PwC's Voice of the Consumer Survey Ukraine 2024

Consumer Preferences Analysis

Voice of the consumer hero image

PwC’s Ukraine Voice of the Consumer Survey shows that consumers in Ukraine in 2024 carefully consider their finances in retail choices and are willing to embrace new technologies and engage through social media channels.
 

Here are some interesting insights:
 

  • The greatest threat in the eyes of respondents is the ongoing war and it has the greatest impact on decisions regarding consumer spending. 

  • Surveyed Ukrainians prefer traditional, human-centered interactions, with the market for mobile and contactless payment solutions being less developed compared to global trends. 

  • 77% express some level of concern about climate change, while only 17% do not consider it a significant issue. Respondents would be willing to pay on average 9.41% above the average price for products that are environmentally friendly and prevent climate change.

  • Respondents show strong trust in AI, particularly for gathering product information, recommending products and handling customer service. 

Learn more insights about Ukrainian consumer behavior in the survey results.

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.

Olena Volkova, Partner, Consumer Markets Industry Leader, PwC Ukraine

Voice of the Consumer 2024 in Ukraine

Contact us

Olena Volkova

Olena Volkova

Partner, Consumer Markets Industry Leader, PwC in Ukraine

Tel: +380 44 354 0404

Follow us