Trend Reality in Ukraine

Ukrainians: Resilient, Active, and Aligned with Europe

Despite years of war and ongoing threats, Ukrainians continue to persevere. After the initial shock and in the days following attacks, life goes on — people recover, work, shop, care for their health, and continue to consume.

Discover how closely Ukrainian consumers align with their Central and Eastern European (CEE) and EU counterparts in our latest Trend Reality Report.

What are the most pressing needs in the Ukrainian market today?
Explore how Ukrainians perceive their priorities and what drives their choices in these turbulent times. Unsurprisingly, safety remains a key factor — influencing the decisions of 50% of consumers — a figure comparable to neighboring countries. However, in Ukraine, "safety" extends beyond food to encompass broader aspects of daily life.

One of the most significant trends in FMCG purchasing behavior is the growing importance of “Responsibility & Purpose”, cited by 59% of consumers.

Gain insights into the Ukrainian worldview — understand which consumer drivers align with broader European trends, and where unique differences emerge. These insights are essential for anyone looking to engage with this dynamic and resilient market.

Main Topics:

• Early Signals & Quantified Mapping:
  From weak signals to strong trends—quantified and mapped to consumer relevance.
• A deep dive into needs and motives across 22 European countries, revealing the values and drivers behind purchase decisions.
• Trends awareness for strategic relevance in creating impact.
• Consumer worldview – what topic are dominating the most, how those lens differ through generations and people with various financial background.
• What part of the worldview shapes consumer choices across the FMCG markets
• Dive into national peculiarities vs EU benchmark
• Expert Views & Strategic Interpretation:
  Insights from trend and FMCG specialists help decode the “why” behind the trend and its business implications.