Recently, a meme went viral on social networks that the most developed brain is able to adjust the needs of the body to actions in ATB. Laughter and sin, as they say. After all, under the conditions of a rapid increase in prices for products with consistently low salaries and pensions, many people have to focus their grocery shopping on “red” price tags. There are many reasons for the increase in the price of products. This is a disruption of logistics chains, a reduction in production, an increase in energy prices, and a devaluation of the national currency. Goods with high demand and limited supply are increasing in price the most. For example, basic foodstuffs such as bread or milk remain necessary even in times of crisis. At the same time, seasonal products (fruits, vegetables) show greater price volatility.
The cost of the grocery basket is constantly increasing
During the period from 2021 to 2024, food prices in Ukraine experienced a significant increase, which became a tangible blow for many families. Cheese rose in price the most — by a staggering 323%! From UAH 125 in 2021, its price jumped to UAH 533 in 2024. Eggs also became a symbol of rising prices, their cost increased by 131%, which made the usual breakfast – scrambled eggs or omelet – a luxury for some families.
Even basic products such as milk (+68%) and bread (+36%) have become more expensive. These aren’t just numbers, they’re stories of the struggle to survive in times of shrinking incomes and ever-increasing costs. People are forced to review their habits, look for alternatives and save even on the most necessary.
Infographic: IA “FACT”
The cost of the grocery basket also increased. On our infographic, you can see the dynamics of changes in the grocery basket, which includes the cost of basic products in the calculation of a one-time purchase.
Infographic: IA “FACT”
The war changed the eating habits of Ukrainians
Faced with rising food prices, Ukrainians are forced to adapt their eating habits to new realities. Reducing food costs becomes possible thanks to the choice of more affordable products, reducing the volume of purchases and focusing on promotional offers. Increasingly, people are switching to simpler meals, cooking at home instead of visiting cafes or restaurants, and also buying products in smaller quantities to avoid unnecessary expenses.
In conditions of high inflation, the practice of planning menus in advance and making shopping lists, which helps to avoid impulsive spending, is gaining popularity. In addition, Ukrainians pay more and more attention to seasonal goods, because in certain periods of the year they are much cheaper.
Therefore, changes in consumer habits indicate flexibility and the ability to adapt to difficult economic conditions.
According to research data Gradus Research, 64% of respondents began to choose cheaper food products more often. In addition, 48% began preparing meals at home more often, and 42% reported reducing the amount of food they consumed. Another 40% of respondents resort to using new recipes and methods of cooking from available products, and 27% skip certain meals.
Kyiv and Western regions save less
Infographic: IA “FACT”
Research results Gradus Research also testify to a significant reduction in the food budget in all regions of Ukraine due to the economic challenges caused by the war. The southern region has the highest share of respondents who have reduced food expenses (69.6%). The Central (69.2%) and North-Eastern (68.6%) regions also show high rates of decline. Kyiv (64.9%) and the Western region (64.0%) have slightly lower shares of respondents who reduced the budget. This may be due to relatively higher income levels or access to humanitarian aid.
The most vulnerable to rising prices of products is the older population. People aged 56+ show a significant decrease in the budget for products in all regions (77%). This indicates the vulnerability of this group, as their income is often limited by pensions. These data point to the need to strengthen social protection, especially for older age groups, and to support the economy to reduce the pressure on households.
Infographic: IA “FACT”
Consequently, the increase in food prices forced Ukrainians to radically change their consumption habits, adapt to new conditions and look for ways to save money. Older people and residents of regions where economic challenges are particularly felt remain the most vulnerable to these changes. This indicates an urgent need to strengthen social protection and implement effective economic measures to support the population in times of crisis.
