Consumer priorities of Ukrainians have changed, since the beginning of the full-scale war, 47% of respondents have reduced spending on the main categories of consumption, according to the press service of Gradus.
At the same time, 85% noted that they try to maintain a mental balance, allowing themselves occasions for joy and pleasure. This trend is most pronounced in the 25-34 age group, while people 45-55 and 55+ years old are more inclined to save money.
Regarding methods of reducing spending, 82% avoid unnecessary things but do not deny themselves things that bring pleasure, 77% try to buy fewer things but better quality, 76% invest in health, 59% are willing to spend on things that improve emotional well-being and 52% direct funds to development and experience (study, travel).
Ukrainians consider health and medical services to be the most important item of expenditure that should not be saved on (70%).
As for expectations from fashion & beauty-brands – Ukrainians now put quality and durability of things in the first place (39%), and prestige – in the last place (11%).
As for luxury goods, the opinions of respondents are divided. Restraint in buying such things was reported by 32% of respondents. The answer options “it is an excess, which is out of time now” and “are 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 normal life, which allows you not to lose yourself”.
In general, women are less inclined to reduce spending on most categories. The reluctance to save money on things that are important to themselves was reported by 61% of women and 47% of men, while goods that improve emotional well-being continue to be purchased by 70% of women and 50% of men.
The research “Consumer pragmatism: how the war has changed our consumption” was conducted by research company Gradus in partnership with Vogue Ukraine specially for the Forces Of Fashion 2025 conference, by self-completion of the questionnaire in the Gradus mobile application. Target audience: men and women aged 18-60 with an above average income, living in Ukrainian cities with a population of more than 50 thousand people, excluding temporarily occupied territories and zones of active hostilities. The field stage lasted from August 25-27, 2025. Sample size: 600 respondents.
