Ukrainians spend more on food and medicine, but don’t stop donating – study
13 March 12:17
In 2024, Ukrainians began to spend more on food and medicines, but still continue to donate and support socially responsible businesses. This is evidenced by the data of the fifth annual consumer sentiment survey conducted by Deloitte Ukraine, "Komersant Ukrainian" reports.
Main trends in consumer behavior
According to the survey, 37% of Ukrainians have increased spending on food and medicine. This is due to both rising prices and the priority of these goods in the consumer basket.
Young people aged 18-27 are less likely to limit their spending on food, cosmetics, clothing, and leisure, while older people tend to be more frugal.
At the same time, people are less likely to limit their spending on leisure and entertainment outside the home – 50% (73% in 2023).
Social responsibility in the choice of brands
The study showed that Ukrainians continue to support socially responsible businesses. 62% of respondents deliberately avoid companies that have not ceased operations in Russia, and 55% prefer brands that help the Armed Forces of Ukraine.
At the same time, 89% of Ukrainians continue to make donations, and 26% do so systematically. The majority of respondents prefer large charitable foundations, such as Come Back Alive and the Serhiy Prytula Foundation, as well as volunteer initiatives, such as the Lachenkov Collection.
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What do they buy and how?
The choice between online and offline purchases remains ambiguous. For example, food and medicines are mostly purchased in offline stores, while Ukrainians are increasingly buying cosmetics, clothing, shoes, and appliances online. Young people aged 18-27 are the leaders in online shopping, especially in the categories of electronics and household appliances.
At the same time, construction materials and household goods are purchased less frequently: their purchases fell by 48% compared to the previous year.
Influence of place of residence
The study revealed significant differences in spending between different population groups. For example, Ukrainians abroad spend more than internally displaced persons (IDPs) both in physical stores and online. Also, residents of western regions increased spending on clothing, footwear, and cosmetics, but significantly reduced spending on alcohol.
In contrast, spending on electronics, furniture, and children’s goods increased in the central regions of Ukraine, while these categories of goods lost popularity in the north.
Conclusions
Despite economic instability, Ukrainians remain financially flexible and adapt to new conditions. They are cutting back on non-essential purchases, but are not abandoning their support for charitable initiatives and socially responsible businesses. At the same time, consumer priorities are also changing: essential goods remain a priority, and the shopping format is gradually shifting towards online shopping.
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