Changes in the consumer habits of Ukrainians during the war
A study by Gradus in partnership with Vogue Ukraine showed changes in the consumer habits of Ukrainians during the war, particularly the focus on the quality of goods and their impact on emotional well-being. In a survey covering 600 online interviews, 88% of respondents expressed a desire to live in the moment, indicating a shift in consumption priorities. More than 85% are trying to maintain emotional balance, which has become relevant in the context of wartime conditions.
Main consumption trends
According to the research, 47% of respondents reduced spending on essential categories of goods, yet 77% are trying to buy fewer items but of better quality. This reflects a growing interest in investing in health and medical services, as 76% of respondents chose this direction as a priority. Additionally, 59% are willing to spend money on things that improve their emotional state, and 52% are directing funds towards development and new experiences.
These changes in consumption are also reflected in the choice of fashion & beauty brands:
- 39% of respondents consider quality and durability the main criteria for selection.
- Women demonstrate significantly higher spending on items important to them: 61% of them do not wish to cut expenses, compared to 47% of men.
- 70% of women and 50% of men continue to purchase items that enhance their emotional well-being.
In the context of sales, 19% of respondents believe luxury items are a part of normal life. The most expensive purchase during 'Black Friday' amounted to 139,999 UAH for a Samsung OLED TV, while the cheapest was a child’s hat from Huaze for 12 UAH. The maximum savings from discounts on a single basket reached 118,000 UAH. The largest receipt contained 91 items, while the record number of products in one order reached 600.
Thus, the war has led to significant changes in the consumption habits of Ukrainians, where the quality of goods and emotional comfort have become more important than quantity.
Changes in the consumption of Ukrainians during the war reflect broader social and economic trends, influenced by instability and the need to support emotional well-being. In times of crisis, people are increasingly focusing on the quality of goods and services, indicating adaptation to new realities. This could be an important signal for manufacturers and retailers aiming to meet the new needs and preferences of consumers.