{"id":4265,"date":"2023-04-05T01:07:41","date_gmt":"2023-04-04T22:07:41","guid":{"rendered":"https:\/\/datakapital.com\/blog\/?p=4265"},"modified":"2025-07-28T00:19:46","modified_gmt":"2025-07-27T21:19:46","slug":"amerikan-saglik-sektoru-yukselis-trendini-devam-ettiriyor","status":"publish","type":"post","link":"https:\/\/datakapital.com\/blog\/amerikan-saglik-sektoru-yukselis-trendini-devam-ettiriyor\/","title":{"rendered":"Amerikan Sa\u011fl\u0131k Sekt\u00f6r\u00fc Y\u00fckseli\u015f Trendini Devam Ettiriyor"},"content":{"rendered":"<p><strong>Amerikan Sa\u011fl\u0131k Sekt\u00f6r\u00fc<\/strong> ku\u015faklara g\u00f6re nas\u0131l de\u011fi\u015fiyor ve \u00f6ncelikler nas\u0131l \u015fekil al\u0131yor?<\/p>\n<ul>\n<li>Y ku\u015fa\u011f\u0131 i\u00e7in esenlik (well-being) di\u011fer jenerasyonlara g\u00f6re \u00e7ok daha \u00f6nemli. Sa\u011fl\u0131k, uyku, g\u0131da, fitness, zihin sa\u011fl\u0131\u011f\u0131 ve g\u00fczel g\u00f6r\u00fcn\u00fcme di\u011fer jenerasyonlardan daha fazla dikkat ediyor.<\/li>\n<li>T\u00fcketicilerin %45\u2019i \u00fcr\u00fcnlerden ziyade servis ve uygulama aboneliklerini sat\u0131n almaya niyetliler.<\/li>\n<li>En b\u00fcy\u00fck potansiyel sat\u0131n al\u0131m g\u00fcc\u00fc Y jenerasyonuna ait.<\/li>\n<li>Son 2 senede, \u00a0\u00fcnl\u00fclerin ve influencerlar\u0131n markay\u0131 ke\u015ffetmede \u00f6nemli olduklar\u0131n\u0131 d\u00fc\u015f\u00fcnen insanlar\u0131n oran\u0131 %20 artarak toplamda %60\u2019a \u00e7\u0131kt\u0131.<\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4266\" src=\"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Y-Jenerasyonu-Saglik-Urunleri-Tercihi.jpg\" alt=\"millennials sa\u011fl\u0131k ve well being tercihleri\" width=\"624\" height=\"271\" title=\"\" srcset=\"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Y-Jenerasyonu-Saglik-Urunleri-Tercihi.jpg 624w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Y-Jenerasyonu-Saglik-Urunleri-Tercihi-300x130.jpg 300w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Y-Jenerasyonu-Saglik-Urunleri-Tercihi-150x65.jpg 150w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Y-Jenerasyonu-Saglik-Urunleri-Tercihi-450x195.jpg 450w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/p>\n<p>Amerika\u2019da well-being \u00fcr\u00fcnleri ve hizmetlerine yap\u0131lan harcamalar 450 milyar dolar\u0131 ge\u00e7ti ve bir \u00f6nceki y\u0131la oranla %5 b\u00fcy\u00fcd\u00fc. <a href=\"https:\/\/datakapital.com\/blog\/market-yamyamligi\/\">Pazardaki \u00fcr\u00fcnler ge\u00e7ti\u011fimiz y\u0131llara k\u0131yasla evrim ge\u00e7irdi<\/a> ve pazarda daha fazla yer tutmaya ba\u015flad\u0131. Ancak t\u00fcketici ara\u015ft\u0131rmalar\u0131 g\u00f6steriyor ki pazardaki \u00fcr\u00fcnler pek \u00e7ok kullan\u0131c\u0131n\u0131n tam olarak arad\u0131\u011f\u0131n\u0131 kar\u015f\u0131lam\u0131yor. Ankete kat\u0131lan t\u00fcketicilerin yakla\u015f\u0131k %37&#8217;si hem uyku hem de zihin sa\u011fl\u0131\u011f\u0131 segmentlerinde