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Digikala has released a detailed report analyzing the purchasing behavior of Iranian users during the summer of 2025. The study, prepared by Digikala Ads Market Insights Service, examines millions of searches and transactions on the platform. It highlights emerging lifestyle and consumption trends among Iranians.
Digikala Ads Market Insights Service uses real purchasing data to analyze consumer behavior. This analytical arm provides insights into market conditions and habits, helping brands, manufacturers, and businesses make informed marketing and sales decisions.
Energy Crisis Drives Emergency Item Sales
The report focuses on summer purchasing data, comparing it with figures from the previous year. It reveals how economic, social, and environmental factors have influenced buying patterns.
The summer of 2025 was notable for frequent water and electricity outages, which directly impacted consumer behavior. Searches for generators increased by 262%, while purchases surged by 267%. Water pumps saw a 105% increase in searches and a 12% rise in purchases. Searches for water tanks grew by 166%, while portable fans and handheld sprinklers experienced purchase growth exceeding 150%.
Gold Purchases Shift Toward Investment
Economic instability has prompted a shift in the perception of gold. Once primarily purchased for ornamental purposes, gold is now increasingly viewed as an investment tool. Searches for molten gold skyrocketed by 9,762%, while purchases soared by 15,900%. In contrast, ornamental gold searches increased by just 7%.
Survey findings from Digikala Ads Market Insights Service reveal that 57% of respondents cited investment and savings as their primary reason for buying gold. Women showed interest in affordable or second-hand gold, while men preferred molten gold and Bahar Azadi coins. Online gold purchases are also gaining traction, with 33% of users opting for reputable online stores.
Health-Conscious Choices Shape Food Trends
A notable shift toward healthier and organic nutrition emerged this summer. Searches for matcha rose by 243%, while purchases increased by 62%. Iranian tea searches grew by 400%, and organic coffee saw a 124% rise in interest. According to a survey of 800 users, 43% considered taste the most important factor when choosing matcha. Only one-quarter prioritized price. Additionally, 36% of buyers discovered matcha through online stores.
Skincare and Automotive Trends Evolve
In personal care categories, sunscreen purchases increased by 27% compared to last year. Hydrating products and makeup removers saw growth rates of 26%–28%. A survey of 500 users found that 73% regularly use sunscreen. Women prioritized recommendations from doctors when selecting a brand, while men considered price as the main factor.
In the automotive sector, consumers focused on safety upgrades and maintenance rather than replacing vehicles. Dash camera purchases jumped by 1,794%. Car batteries experienced growth of 283%, while motor oil purchases rose by 94%.
Overall, Digikala's report underscores how Iranian consumers adapted to challenges like energy shortages, inflation, and global health trends through their purchasing decisions this summer.
