Consumer behaviour in the Ukrainian food market under current conditions

The purpose of this study was to determine how economic instability, inflation, war, and socio-demographic changes affected the consumer behaviour of the population of Ukraine in the food market. The average per capita income, dynamics of food costs, changes in prices for basic products, and demand for Ukrainian and imported goods were analysed. An analysis of the strengths, weaknesses, opportunities, and threats of current marketing strategies was also conducted. The study found that the average salary increased from 11,600 UAH in 2020 to 21,473 UAH in 2024, but in USD it fluctuated due to inflation – from 430 USD to 371 USD in 2022 and to 532 USD in 2024. In 2024, inflation was 12%, and food prices increased by 14.1%, including vegetables – by 48.3%, butter – by 33.9%, milk – by 18.8%, bread – by 18.2%. The share of food costs remained high – from 47% to 53%. In the period from 2020 to 2024, inflation in Ukraine experienced significant fluctuations: from 5% in 2020 to a peak value of 26.6% in 2022, followed by a decrease to 12% in 2024. About 25% of consumers reduced their food costs, and 6 out of 10 Ukrainians chose promotional products. Online food sales rose from 6% in 2021 to 19.4% in 2023. Food exports in 2024 increased by 13% and reached 24.6 billion USD. It was found that urbanisation (73% of the population), average household size (2.9 people) and high level of education (73% with higher education) significantly influenced the transformation of consumer habits. The practical significance of the study lies in the fact that its results can be used to adapt companies’ marketing strategies to changes in consumer behaviour in conditions of economic instability