{"id":257,"date":"2025-04-27T17:32:08","date_gmt":"2025-04-27T14:32:08","guid":{"rendered":"https:\/\/gradus.app\/?post_type=report&p=257"},"modified":"2026-07-20T17:13:31","modified_gmt":"2026-07-20T14:13:31","slug":"consumer-and-cultural-trends-influenced-war","status":"publish","type":"report","link":"https:\/\/gradus.app\/en\/report\/consumer-and-cultural-trends-influenced-war\/","title":{"rendered":"Consumer and cultural trends influenced by the war"},"content":{"rendered":"

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.<\/strong><\/em><\/p>\n

 <\/p>\n

Self-care as a survival strategy<\/h3>\n

High and prolonged stress \u2014 persistently hovering around 90% \u2014 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.<\/p>\n

\"\"<\/p>\n

Price over brand<\/h3>\n

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 \u2014 Gen Z and Millennials \u2014 are gradually showing a willingness to spend more on premium products.<\/p>\n

\"\"<\/p>\n

\u201cWe are witnessing a deep reevaluation of values across all areas of life\u2014from 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,\u201d commented Evgeniya Blyznyuk, sociologist, CEO and founder of Gradus Research.<\/p><\/blockquote>\n

 <\/p>\n

The return of spontaneity<\/h3>\n

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.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Shift toward basic needs and emotional resources<\/h3>\n

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 \u2014 birthdays, Easter, and other family events \u2014 have become an important emotional resource, restoring a sense of normalcy.<\/p>\n

 <\/p>\n

The full research report is available commercially upon request at: dn@gradus.app<\/a><\/strong><\/em><\/p>\n

Report structure:<\/p>\n