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20 Apr. 2023

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Consumer life of Ukrainians has changed over the year: how they spend money during the war

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Consumer life of Ukrainians has changed over the year: how they spend money during the war

The war forced Ukrainians to reconsider their preferences. Some people started to be more economical in their purchases of various goods, while others became more frugal. Find out more about what has changed in the consumer life of Ukrainian citizens over the year

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After the outbreak of full-scale war, most Ukrainians stopped making impulsive purchases and started planning their spending based on their needs. Here's how consumer life in Ukraine has changed since the russian invasion.


One of the main changes that took place in the lives of Ukrainians during the war was the deterioration of the economic situation in the country. Rising inflation and the devaluation of the national currency led to a sharp decline in household incomes and an increase in prices for products and services. As a result, many Ukrainians were forced to change their consumption habits and look for cheaper alternatives more often.


One of the main expenses affected by the war is food. For example, according to a study by Gradus Research, in April 2022, brands virtually ceased to exist for consumers in Ukraine. At the same time, the main selection criterion was the assortment on the shelves - 63% of Ukrainians bought what was available.


Last year, people began to make fewer impulse purchases, particularly when choosing food. The number of people who chose food thoughtfully increased by 12%.


In addition, as the consulting company Deloitte found out, in 2022, citizens tried to save as much as possible on some types of goods that they considered not critical:


1. leisure and entertainment outside the home - 86%;

2. alcoholic beverages - 83%;

3. cosmetics and perfumes - 82%;

4. ready-made food (in cafes and restaurants) - 80%;

5. clothing and footwear - 79%.


Also, since the beginning of the war, citizens have expectedly started saving more and shopping less often. Depending on the category of goods, 47-86% of Ukrainians save money. Consumers save the least on medicines, children's goods, and dual-purpose goods. At the same time, 33% of Ukrainians began to spend less on food, and most said they were ready to save on food. 


As for the rationality of purchases, the number of citizens who began to plan most of their purchases has almost doubled (42%) compared to pre-war 2021 (24%). At the same time, in 2023, the percentage of this category of citizens increased to 46%.  


Also, as of January this year, the number of citizens who switched to cheaper brands (analogs) has increased.


Meanwhile, it is worth noting that almost all Ukrainians refuse to buy goods that remain on the russian market. At the same time, more than a third are willing to pay more to producers who support the Armed Forces.


In addition to food, the war has also affected the consumer market for appliances and electronics. Due to the decline in household income, many Ukrainians were forced to save money on purchases of electronic devices and household appliances. This led to an increase in demand for cheaper models and a decrease in demand for more expensive ones.


In addition, during the war, people's consumption habits in the field of tourism and entertainment changed. Many Ukrainians began to choose alternative tourism destinations, namely, domestic vacations. 


By the way, we talked about where Ukrainians prefer to vacation during martial law here.




We recommend purchasing it for a safe and comfortable trip to Ukraine: 


Visit Ukraine Insurance - safe travel in Ukraine (insurance covering military risks);

Visit Ukraine Tickets - book bus and train tickets to/from Ukraine;

Visit Ukraine Tours - the largest online database of tours to Ukraine for every taste;

Visit Ukraine Hotels - book hotels for a comfortable stay in Ukraine;

Visit Ukraine Merch - choose patriotic clothing and accessories with worldwide delivery.

Cooperation - cooperation and advertising integrations with Visit Ukraine and Visit World projects.




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