Ipsos Report: Only One-Third of Turks Are Satisfied With Life
Happiness in Turkey
A new 2024 Ipsos Türkiye Shopper Annual Report has revealed a stark picture of declining life satisfaction, increased debt, and a growing sense of emotional and financial fatigue among Turkish citizens.
According to the findings, only 33% of participants reported satisfaction with their current life, while 50% described themselves as mentally and physically exhausted, making “fatigue” the most dominant psychological state in the country. Ipsos also noted that Türkiye has lost 40 points in happiness levels compared to 12 years ago.
Household Budgets Under Pressure: Most Cut Spending
The report shows that 68% of respondents had to reduce household spending in 2024, with only 12% stating they could fully meet their financial obligations. Rising inflation and the cost-of-living crisis are forcing many families to prioritize essential needs, abandon non-essentials, and adjust to a more frugal lifestyle.
Meat Becomes a Luxury as Consumption Drops Sharply
Purchasing power has plummeted, especially for meat, personal care, and hygiene products. On average, households now make 33 fewer shopping trips annually compared to last year. Even with more frequent store visits, they’re buying fewer items per trip, underscoring a shift to bare-bones consumption habits.
Credit Card Reliance Grows Amid Rising Debt
The report highlights that 46% of fast-moving consumer goods purchases in 2024 were made using credit cards. Cash use continues to decline, and a staggering 85% of consumers admitted they are unable to fully pay off their credit card debt, signaling a nationwide rise in personal financial insecurity.
Return to Discount Stores Signals Survival Spending
Consumer behavior is increasingly price-focused, with a growing number turning to discount retailers in search of affordability rather than quality. Early 2025 trends suggest that the belt-tightening mindset will persist, as most consumers are concerned with surviving the present rather than saving for the future.
A Pessimistic Outlook Takes Hold
The findings reveal a growing sense of hopelessness, with the majority of respondents agreeing that life has become harder and the future looks uncertain and unpromising. This emotional and financial fatigue is reshaping how Turkish households live, shop, and cope.
IMPORTANT DISCLOSURE: PA Turkey intends to inform Turkey watchers with diverse views and opinions. Articles in our website may not necessarily represent the view of our editorial board or count as endorsement.
Follow our English language YouTube videos @ REAL TURKEY: https://www.youtube.com/channel/UCKpFJB4GFiNkhmpVZQ_d9Rg
And content at Twitter: @AtillaEng
Facebook: Real Turkey Channel: https://www.facebook.com/realturkeychannel/