Gradus Research presented an updated portrait of the Ukrainian consumer and cultural trends for 2025 at the 18th Ukrainian Marketing Forum. The focus was on long-term stress adaptation, new purchasing behavior models, and shifting life priorities.
High and prolonged stress — persistently hovering around 90% — has pushed Ukrainians to invest more time in their health. 52% of respondents noted that self-care requires more effort than before. At the same time, 39% admitted feeling emotionally burned out.
Amid economic challenges, Ukrainians are increasingly guided by product prices. 64% of consumers choose cheaper brands, while only 25% opt for more expensive ones. Notably, younger generations — Gen Z and Millennials — are gradually showing a willingness to spend more on premium products.
“We are witnessing a deep reevaluation of values across all areas of life—from everyday expenses to big dreams. The war has shaped a new type of Ukrainian: flexible, attentive to themselves and loved ones, and critical in their choices,” commented Evgeniya Blyznyuk, sociologist, CEO and founder of Gradus Research.
After a long period of cautious planning, consumers are rediscovering spontaneous purchases. In 2025, the share of impulse shoppers grew to 21%, with an even higher rate among the youth.
Spending patterns have also changed. Ukrainians increased expenditures on food, medicine, and utilities, while cutting back mostly on entertainment and household appliances. At the same time, festive moments — birthdays, Easter, and other family events — have become an important emotional resource, restoring a sense of normalcy.
The full research report is available commercially upon request at: dn@gradus.app
Report structure:
The research was conducted by Gradus Research via self-administered surveys in the Gradus mobile app. The sample reflects the population structure of Ukrainian cities with over 50,000 residents aged 18–60, by gender, age, settlement size, and region, excluding temporarily occupied territories and active combat zones. Fieldwork period: March 21–24, 2025. Sample size: 1,000 respondents.
The full research report is available commercially upon request at: dn@gradus.app
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