We are delighted to share with you the findings of PwC's Voice of the Consumer 2024 study for Ukraine. This research has provided us with valuable insights into the evolving consumer landscape in one of the CEE’s most dynamic markets.
As we know, Ukraine is experiencing significant economic and social stresses in recent years. These changes are having a profound impact on consumer behavior, and we believe it is crucial to understand these trends. Through this study, we are aiming to gain a deeper understanding of Ukrainian consumers' shopping habits, preferences, and motivations. Our research is revealing that health and affordability are top priorities, while climate concerns are less significant. Inflation is leading to increased spending on essentials like groceries, with consumers focusing on cost savings through lower prices and promotional offers. Despite the challenging economic environment, there is still strong trust in AI, and privacy concerns remain high regarding social media advertising. The ongoing war is also leading consumers to prioritize immediate needs over long-term planning, resulting in a relatively lower emphasis on reducing overall consumption.
By delving into these findings, we hope to provide you with a clear picture of the Ukrainian consumer market and the opportunities and challenges that it presents. We believe that the insights gained from this study will enable our clients and partners to make more informed business decisions and better serve the needs of Ukrainian customers.
Thank you for your attention.
Voice of the Consumer 2024 in Ukraine
Contact us
