Consumer pragmatism: How war changed our consumption

The war has changed consumer strategies, but Ukrainians strive not to give up their favorite things and activities

The study “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 with an above-average income. It demonstrates that the vast majority of respondents (88% across all age groups) strive to live in the here and now.

85% noted that they are trying to maintain peace of mind by allowing themselves reasons for joy and pleasure. This trend is most pronounced in the 25–34 age group, while people aged 45–55 and 55+ are more inclined to save money.

Since the beginning of the full-scale war, the consumer priorities of Ukrainians have changed. 47% have reduced spending on basic consumption categories, but the majority have reoriented their priority areas of expenditure: 82% avoid unnecessary spending but do not deny themselves things that bring pleasure, 77% try to buy fewer things but of better quality, 76% invest in health, 59% are willing to spend on things that improve their emotional state, and 52% direct funds toward development and experience (learning, travel).

Ukrainians consider health and medical services (70%) to be the most important expenditure item that should not be economized on.

Spending priorities

Regarding expectations from fashion & beauty brands, Ukrainians currently place quality and durability of items (39%) in first place, and prestige (11%) in last.

Regarding luxury goods, the respondents’ opinions were divided. 32% of respondents reported restraint in purchasing such items. The answer options “this is an excess that is inappropriate right now” and “not interested in luxury goods at all” were chosen by 22% and 18%, respectively. At the same time, 19% of respondents called luxury goods “a component of a normal life that allows one not to lose oneself.”

Consumption of luxury goods

Among the criteria for choosing fashion & beauty products, personal experience and knowledge about the brand (52%), as well as recommendations from friends (33%), are defining factors. Brands’ social networks motivate 24% of respondents to purchase. Global international companies prevail in preferences over niche and domestic manufacturers.

In general, women are less inclined to cut spending on most categories. 61% of women and 47% of men indicated a reluctance to save on things important to them, and 70% of women and 50% of men continue to buy goods that improve their emotional state.

The study was conducted by the research company Gradus using the self-administered questionnaire method in the Gradus mobile application. Target audience: men and women aged 18–60 with an above-average income living in cities of Ukraine with a population of over 50,000, excluding temporarily occupied territories and zones of active hostilities. The fieldwork stage lasted from August 25–27, 2025. Sample size: 600 respondents.