ek \u00fcr\u00fcn ve hizmetler istedi\u011fini ifade ederken m\u00fc\u015fterilerin neredeyse \u00fc\u00e7te biri di\u011fer d\u00f6rt sa\u011fl\u0131kl\u0131 ya\u015fam kategorisindeki \u00fcr\u00fcnlerden de daha fazla elde etmek istiyor. Bu tatminsizlik durumu \u00f6zellikle potansiyel harcamalar\u0131n en b\u00fcy\u00fck ku\u015fa\u011f\u0131n\u0131 temsil eden Y jenerasyonu i\u00e7in ge\u00e7erli. \u015eirketler, \u00f6zellikle Y ku\u015fa\u011f\u0131na daha iyi hizmet vermek i\u00e7in \u00e7abal\u0131yorlar.<\/p>\n<p>Y ku\u015fa\u011f\u0131n\u0131n hen\u00fcz kar\u015f\u0131lanmam\u0131\u015f talebini, \u00fcr\u00fcnlerini ki\u015fiselle\u015ftirebilen ve de\u011fer odakl\u0131 yakla\u015fan \u015firketlerin uzun vadede kazan\u00e7l\u0131 \u00e7\u0131kaca\u011f\u0131n\u0131 \u00f6n g\u00f6ren rapor esenlik (well-being) pazar\u0131n\u0131 6 kategoriye ay\u0131rm\u0131\u015f:<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-4267\" src=\"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-pazari-kategorileri.png\" alt=\"Well being pazar\u0131nda Y ku\u015fa\u011f\u0131 tercihleri\" width=\"624\" height=\"318\" title=\"\" srcset=\"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-pazari-kategorileri.png 624w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-pazari-kategorileri-300x153.png 300w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-pazari-kategorileri-150x76.png 150w, https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-pazari-kategorileri-450x229.png 450w\" sizes=\"(max-width: 624px) 100vw, 624px\" \/><\/p>\n<ol>\n<li><em><strong>Sa\u011fl\u0131k: Re\u00e7etesiz sat\u0131lan ila\u00e7lar, vitaminler ve ki\u015fisel hijyen \u00fcr\u00fcnleri<\/strong><\/em><\/li>\n<li><em><strong>Fitness: Fitness kul\u00fcpleri, st\u00fcdyolar, ev tipi fitness ekipmanlar\u0131 ve fitness giyim \u00fcr\u00fcnleri<\/strong><\/em><\/li>\n<li><em><strong>Beslenme: Diyet programlar\u0131, abonelikle yemek hizmetleri, beslenme uygulamalar\u0131 ve meyve-sebze diyeti<\/strong><\/em><\/li>\n<li><em><strong>G\u00f6r\u00fcn\u00fcm: Cilt bak\u0131m\u0131, dermo-kozmetik, sa\u00e7 bak\u0131m\u0131 ve kuaf\u00f6r\u00a0<\/strong><\/em><\/li>\n<li><em><strong>Zihin Sa\u011fl\u0131\u011f\u0131: Dan\u0131\u015fmanl\u0131k ve terapi, meditasyon ve mobil meditasyon uygulamalar\u0131<\/strong><\/em><\/li>\n<li><em><strong>Uyku: Uyku takviye \u00fcr\u00fcnleri, uyku takip uygulamalar\u0131 ve di\u011fer uyku sa\u011flay\u0131c\u0131 \u00fcr\u00fcnler<\/strong><\/em><\/li>\n<\/ol>\n<p>Rakiplere nazaran farkl\u0131la\u015fmak, ki\u015fiselle\u015ftirebilmek ve de\u011fer yaratmak i\u00e7in stratejinin en temeline m\u00fc\u015fteriyi konumland\u0131rmak gerekir. Konu <em style=\"font-size: 14px; color: var(--c-contrast-800);\">well-being <\/em><span style=\"font-size: 14px; color: var(--c-contrast-800);\">olunca t\u00fcketiciler bu 6 alan\u0131 birbirinden ayr\u0131 g\u00f6rm\u00fcyor ve birka\u00e7\u0131n\u0131n ayn\u0131 anda yer ald\u0131\u011f\u0131 uygulamalar\u0131 tercih ediyorlar. \u00d6rne\u011fin Hum Nutrition uygulamas\u0131 zihin sa\u011fl\u0131\u011f\u0131m\u0131, cildi, sa\u00e7\u0131 ve di\u011fer fiziksel \u00f6zellikleri iyile\u015ftirmek isteyen insanlar i\u00e7in vitamin ve beslenme diyeti sunuyor.