The Desire of Ukrainians to Live ‘Here and Now’: Results of Consumer Habits Research

In the context of war, Ukrainians have become more careful in controlling their expenses, yet they strive not to give up on joys and self-care. These trends were revealed in the study “Consumer Pragmatism: How War Changed Our Consumption,” conducted by Gradus in collaboration with Vogue Ukraine among 600 Ukrainians with above-average income.

This is reported by AgroReview

Main Consumer Trends During the War

The survey results indicate that 88% of respondents aspire to live “here and now” — meaning they value the moment and try not to postpone life for later. 85% of participants allow themselves small pleasures and indulgences to maintain their mental balance. This is especially characteristic of the group aged 25–34, while individuals aged 45 and older show a greater tendency to save.

“88% of respondents aspire to live ‘here and now’.

During the study, it was found that 47% of respondents have cut back on spending for basic needs, and 82% avoid excess, yet they purchase items that bring them joy. 77% of respondents prefer to choose fewer products but of higher quality. 76% invest in their health, 59% are willing to spend money on things that improve their emotional state, and 52% on personal development and gaining new experiences, including education and travel.

Expenditures, Preferences, and Gender Differences

The most important expenditure category for Ukrainians remains health and medical services — 70% of respondents allocate funds for this. When choosing brands, 39% prioritize the quality and durability of products, while prestige is a decisive factor for only 11% of respondents.

When selecting fashion & beauty products, the main criteria are personal experience and knowledge about the brand (52%), as well as recommendations from friends (33%). Brand social media influence the decisions of 24% of participants. Among preferences, international companies dominate, although niche and Ukrainian brands also have their audience.

Regarding luxury items, 32% of Ukrainians purchase them thoughtfully and cautiously, 22% consider them excessive, while 18% are not interested in such purchases at all. At the same time, 19% see luxury items as a normal part of life that helps them not to lose themselves.

Gender differences are also noticeable: 61% of women and 47% of men do not skimp on important things for themselves. 70% of women and 50% of men continue to buy products that enhance their emotional well-being.