Grocery Shopping Research: Duration, Cost, and Time Perception

The Grocery Shopping and Time Perception Research, conducted by Getir and the Data Institute, has shed light on how consumers balance time, budget, and effort spent on grocery shopping. According to the research, weekly or comprehensive grocery shopping takes an average of 111 minutes, while this duration reaches 181 minutes for families with children.

According to the research data, the average 111-minute shopping trip made once a week corresponds to at least 96 hours, or exactly 4 days, per year. With an average round-trip cost of 249 TL reported by participants, the total annual transportation expense reaches approximately 12,950 TL. The most challenging factors in physical grocery shopping are ranked as hot weather at 40 percent, heavy products at 38 percent, crowds at 36 percent, and carrying products at 26 percent.

52 percent of consumers use online grocery or quick delivery channels. Among those who prefer online shopping, 44 percent cite campaigns and price advantages, 32 percent cite a lack of time or opportunity, 30 percent cite laziness, and 29 percent cite the purchase of heavy products as their reasons. Getir CEO Batuhan Gültakan stated that campaigns are effective in encouraging the trial of online channels, and as usage deepens, time and convenience become the determining factors. Data Institute Board Chairman Bekir Ağırdır emphasized that consumers want to better manage physical effort and budget.