ve sa\u011fl\u0131kl\u0131 ya\u015fam kategorilerinde, 2025 y\u0131l\u0131nda online al\u0131\u015fveri\u015fte en h\u0131zl\u0131 b\u00fcy\u00fcyen 10 alt kategori aras\u0131nda; vitamin ve g\u0131da takviyeleri (y\u00fczde 95), sa\u00e7 k\u00f6p\u00fc\u011f\u00fc (y\u00fczde 77) t\u00fcy d\u00f6k\u00fcc\u00fc kremler (y\u00fczde 73), du\u015f jelleri (y\u00fczde 70), sabun (y\u00fczde 68), \u015fampuanlar (y\u00fczde 68) ve parf\u00fcmler (%67) ile ilk s\u0131ralarda yer al\u0131yor. \u00d6zellikle vitaminlerdeki bu y\u00fckseli\u015f, \u00f6nleyici sa\u011fl\u0131k trendinin y\u00fckseli\u015fini destekliyor.<\/p>\n\n\n\n
Art\u0131k t\u00fcketiciler, sosyal medyan\u0131n etkisiyle\u00a0kozmetik\u00a0\u00fcr\u00fcn i\u00e7erikleri konusunda \u00e7ok daha bilin\u00e7li hale geliyor. Ayn\u0131 zamanda cilt tiplerine \u00f6zel i\u00e7erik bar\u0131nd\u0131ran hibrit \u00fcr\u00fcnlere y\u00f6nelerek, tek bir \u00fcr\u00fcnden \u00e7oklu fayda sa\u011flamay\u0131 tercih ediyor. \u0130\u00e7erik \u00fcreticileri, uzman g\u00f6r\u00fc\u015fleri ve yapay zek\u00e2 destekli bilgi ak\u0131\u015f\u0131 sayesinde t\u00fcketiciler; \u00fcr\u00fcnlerin i\u00e7eri\u011fini analiz edebilen ve kendi ihtiya\u00e7lar\u0131na g\u00f6re de\u011ferlendirebilen bir noktaya ula\u015ft\u0131. T\u00fcketicilerin y\u00fczde 76\u2019s\u0131 ki\u015fisel bak\u0131m al\u0131\u015fveri\u015flerinde i\u00e7erik bilgisine \u00f6nem verirken, en \u00e7ok tercih edilen i\u00e7erikler ise kolajen (y\u00fczde 69) ve keratin (y\u00fczde 50) olarak \u00f6ne \u00e7\u0131k\u0131yor. Bu d\u00f6n\u00fc\u015f\u00fcm, kozmetik al\u0131\u015fveri\u015flerinde marka alg\u0131s\u0131n\u0131n yan\u0131 s\u0131ra, i\u00e7erik odakl\u0131 ve g\u00fcven temelli yeni bir d\u00f6nemi de beraberinde getiriyor.<\/p>\n\n\n\n
Bu e\u011filim yaln\u0131zca kozmetikle s\u0131n\u0131rl\u0131 kalmay\u0131p vitamin ve g\u0131da takviyelerine de yans\u0131rken, D vitamini, C vitamini ve magnezyum, t\u00fcketicilerin ajandas\u0131nda en \u00e7ok tercih edeceklerini beyan ettikleri ilk \u00fc\u00e7 takviye aras\u0131nda yer al\u0131yor.<\/p>\n\n\n\n
Ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131 de\u011ferlendiren NielsenIQ T\u00fcrkiye Genel M\u00fcd\u00fcr\u00fc ve NielsenIQ Do\u011fu Avrupa, Orta Do\u011fu, Afrika & Hindistan E-ticaret B\u00f6lge Ba\u015fkan Yard\u0131mc\u0131s\u0131 Didem \u015eekerel Erdo\u011fan, h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde son iki y\u0131ll\u0131k d\u00f6neme bak\u0131ld\u0131\u011f\u0131nda, globalde fiyat art\u0131\u015flar\u0131 ile birlikte hacimsel art\u0131\u015f h\u0131z\u0131nda yava\u015flamalar g\u00f6r\u00fcld\u00fc\u011f\u00fcn\u00fc ifade etti. Didem \u015eekerel Erdo\u011fan \u201cGlobalde toplam h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerinde b\u00fcy\u00fcme %3,3 olarak ger\u00e7ekle\u015firken, g\u00fczellik ve ki\u015fisel bak\u0131mdaki b\u00fcy\u00fcmenin y\u00fczde 3,9 ile ana kategorilerin aras\u0131nda ba\u015f\u0131 \u00e7ekti\u011fini g\u00f6rmekteyiz. Ayr\u0131ca g\u00fczellik ve ki\u015fisel bak\u0131m kategorisi di\u011fer kategorilerden ayr\u0131\u015farak hem hacim hem ciro baz\u0131nda globalde g\u00fc\u00e7l\u00fc performans g\u00f6steriyor\u201d diye konu\u015ftu.<\/p>\n\n\n\n
Ara\u015ft\u0131rma sonu\u00e7lar\u0131ndan yola \u00e7\u0131karak g\u00fczellik sekt\u00f6r\u00fcne y\u00f6n veren 10 trendi payla\u015fan Didem \u015eekerel Erdo\u011fan, bunlar\u0131n \u201cde\u011fer aray\u0131\u015f\u0131, \u00e7oklu kanal\u0131n y\u00fckseli\u015fi, evde g\u00fczellik rutinleri, g\u00fczellik teknolojisi, farkl\u0131 ku\u015faklar\u0131n ihtiya\u00e7lar\u0131n\u0131 g\u00f6zetmek, i\u00e7erik odakl\u0131l\u0131k, b\u00fct\u00fcnsel sa\u011fl\u0131k, Kore g\u00fczellik anlay\u0131\u015f\u0131, g\u00fczellik al\u0131\u015fveri\u015finde sezonsal d\u00f6nemlerin \u00f6nemi ve \u00e7apraz kategori i\u015f birlikleri\u201d oldu\u011funu s\u00f6yledi.<\/p>\n\n\n\n