A few years ago, Ukrainians easily spent money on impulsive purchases, takeaway coffee, updating their wardrobe or vacation tickets. But the war made its adjustments. Over the years, the Ukrainian consumer has become a different person — more pragmatic, less impulsive, much more conscious. Emotional expenses have flowed into the category “for victory”, and former desires have given way to things without which you really cannot survive. Blackouts changed the attitude to electronics, the real estate market crisis turned the approaches to housing, and the uncertainty of the future taught us to buy only the most necessary.
Pre-war trends
A few years ago, Ukrainians were learning to live in a culture of comfortable consumption. Sales, branded goods, loans for equipment and shopping for emotional experiences were familiar realities of the middle class. Money was spent not only on needs, but also on desires, which were shaped by fashion trends and marketing campaigns.
Until 2022, Ukrainian consumption trends moved in the direction of global trends, people spent more on travel, restaurants, and entertainment. The electronics and gadgets market grew rapidly. A new iPhone or laptop became not just work tools, but part of the image. Real estate and cars remained indicators of status, and auto or home loans were common practice. Fashion for a healthy lifestyle pushed the market for fitness, organic products and cosmetics.
Demand for online shopping has increased during the pandemic, and the trend is only set to continue. The average check increased, and brands actively invested in marketing. One-day delivery, monthly service subscriptions and consumer loans made it possible to buy more and faster. Ukrainians learned to live according to European standards – convenience, accessibility and diversity were the main drivers of the market.
Yes, yes data OLX marketplace in 2021, Ukrainians paid great attention to the purchase of household and home goods. The top 10 products include:
- Divan – 516 thousand requests;
- Bicycle – 483 thousand;
- Jacket – 336 thousand;
- Refrigerator – 324 thousand;
- Kitchen – 309 thousand;
- Bed – 296 thousand;
- Sneakers – 288 thousand;
- Laptop – 287 thousand;
- Table – 271 thousand;
- iPhone – 262 thousand.
In 2021, Ukrainians increasingly tried to invest in comfort and everyday life, rather than in technology or entertainment. The “Home and garden” category became the undisputed leader with 46 million requests. “Elektronika” accounted for only 43 million requests. Gadgets, although they remained an important part of life, gave way to furniture and garden tools. “Fashion and style” had 30 million queries. Stylish images have not lost their relevance, although practicality still came to the fore. “Goods for children” had 22 million requests, because caring for the little ones takes place under any circumstances. “Hobbies, recreation and sports” accounted for only 17 million queries. Bicycles, dumbbells and fishing were quite popular, but lost to the comfort of home.
The first year of the war: shock and survival
A full-scale invasion reversed priorities. If earlier purchases were often emotional, now they have become exclusively rational. The main products were long-term storage products, medicines, generators, lanterns, power banks, small bottles and tactical equipment. Ukrainians began to invest in their own security. First aid kits, bulletproof vests, turnstiles have become part of everyday life. People stockpiled long-term storage products: stew, dry rations, cereals, nuts, freeze-dried food.
Financial prudence has replaced the former propensity for credit. People saved money instead of spending it on secondary things. The real estate market froze, cars were bought not for status, but because of the need for mobility. Volunteer fees and donations to the army have become part of the financial habits of Ukrainians.
For statistics OLX, in the second half of 2022, the most active buyers were young women under 25 from Western and Eastern Ukraine who had a job and earned at least UAH 15,000 per month. Interestingly, the number of purchases in the “Clothing” (32%) and “Home Appliances” (25%) categories increased the most over the year.
It should not be forgotten that the rapid growth of the poverty level of the population also significantly affected its consumer interests. As indicated the results survey of the socio-economic status of households (OSESD), which was conducted by the Institute of Demography and Quality of Life Problems of the National Academy of Sciences of Ukraine and the Ukrainian Center for Social Reforms in December 2023 – February 2024 by order of the Ministry of Social Policy of Ukraine, in 2023 the poverty level in Ukraine increased 1.7 times compared to 2021 (from 20.6% to 35.5%). Experts indicate that the main reason for this growth was a sharp economic downturn in 2022, and 2023 only consolidated this situation.
