“Consumer pragmatism”: Ukrainians strive to “live here and now” and do not save on health and pleasure
8 December 19:39
The full-scale war has significantly changed the consumer patterns of Ukrainians, but most citizens refuse to save money on things that bring pleasure and on their own health. The study, conducted by Gradus in partnership with Vogue Ukraine, showed that the key priority is the desire to “live here and now,” and the quality of goods outweighs the prestige of brands, "Komersant Ukrainian" reports.
Priority “Here and Now” and Peace of Mind
The main conclusion of the study concerns the psychological state and survival strategy of Ukrainians:
- 88% of respondents in all age groups say they strive to live “here and now” without denying themselves joys.
- 85% of respondents maintain their mental balance by spending money on pleasurable things. This strategy is most popular among young people aged 25-34.
- Older age groups (45-55 and 55) were more inclined to classical savings.
What Ukrainians are willing to spend money on
Despite the fact that 82% of respondents try to avoid unnecessary purchases, they do not refuse to buy things that bring pleasure.
- Health is No. 1: Health and medical services are the most important item of expenditure for Ukrainians (70%). Overall, 76% of citizens invest in health.
- Quality over Quantity: 77% of respondents buy fewer things, but prefer higher quality.
- Emotional State: 59% spend money on things that improve their emotional state.
- Development: 52% invest in development and experience (education, travel).
Style and Beauty: Quality vs. prestige
When choosing fashion & beauty products, the consumer strategy is as pragmatic as possible, where durability and personal experience prevail over marketing:
- Quality (39% ) is prioritized, while only 11% focus on brand prestige.
- Selection criteria: Personal experience and knowledge of the brand is the most important factor (52%), followed by recommendations from friends (33%) and social media influence (24%).
Opinions are divided on luxury goods: 32% of respondents practice restraint, 22% consider such expenses inappropriate now, but 19% consider luxury goods as part of normal life.
Gender difference in approaches to saving
The study emphasizes a significant gender difference in approaches to saving:
- 61% of women (vs. 47% of men) are not inclined to cut back on spending on things that are important to them.
- 70% of women (vs. 50% of men) buy goods to cheer themselves up.
This suggests that women are more likely to use “pleasant spending” as a mechanism to maintain psychological balance in difficult times of war.
The study was conducted by the research company Gradus using a self-administered questionnaire in the Gradus mobile application. Target audience: men and women aged 18-60with an income above the average, living in Ukrainian cities with a population of more than 50 thousand, except for the temporarily occupied territories and active combat zones. The field stage lasted from August 25-27, 2025. Sample size: 600 respondents.
