In the fifth year of the full-scale war, Ukrainian consumer behavior is becoming increasingly polarized: part of the audience is shifting toward a more rational and cautious approach to spending, while another segment is consciously maintaining its usual level of consumption. At the same time, expectations toward brands are also changing: perceptions of advertising are becoming increasingly tied to the real context of everyday life, daily challenges, and consumers’ emotional state. These findings were revealed in a new wave of the annual consumer behavior study presented at the 19th Ukrainian Marketing Forum.

From savers to hedonists: how consumers are segmented

According to the Gradus study, Ukrainians today can be divided into four key consumer segments, each with its own decision-making logic and consumption patterns.

Thus, 21% of the audience follow a saving-oriented behavior model: these consumers cut spending, carefully plan their expenses, and build reserves “for the future.” At the same time, 27% choose a strategy of rational optimization — they also control their spending, but do so without making major changes to their usual lifestyle.

Alongside them, 23% of surveyed Ukrainians belong to the group of impulsive hedonists, who are guided by emotions and the desire for enjoyment “here and now,” without postponing life for later. Another 29% represent consumers with a free-spending strategy: they are not inclined to save and strive to maintain their привычний level of spending despite external circumstances.

At the same time, it is worth noting that none of the segments dominates. Consumer patterns are distributed relatively evenly, without a strong skew toward any particular strategy.

Pragmatism wins, but care still matters

The behavior of Ukrainians can also be described through a conditional hierarchy of needs that reflects the logic behind product and brand choices.

Pragmatism prevails: price, discounts, and special offers remain the key purchase triggers. The second level is formed by convenience and care: a simple customer journey, ready-made solutions, and time-saving options. One-third of consumers pay attention to emotionality and empathy: they expect honest, open communication and positive emotions from interacting with a brand. One-quarter of respondents expect support for people, the country, and social initiatives.

Consumers want to see positivity in advertising — but grounded in reality

Against the backdrop of war, Ukrainians have become much more sensitive to the tone and content of communications. They react sharply to insincerity and inappropriateness, expecting brands to understand the context in which society lives.

In particular, only 9% of consumers respond positively to advertising that portrays an “idealized” picture of life. Instead, messages that combine positivity with reality are becoming more relevant — without ignoring difficult topics and everyday challenges.

Thus, the current expectation toward brands can be formulated as a demand for “good news from the real world” — communication that is supportive while remaining grounded in reality.

“Ukrainian consumers are already living in a new reality: on the one hand, they have become more pragmatic and price-sensitive; on the other, they have a clear need for small pleasures that help them stay emotionally resilient and avoid putting life on hold. Within this logic, the role of the brand is also changing: its importance does not disappear, but consumers now seek it within a new price category that feels comfortable to them. For brands, this creates a new challenge — to remain relevant through an accurate understanding of people’s real-life context rather than through image alone,” summarizes Evgeniya Blyznyuk, sociologist, founder and CEO of Gradus.

The survey was conducted by the research company Gradus using a self-administered questionnaire in the Gradus mobile application. The sample reflects the structure of the population of Ukrainian cities with more than 50,000 residents aged 18–60 by gender, age, city size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork period: March 23–24, 2026. Sample size: 1,000 respondents.

The full research report is available at: https://umf.gradus.app/uk/