Ukrainian consumers in 2025 allocate the majority of their income to basic needs. According to a study by Deloitte Ukraine, 84% of the average family’s monthly budget is spent on essential goods and services, with the largest expenses remaining on food and mandatory payments.
This is reported by Finway
Expense Structure of Ukrainians in 2025
The study shows that in 2025, Ukrainians spent up to 40% of their monthly income on food products, while another 31% was allocated for mandatory payments. This category includes utility services, housing rent, loan repayments, and more. Medical services and healthcare account for 9% of the budget, while spending on clothing and footwear constitutes 5%.
“Unlike residents of European countries, Ukrainians spend 84% of their monthly budget on essential goods and services, while residents of Germany and the Netherlands spend 56-59%.”
The share of spending on leisure remains significantly lower — only 1% of the budget, whereas in Western European countries this figure reaches 16-17%.
Trends in Purchasing Activity and Online Shopping
In 2025, an increase in purchasing activity among Ukrainians is observed across many categories. The most significant growth is noted in basic segments: 14% of respondents reported buying food products more frequently, while 38% increased their spending in this category. In the pharmaceutical sector, 21% of respondents reported more frequent purchases, and 36% noted an increase in spending on medications.
Despite a certain revival in consumer activity, Ukrainians remain cautious in their spending. They save the least on children’s products, education, fuel, and pet supplies. At the same time, they save the most on household goods, cleaning products, clothing, footwear, cosmetics, and perfumes.
The majority of basic purchases are made in traditional stores: 76% of consumers buy food offline (up from 72% in 2024), 63% purchase medications (up from 59% in 2024), and 66% buy household goods and cleaning products (up from 64% in 2024).
At the same time, the online segment is gradually strengthening its position. In 2025, 18% of Ukrainians purchased electronics and household appliances online (up from 17% in 2024), 18% bought cosmetics and perfumes (up from 15% in 2024), and 17% purchased clothing and footwear (up from 15% the previous year).
The average check for purchasing food in physical stores increased by 26% over the year, while in online stores it rose by 51%.
It is worth noting that the rate of price growth for fuel, services, and raw products in February in Ukraine exceeded forecast estimates, and the National Bank recorded an increase in inflationary factors.