War has reshaped consumer strategies, yet Ukrainians remain determined to keep the things and activities they love

The survey “Consumer Pragmatism: How the War Has Changed Our Consumption”, conducted by the research company Gradus in partnership with Vogue Ukraine specifically for the Forces of Fashion 2025 conference, is based on 600 online interviews with Ukrainians whose income is above average. The findings show that an overwhelming majority of respondents (88% across all age groups) aspire to live in the moment.

85% say they try to maintain emotional balance by allowing themselves moments of joy and small pleasures. This tendency is strongest among those aged 25–34, while people aged 45–55 and 55+ show a greater inclination toward saving.

Since the beginning of the full-scale invasion, consumer priorities have shifted. 47% have reduced spending in core categories, yet most respondents have reoriented their spending focus: 82% avoid unnecessary purchases but still allow themselves things that bring pleasure; 77% try to buy fewer items of higher quality; 76% invest in health; 59% are willing to spend on products that support emotional wellbeing; 52% direct funds toward development and experiences such as education and travel.

The category Ukrainians consider most important not to save on is health and medical services (70%).

When it comes to expectations from fashion and beauty brands, quality and durability now take the top spot (39%), while prestige ranks last (11%).

Opinions around luxury goods vary. A sense of restraint in purchasing such items was reported by 32% of respondents. The statements “these are excesses that feel out of place now” and “luxury goods do not interest me at all” were chosen by 22% and 18% respectively. At the same time, 19% describe luxury items as “a part of a normal life that helps preserve one’s sense of self.”

The decisive criteria when choosing fashion & beauty products are personal experience and knowledge of the brand (52%), as well as recommendations from friends (33%). Brand social media content motivates 24% of respondents to make a purchase. Global companies currently dominate preferences over niche and domestic brands.

Overall, women report a lower tendency to cut spending across most categories. 61% of women and 47% of men say they do not want to reduce spending on things that matter to them. Products that support emotional wellbeing continue to be purchased by 70% of women and 50% of men.

The survey was conducted by Gradus using a self-administered questionnaire via the Gradus mobile app. Target audience: men and women aged 18–60 with above-average income, living in Ukrainian cities with populations over 50,000, excluding temporarily occupied territories and active combat zones. Fieldwork period: 25–27 August 2025. Sample size: 600 respondents.