New Consumption Models: How Ukrainians Adapt to War.

High Stress Levels among Ukrainians Affect Purchases

According to inkorr.com: About 90% of Ukrainians experience high or very high levels of stress, which in turn affects their purchasing habits. According to a study by Gradus Research, the price of a product becomes more important than the brand, and impulsive purchases are gaining popularity again after a phase of restrictions.

Worrying Dynamics of Stress

The stress level among citizens of Ukraine has remained high since 2020 when the world faced the COVID-19 pandemic. However, Ukrainians have started to pay more attention to their health, household chores, and family relationships, which have become important priorities in their lives.

If in December 2022, more than half of the respondents were paying attention to brands, by March 2025, the percentage of those ignoring brands increased from 33% to 44%.

New Brands and Generation Z

The emergence of new brands has sparked particular interest among Ukrainians, especially among representatives of Generation Z. They actively recommend new products to their parents and friends, which indicates their willingness to experiment.

Price as a Key Factor

Ukrainians continue to adapt to new economic realities where price becomes the main factor in product selection. Consumers have become more attentive to the quality and availability of goods, while not always paying attention to the brands. This reflects the overall economic situation in the country, where many people cannot afford to spend money on expensive brands.

Thus, economic difficulties and high stress levels affect the consumer habits of Ukrainians, making them more cautious in spending. In conditions where interest in new brands is growing, consumers increasingly focus on the quality and price of goods, indicating their adaptation to modern challenges.