Istanbul Shifts to Survival Mode: 64pct of Credit Card Spending Goes to Groceries
credit card
A new report from the Istanbul Planning Agency (İPA) reveals a striking shift in consumer behavior across Turkey’s largest city: 64.1% of credit card spending in January 2026 went to supermarket purchases, underscoring the growing weight of economic pressures on households.
The findings, published in the January edition of the Istanbul Barometer, show that economic concerns now dominate daily conversations at home—and increasingly dictate how Istanbul residents allocate their spending.
Economy Tops Household Agenda
According to the survey, 50.2% of respondents reported that economic problems are the most frequently discussed issue in their homes. This financial strain is clearly reflected in spending patterns, in which basic needs have taken precedence over discretionary consumption.
When credit card expenditures were analyzed, supermarkets emerged as the dominant category, accounting for nearly two-thirds of all spending. By contrast, other expense categories remained significantly lower:
Fuel and transportation: 5.7%
Dining out: 5.5%
Cash advance payments: 5.2%
Housing expenses: 4.2%
The data indicate that credit cards are increasingly used to cover essential food and grocery expenses, rather than lifestyle or leisure expenses.
Discount Markets Become the Norm
The report also highlights a growing reliance on discount supermarkets. 55.1% of Istanbul residents reported regularly shopping at discount grocery chains to meet food and basic household needs. Only 8.8% reported never visiting such stores.
This shift suggests a structural transformation in consumer habits, driven by sustained inflation and reduced purchasing power. As disposable income tightens, price sensitivity is overtaking brand loyalty.
Price Over Brand: Loyalty Weakens
One of the most significant behavioral changes identified in the report is the erosion of brand loyalty.
According to İPA data, 67.4% of respondents said they would switch brands if a more affordable alternative became available. Meanwhile, 50.2% indicated they would change brands if they perceived a decline in product quality.
Other factors influencing brand switching include:
Negative customer reviews: 27.3%
Brand’s social stance perceived as inappropriate: 22.8%
Lack of environmentally friendly policies: 17.3%
The findings suggest that while price remains the dominant factor, consumers are still attentive to quality and reputation. However, in an environment marked by economic strain, affordability clearly outweighs long-term brand attachment.
Consumption Patterns Reflect Economic Reality
The January 2026 Istanbul Barometer highlights a broader economic narrative: urban households are increasingly prioritizing essentials, managing tighter budgets, and making pragmatic purchasing decisions.
The concentration of credit card spending on groceries indicates that many families are relying on credit to sustain day-to-day consumption. Analysts note that such patterns often signal shrinking real incomes and cautious consumer sentiment.
Moreover, the growing preference for discount retailers and flexible brand switching behavior reflects an adaptive strategy: consumers quickly adjusting to price fluctuations in a high-inflation environment.
Security Also Among Top Concerns
Beyond economic issues, the report notes that security remains a leading concern among residents. However, the data suggest that financial stress is currently the dominant factor shaping daily life and consumer decision-making.
As Istanbul continues to navigate economic headwinds, the January findings provide valuable insight into how households are coping: cutting back on non-essentials, seeking discounts, and prioritizing affordability over loyalty.