Consumer patriotism of Ukrainians during the war

After the start of the full-scale invasion, Ukraine fought a battle on two fronts — military and economic. To support domestic production, the state had to understand: are Ukrainians ready to buy products of their own manufacture during wartime?

Gradus Research conducted a corresponding study for the Ministry of Economy of Ukraine. 1,000 urban residents across Ukraine were surveyed, even under difficult conditions where traditional data collection methods were impossible. This allowed for quickly obtaining a reliable picture of consumer sentiment in real-time.

The results testified to a high level of economic patriotism:

• 86% of Ukrainians express a positive attitude toward domestic producers;
• 92% trust Ukrainian brands;
  almost half of consumers already spend over 60% of their budget on goods of Ukrainian manufacture — primarily in the categories of food, pharmaceuticals, and hygiene products.
• The key motive is the desire to support Ukrainian producers and strengthen the economy during the war.

The insights obtained formed the basis of the “Made in Ukraine” government program and helped shape targeted economic incentives instead of general information campaigns.

The research became a point of collaboration between the state and business, supported the development of local production, and strengthened the country’s economic resilience during a critical period.

Method: self-completion of the questionnaire in the Gradus mobile application.
Research period: field stage — April 8-9, 2024.

Sample: 1000 respondents, men and women aged 18–60 with above-average income, residing in Ukrainian cities with a population of over 50,000, excluding temporarily occupied territories and zones of active hostilities.