How Ukrainian Consumer Behaviour Has Changed During the War

Over the past four years, Ukrainians have changed their shopping habits more than once. At the beginning of the full-scale invasion, people mainly bought essential goods. Later, two different patterns of consumer behaviour began to coexist: on the one hand, saving money and postponing purchases, and on the other, trying to maintain a familiar standard of living through small emotional purchases. During the war, not only has the structure of spending changed, but so has the motivation behind purchases. For many Ukrainians, shopping has become a way to relieve stress, regain a sense of control or simply enjoy a brief emotional escape. Interestingly, spending on so-called "little treats" is gradually increasing, while feelings of guilt about impulse purchases are becoming less common. As a result, consumption in Ukraine increasingly serves not only a practical but also a psychological purpose.

Online shopping has become one of the main ways Ukrainians have adapted to new circumstances. Ukrainians are increasingly shopping online: 56% of respondents in a Gradus survey said they place online orders several times a month or more, including 19% who shop online weekly. This share is growing by 4–5% annually.

In 2025, Deloitte also recorded an increase in online shopping: people are using delivery services and parcel lockers more actively, while increasingly relying on reviews and social media when choosing products. At the same time, the main drivers remain entirely practical — price, discounts, convenience and the speed of placing an order. In an uncertain environment, consumers compare offers more carefully and increasingly choose products that combine value for money, quality and a certain emotional appeal.

Another significant change is the firm establishment of cashless payments as the primary payment method. In Ukraine, credit and debit cards have long ceased to be merely an alternative to cash and have become the foundation of everyday transactions. According to the National Bank of Ukraine, in 2025, cashless transactions accounted for 95.5% of all card transactions by number and 65.4% by value. Of these, payments at retail outlets represented 74.3% by number and 50.9% by value. By comparison, in 2024, the overall cashless figures were 94.6% by number and 64.5% by value. The development of electronic services and payment platforms is further supporting this upward trend.

Although cash has not disappeared, it is increasingly serving as a financial safety net in case of emergencies. Similarly, foreign currency is now used less as a means of panic-driven accumulation and more as a tool for protecting part of one's savings against uncertainty.

Ukrainians are also gradually returning to spending that improves their quality of life over the longer term: renovations, home improvements, household appliances, garden and outdoor products, and housing. According to the State Statistics Service, housing prices in Ukraine increased by 12.8% in 2025, while prices in the primary market rose by 14.3%. At the same time, new construction activity and the number of property transactions are increasing.

It's worth noting that during the war, housing serves two purposes: it provides a home and acts as a means of preserving capital. People are trying to maintain elements of their familiar everyday lives even under difficult circumstances, although they make major purchasing decisions much more cautiously. This is particularly noticeable in relatively safer regions, where people are more likely to invest in relocation, property purchases or renovations, seeking to create a sense of stability amid constant uncertainty.

As expected, differences in consumption patterns across regions and demographic groups are becoming increasingly apparent. Western regions and major cities in central Ukraine generally have more stable incomes and a smaller proportion of households without savings. As a result, residents in these areas can maintain their usual consumption levels more easily than those in regions that have suffered greater destruction.

Internally displaced persons (IDPs) follow a different spending pattern. They are more likely to rent accommodation in a new location and spend more on rent, food and basic services, leaving them with fewer opportunities to save. Gradus research shows that IDPs are significantly less likely to be employed — only 55%, compared with 66% among those who have remained in their home locations — and almost 82% have lost income because of the war. Most displaced people also receive government or humanitarian assistance (52%, compared with 24% among others). At the same time, their shopping baskets do not differ significantly from those of the rest of the population, as they generally purchase the same products.

Demographic factors also influence spending. Families with children allocate more money to food, medicines and children's products, while young couples without children may invest more actively in gadgets or clothing. Women generally spend more frequently on household products and cosmetics.

Outside Ukraine, consumer behaviour can be divided into two main groups: those travelling for business or short visits, and those living under temporary protection or with refugee status.

Ukrainians travelling abroad for business or holidays tend to follow a short-term consumption pattern: in most cases, they purchase only what they need during their trip.

Spending patterns among people living under temporary protection or with refugee status vary. Their expenses abroad are primarily centred around housing, food, transport, communications, children's needs and basic adaptation to a new environment. For some, this is a household economy focused on survival; for others, it has already become a process of establishing a long-term life in a new country. According to UNHCR data, approximately 57% of Ukrainian refugees in Europe are already employed, although almost 60% of them work in jobs below their qualification level. This helps explain the significant income gap between Ukrainian refugees and local populations.

Initially, Ukrainians abroad relied heavily on personal savings and international assistance. However, as employment has increased, more of their expenses are being covered by their own earnings. At the same time, they are integrating into local consumer markets, meaning that some of their spending is now contributing to the economies of their host countries.

As we can see, the main consumer trends in Ukraine are increasing digitalisation, cautious spending and a focus on essential needs. It is clear that people will continue to save on non-essential expenses, but they will not give up spending on healthcare, housing, children and small emotional purchases that help support their psychological well-being. In this way, modern consumption is becoming not only an economic necessity but also a form of psychological support, helping people maintain a sense of normality amid prolonged uncertainty.

Essential goods and services undoubtedly remain the priority. However, even when following strict budgets, Ukrainians are trying to preserve at least some elements of their familiar lives — from renovating a kitchen to buying a new phone.

And this is the most important change: Ukrainian consumption has become not simply more economical, but significantly more selective and deliberate. At the same time, basic needs remain the priority for most households. In 2025, Ukrainians allocated 84% of their household budgets to essential goods and services: https://www.deloitte.com/ua/uk/about/press-room/consumer-behavior-research-2025.html. In the years before the war, this share was noticeably lower.

Translation into English was created with the help of artificial intelligence.