New consumer psychology: how Ukrainians’ shopping priorities have changed (UPDATED)
24 March 12:09
Analysis of the revenues of the largest retail chains in euros shows a radical change in the priorities of Ukrainians. The market has been divided into zones of superprofit and deep stagnation, which reflects the new psychology of consumption. Entrepreneur Oleg Belinsky writes about this on social networks and cites figures, "Komersant Ukrainian" reports.
- WOG (retail): +48.5%
- Thrash! (Trash): +32.4%
- Kopiyochka: +18.2%
- Aurora: +15.4%
- Fora: +13.8%
- OKKO (markets): +12.2%
- MasterZoo: +11.0%
- Faino Market: +9.1%
- LPP (Reserved/Sinsay): +8.7%
- Varus: +7.2%
- Novus: +7.1%
- Velika Kyshenya: +6.8%
- ATB-Market: +6.2%
- EVA: +5.5%
- KLO (markets): +5.0%
- Epitsentr K: +4.5%
- JYSK: +4.2%
- Fozzy Group (Silpo): +2.1%
- Tavria V: +1.4%
- Metro Ukraine: +0.8%
- Comfy: -1.2%
- Adidas Ukraine: -1.5%
- Intertop: -2.5%
- Antoshka: -3.4%
- Foxtrot: -4.8%
- MD Fashion: -5.2%
- Watsons: -8.1%
- Rozetka: -11.6%
- Auchan: -14.5%
- Eldorado: -28.0%
“Excessive profitability of fuel retail: The growth of WOG (+48.5%) and OKKO (+12.2%) is due to the transformation of gas stations into “energy hubs”. People pay for electricity, internet and hot food, which gives a huge margin on non-fuel products,” the post says.
According to Belinsky, “the positive dynamics of Epicenter (+4.5%) confirms the course towards autonomy. Instead of new apartments, money is invested in energy independence: solar panels, inverters, EcoFlow and filtration systems, canisters. This is a way to control life in conditions of infrastructural instability.”
He explains the explosive growth of Trash! (+32.4%) and Aurora (+15.4%) against the background of the decline of large hypermarkets, such as Auchan (-14.5%), by “the mass transition of the population to the cheapest segment (“dollar store”)”.
“The stagnation of Rozetka (-11.6%) and Eldorado (-28%) shows that electronics (smartphones, TVs) have receded into the background. Money has been redirected from gadgets to basic resources.
Animals have become a substitute for children. The growth of MasterZoo (+11%) with the fall of Antoshka (-3.4%) is a clear marker. In stressful conditions, caring for an animal becomes a stable ritual, which is the last thing people save on,” the expert believes.
He calls the growth of EVA indicators +5.5% the “lipstick effect.”
“Stable spending on cosmetics and hygiene remains the “last bastion of normality.” When there is no opportunity to buy something expensive, consumers pamper themselves with little things for care,” Belinsky explains.
“The market structure of 2025 is a mirror of adaptation. Those who sell autonomy, cheap living and psychological comfort (animals, cosmetics) will win. Traditional retail of gadgets and large formats will lose the fight for the consumer’s wallet,” he concluded.
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Gradus Research data in 2025
According to a study by Gradus Research, the purchasing behavior of Ukrainians in 2025 has undergone significant changes. In particular, Ukrainians are adapting to prolonged stress and, under the influence of the war, have transformed their priorities when shopping.
Consumers are increasingly preferring price over brand, and impulsive purchases are once again becoming a part of life, the study shows.
The researchers also stated that “spontaneous purchases are returning.” If at the beginning of the full-scale invasion this trend had almost disappeared, then in 2025 the share of impulsive purchases increased to 21%. And this indicator is even higher among young people.
As for the structure of expenses, it has also changed. Ukrainians have significantly increased their spending on food, utilities, and medicines.
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Addendum: reaction of the Antoshka chain of stores
After the publication of Oleg Belinsky’s analytical data, the Head of Communications and PR of the Antoshka chain of stores, Tetyana Petrenko, contacted the editorial office of "Komersant Ukrainian".
“We officially inform you that the information provided regarding the indicators of the Antoshka chain of children’s stores is not true,” she emphasized.
According to her, the chain did not receive any requests for comment, data provision, or data verification from experts.
“… accordingly, they were not able to provide correct information or state an official position. THE DATA PROVIDED is not true,” Tetyana Petrenko clarified.
Recall, as "Komersant Ukrainian" wrote, retail remains one of the key sectors of the economy.
