Deloitte's 2025 Study on Ukrainian Consumer Behavior
In 2025, Deloitte conducted a study revealing significant shifts in Ukrainian consumer habits. The key findings included increased purchasing activity, a heightened focus on price sensitivity, changes in spending categories, and a notable preference for offline shopping. By comparing data to 2024, the research identified new trends in product selection and the growing influence of digital technologies and social media on consumer choices.
Key Findings from the Report
The results show that 96% of Ukrainians use delivery services, with 35% of respondents ordering couriers or using parcel lockers more frequently. Furthermore, 40% now consider taxis a routine mode of transport. Price sensitivity has become a primary driver of buyer behavior, as noted by ATB-market CEO Natalia Shapovalova:
“We see that Ukrainians are increasingly choosing discount formats, planning their purchases, and responding more actively to promotions.” - Natalia Shapovalova
When asked where they are spending more money, the study revealed the following:
- 14% of respondents buy food products more often, and 38% have increased their spending on them.
- 21% purchase medicines more frequently, with spending up by 36%.
- Spending is most resilient for children's goods, pet food and care, education, and fuel.
- The most common areas for cutbacks are household chemicals, clothing, footwear, and cosmetics.
The research also uncovered shifts in purchasing channels: 76% of Ukrainians buy groceries offline (up from 72% in 2024), and 63% purchase medicines in physical stores. Offline sales account for 66% of household chemical purchases. Online shopping retains its strength in electronics, cosmetics, and clothing, with roughly 17-18% of consumers in each category preferring digital channels.
The impact of digital technology on consumer behavior is substantial. For 34% of shoppers, user reviews are a decisive factor in product selection. TikTok serves as a primary discovery platform for new products for 19% of Ukrainians, while 42% learn about new book releases through social media. The use of artificial intelligence for work or study has risen to 27% of the population, marking an 11 percentage point increase over the year.
These findings provide crucial insights for businesses, illustrating how evolving consumer habits are reshaping the market. The concurrent rise in offline shopping popularity and price sensitivity indicates a need for retailers to adapt their strategies. Given the influence of digital platforms, companies should also focus on online promotion to attract new customers. This study serves as a valuable resource for developing future marketing approaches in a challenging economic climate.
As we observe these evolving consumer trends in Ukraine, it’s essential to understand the broader economic context. The ongoing adaptation of businesses and labor markets plays a crucial role in shaping these behaviors. For a deeper insight into how Ukraine's economy is transforming post-invasion, explore the latest developments in business and e-commerce dynamics.