Getir's Research Finds Grocery Shopping Takes 96 Hours a Year

A study conducted by Türkiye-based online grocery platform Getir and Veri Enstitüsü among 1,320 people across Türkiye found that weekly grocery shopping takes an average of 111 minutes, including preparation, transportation, and putting away purchased products. Assuming one shopping trip per week, the annual time spent reaches approximately 96 hours, while transportation expenses amount to 12,950 TL. According to the study, 52% of respondents use online grocery shopping or rapid delivery services.

Getir Study Calculates the Annual Cost of Grocery Shopping

The "Grocery Shopping and Time Perception Study," conducted in collaboration between Getir and Veri Enstitüsü, examined the shopping habits, time use, and attitudes toward digital grocery services of 1,320 participants aged 18 and over across Türkiye. The study found that a weekly or more extensive grocery shopping trip takes an average of 111 minutes, including preparing a shopping list, traveling to the store, selecting products, making payments, and putting away purchases at home. This duration increases to 181 minutes when shopping with children.

According to the findings shared by Getir, assuming grocery shopping takes place once a week, the annual time cost amounts to approximately 96 hours. The average round-trip transportation expense of 249 TL reported by participants also reaches approximately 12,950 TL annually when calculated at the same frequency. This amount does not include the cost of purchasing grocery products.

The leading factors that make physical shopping difficult for consumers include hot weather at 40%, heavy products at 38%, and crowds at 36%. While 26% of respondents identified carrying products as a problem, the proportion of those who found shopping tiring was measured at 46% among women and 36% among men.

Promotions and Time Savings Stand Out in Online Grocery Shopping

According to the study, 52% of participants use online grocery shopping or rapid delivery services. Among those using these services, 44% cite promotions and price advantages as reasons for their preference, while 32% report that they do not have sufficient time or opportunity to visit a grocery store. The proportion of those citing reluctance to go shopping is 30%, while 29% prefer digital channels to purchase heavy or bulky products.

In Getir's research, online shopping stands out in terms of convenience at 49%, time savings at 48%, and promotions and price comparisons at 43%. Among consumers who make one-quarter of their grocery purchases through online channels, 58% cite promotions as a reason for their preference. Among those who make almost all their purchases through digital channels, this proportion falls to 28%.

Getir CEO Batuhan Gültakan stated that promotions are effective in encouraging consumers to try online grocery services, while time savings, convenience, and personalized experiences become more decisive factors in regular use.

Time and Budget Pressures Influence Consumers' Shopping Preferences

Among the study participants, 46% reported frequently having to deal with multiple tasks simultaneously, while 38% stated that there was not enough time in the day. If shopping time were reduced by half, 26% of participants would prefer to spend the time saved resting or sleeping, 19% would spend it with loved ones, and 18% would devote it to personal care.

Bekir Ağırdır, Chairman of the Board of Veri Enstitüsü, stated at the meeting where the research was presented that consumers consider not only product prices but also time and physical effort when making shopping decisions. In his assessment of income distribution and budget pressures in Türkiye, Ağırdır stated that 80% of society has shifted toward survival-oriented consumption behavior.

Ağırdır said that a significant proportion of consumers are trying to meet their basic needs at the lowest possible cost and that promotions play a decisive role in purchasing decisions. This assessment was presented as Ağırdır's interpretation of economic conditions rather than as an independently measured finding of the study.

Getir Focuses on AI-Powered Shopping Tools

Getir's research also examined consumers' expectations of AI-powered shopping services. While 47% of participants expect these services to find better prices and promotions, 37% expect product recommendations tailored to their needs. Meanwhile, 40% consider it important to retain the final decision in the purchasing process.

As part of this approach, the company highlights its "Alışveriş Listem" (My Shopping List) and "Hazır Sepet" (Ready Basket) features, which aim to simplify shopping planning. The first feature converts shopping lists in photo or text format into digital shopping baskets, while the second provides product recommendations based on previous purchases.

Gültakan stated that online grocery shopping accounts for approximately 10% of total grocery shopping in Türkiye, compared with nearly 18% in the United Kingdom. These figures were presented as the company executive's assessment of the sector rather than as results calculated from the study's sample.