About half of Ukrainians buy food, medicines for future as strategic reserve – Deloitte study

KYIV. March 30 (Interfax-Ukraine) – Some 58% of Ukrainians buy products for the future as a strategic stock, 47% buy medicines, this is the result of a study of consumer sentiment after a full-scale invasion, carried out by Deloitte and published on Thursday.

“Some 64% of women have a positive attitude towards the purchase of food for the future, which is 13 percentage points (p.p.) more than men (51%). Elderly Ukrainians are 20 percentage points more inclined to stock medicines than representatives of other age categories (66% vs. 46%),” according to the study, which was conducted from November 30 to December 7, 2022.

The opinions of Ukrainians are divided about the purchase of alternative sources of life support for their families with heat, hot water and the ability to cook food on gas stoves – almost a third of the respondents support, are neutral or do not support this idea. Employed respondents (39%) and residents of large cities (40%) are more inclined to consider such an idea as the right one, follows from the materials.

According to it, the majority of Ukrainians (71%) agree to refuse to buy goods from the manufacturer or from sellers who remain on the Russian market. At the same time, every fifth respondent chooses a neutral position on this issue, and 9% perceive this statement negatively.

More than a third of those surveyed are willing to pay more for the goods of those manufacturers or businesses that support the Armed Forces of Ukraine and/or have suffered from hostilities. The greatest loyalty is shown by Ukrainians with IDP status, men, residents of the western regions, respondents in the age group of 28-57 years and working Ukrainians.

Every fourth respondent in 2022 does not feel safe in stores, and the opinions of the rest of the respondents were equally divided between the options “I feel safe” and “Neutral.” The most concerned about security issues are women (7 percentage points more than men) and Ukrainians aged 18–42, as well as residents of the central and eastern regions of Ukraine.

According to the study, 79% of respondents reported a decrease in the activity of visiting restaurants/bars. The greatest decrease was noted in the responses of older people and residents of the eastern regions. Some 12% of respondents in the age category 18-27 report an increase in attendance at these establishments (in 65%, activity has decreased).

At the same time, the frequency of cooking at home has increased (in 55% of respondents): the largest increase is recorded among young people, the temporarily unemployed (59% each), freelancers (62%) and those who are engaged in housework (65%). A decrease in cooking at home was reported by 20% of Ukrainians serving in the army, in internal affairs bodies, etc.

Most of all, Ukrainians reduced their visits to cinemas and concerts (86% of respondents), especially the elderly and residents of the eastern regions. Only Ukrainians and students who have moved abroad report an increase in the frequency of attending cinemas/concerts (7% each).

The market of sports facilities is experiencing a significant reduction: women reduced their visits to a sports club/pool by 3 p.p. more than men (respectively 82% and 79%).

The reduction in the use of taxis in 2022 occurred among 66% of respondents, mainly among pensioners (88%), residents of the northern regions (72%) and Ukrainians abroad (73%).

In general, the study shows that with the start of a full-scale war, Ukrainians began to save more and shop less often. Depending on the category of goods, they save from 47% to 86%. They save the least on medicines, while at the same time, a third of respondents increased spending on this category of goods.

A third of Ukrainians began to spend less on food, and more than half noted their willingness to save on them. Most of all, this is typical for residents of the northern regions (80%), least of all for the western regions (65%).

In addition, 90% of Ukrainians noted that they donate to help the Armed Forces of Ukraine and/or victims of the war. Most help from time to time, every fifth respondent does it systematically, and every fourth sometimes.

The highest percentage of those who spend money on helping the Armed Forces of Ukraine and/or victims of the consequences of hostilities is among respondents with IDP status – 94%. Some 25% of internally displaced citizens, 21% of Ukrainians who have not changed their place of residence, and 17% of compatriots who have left abroad systematically help.