New Consumption Models: How Ukrainians Adapt to the War

According to hvylya.net: Nearly 90% of Ukrainians are in a state of high or very high stress, which affects their purchasing behavior. According to a Gradus Research study, price is more important than brand, and spontaneous purchases have become relevant again after a period of restrictions.

The stress level among Ukrainians has not decreased since 2020 when the world was hit by the COVID-19 pandemic. However, people have started to pay more attention to their health, home affairs, and family, which have become important priorities in their lives.

If in December 2022, more than half of the respondents paid attention to brands, then in March 2025, the percentage of those who ignore brands increased from 33% to 44%.

The emergence of new brands has particularly interested Ukrainians, especially representatives of Generation Z. According to the research, they even recommend new products to their parents and friends, indicating their openness to experimentation.

Ukrainians continue to adapt to new realities, where price becomes a key factor in product choice, and where consumers seek quality and affordable goods, not always paying attention to the brand. This reflects the overall economic situation in the country, where many residents simply cannot afford the luxury of paying for branded products.