\u00a0<\/span><\/p>\n<p>Sa\u011fl\u0131k \u00fcr\u00fcnleri dedi\u011fimiz zaman ak\u0131llara re\u00e7ete ile sat\u0131lan ila\u00e7lar gelebilir fakat yukar\u0131dan da anla\u015f\u0131laca\u011f\u0131 \u00fczere bunlar daha \u00e7ok ki\u015fisel bak\u0131m ve takviye g\u0131da olarak kategorize edebilece\u011fimiz \u00fcr\u00fcnlerdir. Bu pazar\u0131n m\u00fc\u015fterileri h\u0131zl\u0131 bir \u015fekilde \u00fcr\u00fcnleri t\u00fcketme hedefinde de\u011fillerdir. E\u011fer \u015firketler kendi de\u011ferleri ile m\u00fc\u015fterileri bulu\u015fturup tatmin edebilirse, uzun \u00f6m\u00fcrl\u00fc ve sadakate dayal\u0131 ili\u015fkiler kurulabilir. \u00a0Bu pazarda talebin s\u00fcrekli olarak artmas\u0131yla beraber kurulan start-up say\u0131s\u0131 da ge\u00e7en y\u0131la g\u00f6re 480\u2019den 730\u2019a \u00e7\u0131kt\u0131. Start-up pazar\u0131n\u0131n de\u011feri 15 milyar $ iken bu y\u0131l 29 milyar $ g\u00f6rd\u00fc.<\/p>\n<h2>Ki\u015fiselle\u015ftirme<\/h2>\n<p>\u00dcr\u00fcnlerin ki\u015fiselle\u015ftirilmesine Y Ku\u015fa\u011f\u0131 ve Z jenerasyonu di\u011fer ku\u015faklara g\u00f6re daha fazla \u00f6nem veriyor. Y Ku\u015fa\u011f\u0131n\u0131n %49\u2019u ve Z jenerasyonun %37\u2019si \u00fcr\u00fcnlerin ki\u015fiselle\u015ftirilmi\u015f olduklar\u0131nda \u00fcr\u00fcn\u00fc sat\u0131n alma isteklerinin g\u00fc\u00e7l\u00fc oldu\u011funu belirtiyor. \u00d6rne\u011fin ZOE \u015firketi m\u00fc\u015fterilerin g\u00fcnl\u00fck al\u0131\u015fkanl\u0131klar\u0131, uyku d\u00fczenleri, ya\u015f, egzersiz s\u0131kl\u0131\u011f\u0131 ve dahas\u0131 kandaki glikoz, mikrobiyom ve kan lipitlerine g\u00f6re ki\u015fiselle\u015ftirilmi\u015f programlar haz\u0131rl\u0131yor.<\/p>\n<h2>\u00dcnl\u00fclerin Rol\u00fc<\/h2>\n<p>Amerika\u2019da son y\u0131llarda \u00fcnl\u00fclerin \u00e7\u0131kartt\u0131\u011f\u0131 g\u00fczellik \u00fcr\u00fcnlerini, insanlar\u0131n bu tarz \u00fcr\u00fcnleri sat\u0131n almas\u0131nda kritik rol oynad\u0131. Son 2 senede, bu alanda \u00fcnl\u00fclerin ve influencerlar\u0131n markay\u0131 ke\u015ffetmede \u00f6nemli olduklar\u0131n\u0131 d\u00fc\u015f\u00fcnen insanlar\u0131n oran\u0131 %20 artarak %60\u2019lara geldi. Ancak \u00fcnl\u00fcler ve influencerlar\u0131n etkisi kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda g\u00fczellik \u00fcr\u00fcnlerinde \u00fcnl\u00fcler daha \u00f6n plana \u00e7\u0131k\u0131yor. Bunun en b\u00fcy\u00fck sebebi olarak \u00fcnl\u00fclerin kendilerinin giri\u015fimde bulundu\u011fu g\u00fczellik \u00fcr\u00fcnleri g\u00f6steriliyor. Influncerlar ba\u015fka \u00fcr\u00fcnleri kullan\u0131p bunlar\u0131n reklam\u0131n\u0131 yaparken \u00fcnl\u00fcler kendi markalar\u0131n\u0131 yarat\u0131yor ve \u00fcnl\u00fc ile marka \u00f6zde\u015fle\u015fiyor. Kora Organics (Miranda Kerr), Kylie Cosmetics (Kylie Skin), JLo Beauty (Jennifer Lopez) gibi markalar g\u00fcven ve prestij de\u011feri ile \u00f6n plana \u00e7\u0131k\u0131yor.