In the first years of the war, a tendency towards collective consumption appeared. People began to rent things more often, to exchange, to buy second-hand goods. Even equipment for a common yard or one generator for several neighbors has become a normal practice. Increased sensitivity to prices. Discounts, promotions, cashbacks are now not just marketing tricks, but a way of survival. People carefully compare prices, follow sales, actively use loyalty programs. Financial instability has changed buyers: they have become smarter, more demanding, less prone to impulsive spending. The main trend now is not just to buy, but to buy profitably and with benefit.
In 2022-2023, Starlink, chainsaws, drones, sleeping bags and even banal candles were in trend. At the same time, consumption did not disappear – it was transformed. Demand for expensive brands fell, but Ukrainians began to support local producers more actively, to buy practical things adapted to new conditions. A culture of conscious consumption, which used to be fashionable only among eco-activists, has become a necessity.
Balance between survival and life
Ukrainians have now realized that the economy must work, and therefore have returned to spending. But now the main factor has become practicality, as well as saving money for unforeseen expenses. People started looking for quality things that will last a long time. They began to buy less, but warmer and more functional clothes. Equipment is only necessary and energy-efficient.
Online shopping has begun to grow again, and Ukrainian manufacturers and European clothes from second-hand stores are becoming increasingly popular. Instead of expensive foreign brands, there are local companies that support the country’s economy. By data According to a study conducted by the research company Gradus Research on the order of the Ministry of Economy of Ukraine in 2024, 92% of Ukrainians supported programs that stimulate the purchase of Ukrainian goods, and 46% consciously choose products of local production.
A Deloitte study confirms that Ukrainians have become more frugal due to the war and economic challenges. Most carefully review their spending, prioritizing basic needs. They save the most on:
- clothes and shoes – 77%;
- household goods and household chemicals – 73%;
- cosmetics and perfumery – 70%
The demand for courses and professional training has also grown. Many have realized that it is worth investing in their own education in order to have a stable income at all times.
In modern realities, Ukrainians began to care about security, and therefore look for goods and equipment that guarantee autonomy and reliability in any crisis situations. Forced to save, the modern buyer prefers convenient prices and flexible payment methods when choosing purchases.
In addition, users are increasingly choosing post offices and convenient logistics even within the same city. However, factors such as paid delivery, prepayment, long waiting times for the product and lack of convenient options for receiving the product can still scare away buyers.
Ukrainians are increasingly shopping online, even for those products that they previously preferred to choose in person – medicines, products, pet products. At the same time, buyers have become more attentive: they pay attention not only to the price, but also to the environmental friendliness of the product and its connection with the occupying country.
Data research of the Ukrainian eCommerce market by Promodo indicate that electronics, although not yet back to 2021 levels, is gradually recovering. Interestingly, this category now has a new seasonality – for example, demand for generators spikes during blackouts. Food and alcohol set records – in 2024, the number of online purchases will double. People get used to ordering them on the Internet and repeat purchases more often. Pet products are a real champion of growth: compared to 2021, sales rose by 20% in foreign currency and 50% in hryvnia. Both the average check and the number of purchases are steadily increasing – Ukrainians do not skimp on their pets.
As we can see, the Ukrainian consumer is no longer the same as it was in the pre-war years. He became cautious, pragmatic and conscious. Emotional purchases have taken a backseat, and spending that makes sense comes first: security, stability and development. The war changed not only our habits, but also our thinking. Ukrainians have become not just economical, but strategic buyers. Now every hryvnia works for survival, stability and future.
The market has also changed: brands had to forget about glamorous marketing and learn to speak honestly with the buyer. People no longer need goods “for status” – they need things that will withstand the winter without light, that will not fail at a critical moment, that are really worth their money. Ukrainians are used to living in the mode of “reasonable consumption”.
