Consumer Lifestyles in Ukraine

Consumer Lifestyle

About This Report

Nov 2014

Recent political and economic upheaval has exacerbated the financial concerns of most consumers and convinced them to continue to cut back on their spending. When it comes to buying essentials—or even the infrequent treat or luxury item—consumers work hard to find the best price available and take advantage of discounts. Perhaps not surprisingly, local products and those that can boast ‘Made in Ukraine’ have seen their popularity surge among consumers in recent months.

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Consumer Lifestyles in Ukraine

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TOP FIVE CONSUMER TRENDS

Low consumer confidence affecting consumer shopping habits
Consumers breathe a warm sigh of relief as Russian gas continues to flow
Consumers show their patriotism by buying local products
Young consumers driving substantial growth in internet retailing
Mortgages remain unaffordable for most consumers

CONSUMER SEGMENTATION

Babies and Infants
Growing demand for infant milk powder
Kids
Tech-savvy kids want the newest gadgets
Tweenagers
Tweens very active on social networking sites
Teens
New wave of patriotism among Ukrainian teenagers
Young Adults
Young adults driving rise in online shopping
Second-hand shops growing in popularity
Middle Youth
Mid-lifers
Late-lifers
Pensioners increasingly enrolling in education programmes
Chart 1 Population Aged 15-64 Compared with Old-Age Dependency Ratio 2000-2020
Table 1 Consumer Segmentation and Population Data 2000, 2005, 2011, 2012, 2013, 2016

HOUSING AND HOUSEHOLDS

Home Ownership
Household Profiles
Running Costs
Home buyers opting for newly built residences
Chart 2 Number of Households by Disposable Income Bracket 2005, 2010, 2016
Table 2 Housing and Households Data 2000, 2005, 2011, 2012, 2013, 2016

MONEY AND SAVINGS

Attitudes toward Payment Methods
Savings
Loans and Mortgages
Self-service terminals assisting consumers with a range of transactions
Chart 3 Consumer Lending Compared with Savings and Savings Ratio 2000- 2016
Table 3 Money and Savings Data 2000, 2005, 2011, 2012, 2013, 2016

EATING AND DRINKING

Eating Habits
Drinking Habits
Greater demand for low-priced beer
Chart 4 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Food and Alcoholic Drinks 2000-2016
Table 4 Eating and Drinking Data 2000, 2005, 2011, 2012, 2013, 2016

GROOMING AND FASHION

Perceptions of Beauty
Female Grooming
Male Grooming
Fashion Trends
Beards becoming popular among male consumers
Rubber boots now considered fashional footwear
Chart 5 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Clothing, Footwear and Personal Care 2000-2016
Table 5 Grooming and Fashion Data 2000, 2005, 2011, 2012, 2013, 2016

HEALTH AND WELLNESS

Attitudes to Health and Well-being
Obesity
Attitudes to Smoking
Food supplements gaining in popularity
Chart 6 Real Growth in Public and Private Expenditure on Health Compared with Healthy Life Expectancy at Birth 2000-2013
Table 6 Health and Wellness Data 2000, 2005, 2011, 2012, 2013, 2016

SHOPPING HABITS

Main Household Shop
Shopping for Big-ticket Items
Personal Shopping
Dress exchanges growing in popularity
Shopping Online
Consumers in western and northern Ukraine flock to Polish stores
Locally produced products in greater demand while consumers boycott Russian products
Chart 7 Index of Retail Sales through Supermarkets 2000-2016
Table 7 Shopping Data 2000, 2005, 2011, 2012, 2013, 2016

LEISURE AND RECREATION

Staying in
Going Out
Consumers dining out less often to cut down on expenses
Sport and Fitness
Vacations
Public Holidays, Celebrations and Gift-giving
Concerned consumers cutting back on holidays
Chart 8 Percentage of Households in Possession of Cable TV; Satellite TV System; Internet Enabled Computer; Mobile Telephone; Video Games Console 2000-2016
Table 8 Leisure and Recreation Data 2000, 2005, 2011, 2012, 2013, 2016

GETTING AROUND

Private Transport
Increasing demand for used cars
Public Transport
Commuting
Air Travel
More Ukrainians riding bicycles
Chart 9 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Transport Services and Purchase of Cars, Motorcycles and other Vehicles 2000-2016
Table 9 Transport Data: 2000, 2005, 2011, 2012, 2013, 2016