<\/p>\n<h2>Potansiyel Sat\u0131n Al\u0131m ve Platform<\/h2>\n<p>\u015eu an pazardaki sat\u0131n al\u0131mlar\u0131n %30\u2019unu servis ve uygulamalar tutarken bu oran\u0131n gelecekte artaca\u011f\u0131 \u00f6n g\u00f6r\u00fcl\u00fcyor. T\u00fcketicilerin %45\u2019i \u00fcr\u00fcnlerden ziyade servis ve uygulama aboneliklerini sat\u0131n almaya niyetliler. Bu noktada baz\u0131 g\u00fcven endi\u015felerinden ve halihaz\u0131rda e-ticaretin bu alanda n\u00fcfuzunu yeterince geni\u015fletmi\u015f olmas\u0131na binaen orta vadede e-ticaret alan\u0131nda b\u00fcy\u00fck bir at\u0131l\u0131m beklenmiyor. T\u00fcketicilerin al\u0131\u015fkanl\u0131klar\u0131n\u0131n pazarda rutine oturmu\u015f olmas\u0131 da e-ticaretin ola\u011fan seyredece\u011fini destekliyor. Zira t\u00fcketicilerin %64\u2019\u00fc sa\u011fl\u0131k uygulamalar\u0131n\u0131n g\u00fcnl\u00fck rutini oldu\u011funu belirtirken %70\u2019i de fitness aplikasyonlar\u0131n\u0131n g\u00fcnl\u00fck rutinleri haline geldi\u011fini belirtiyor.<\/p>\n<h2>Trend<\/h2>\n<p>Y ku\u015fa\u011f\u0131 i\u00e7in <em>well-being<\/em> di\u011fer jenerasyonlara g\u00f6re \u00e7ok daha \u00f6nemli. Sa\u011fl\u0131k, uyku, g\u0131da, fitness, zihin sa\u011fl\u0131\u011f\u0131 ve g\u00fczel g\u00f6r\u00fcn\u00fcme ortalama t\u00fcketicilerden daha y\u00fcksek oranda dikkat ediyorlar. \u00a0Sa\u011fl\u0131kl\u0131 ya\u015famda ortalama di\u011fer ku\u015faklar\u0131n ortalamas\u0131 %47 iken Y ku\u015fa\u011f\u0131 i\u00e7in %52 ve g\u00fczel g\u00f6r\u00fcnme ortalama %30 iken Y ku\u015fa\u011f\u0131nda ise %37. Di\u011fer nesillere g\u00f6re %29\u2019a k\u0131yasla Y ku\u015fa\u011f\u0131n\u0131n %35\u2019i ilerleyen y\u0131llarda sa\u011fl\u0131k \u00fcr\u00fcnlerine daha fazla \u00f6nem verece\u011fini s\u00f6yl\u00fcyor.<\/p>\n<p>Sa\u011fl\u0131k \u00fcr\u00fcnlerinden sonra t\u00fcketicilerin en \u00f6nem verdi\u011fi konu uyku. Uyku trendinin gelecek y\u0131llarda da artmas\u0131 bekleniyor. T\u00fcketicilerin %47\u2019si uykuyu y\u00fcksek \u00f6ncelikli kategoriye koyuyor. Bununla beraber uyku cihazlar\u0131nda patent art\u0131\u015f\u0131 bu y\u0131l %12 oldu. Uyku teknolojilerine yap\u0131lan yat\u0131r\u0131m ise 2019-2020 y\u0131llar\u0131 aras\u0131nda %66 artt\u0131.<\/p>\n<p>Kaynak :<a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/still-feeling-good-the-us-wellness-market-continues-to-boom\" target=\"_blank\" rel=\"noopener\"> <em>2022 McKinsey \u201cStill Feeling Good: The US Wellness Market Continues to Boom\u201d <\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amerikan Sa\u011fl\u0131k Sekt\u00f6r\u00fc ku\u015faklara g\u00f6re nas\u0131l de\u011fi\u015fiyor ve \u00f6ncelikler nas\u0131l \u015fekil al\u0131yor? Y ku\u015fa\u011f\u0131 i\u00e7in esenlik (well-being) di\u011fer jenerasyonlara g\u00f6re \u00e7ok daha \u00f6nemli. Sa\u011fl\u0131k, uyku, g\u0131da, fitness, zihin sa\u011fl\u0131\u011f\u0131 ve g\u00fczel g\u00f6r\u00fcn\u00fcme di\u011fer jenerasyonlardan daha fazla dikkat ediyor. T\u00fcketicilerin %45\u2019i \u00fcr\u00fcnlerden ziyade servis ve uygulama aboneliklerini sat\u0131n almaya niyetliler. En b\u00fcy\u00fck potansiyel sat\u0131n al\u0131m g\u00fcc\u00fc<\/p>\n","protected":false},"author":9,"featured_media":4268,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,48],"tags":[246,226,265,203,264,266],"class_list":{"0":"post-4265","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-jeoekonomik-makro-veriler","8":"category-kuresel-trendler","9":"tag-marketing","10":"tag-pazarlama","11":"tag-saglik-sektoru","12":"tag-startup","13":"tag-well-being","14":"tag-y-jenerasyonu"},"better_featured_image":{"id":4268,"alt_text":"Y Jenerasyonu Sa\u011fl\u0131k Tercihleri","caption":"","description":"","media_type":"image","media_details":{"width":624,"height":415,"file":"2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri.jpg","filesize":118682,"sizes":{"medium":{"file":"Well-being-sektorunde-Y-jenerasyonu-tercihleri-300x200.jpg","width":300,"height":200,"mime-type":"image\/jpeg","filesize":20598,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri-300x200.jpg"},"thumbnail":{"file":"Well-being-sektorunde-Y-jenerasyonu-tercihleri-150x150.jpg","width":150,"height":150,"mime-type":"image\/jpeg","filesize":8539,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri-150x150.jpg"},"bunyad-small":{"file":"Well-being-sektorunde-Y-jenerasyonu-tercihleri-150x100.jpg","width":150,"height":100,"mime-type":"image\/jpeg","filesize":6258,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri-150x100.jpg"},"bunyad-medium":{"file":"Well-being-sektorunde-Y-jenerasyonu-tercihleri-450x299.jpg","width":450,"height":299,"mime-type":"image\/jpeg","filesize":42747,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri-450x299.jpg"}},"image_meta":{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0","keywords":[]}},"post":4265,"source_url":"https:\/\/datakapital.com\/blog\/wp-content\/uploads\/2023\/04\/Well-being-sektorunde-Y-jenerasyonu-tercihleri.jpg"},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/comments?post=4265"}],"version-history":[{"count":3,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4265\/revisions"}],"predecessor-version":[{"id":5415,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/posts\/4265\/revisions\/5415"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media\/4268"}],"wp:attachment":[{"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/media?parent=4265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/categories?post=4265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/datakapital.com\/blog\/wp-json\/wp\/v2\/tags?post=4265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}