To study changes in consumption, 6 categories of products were selected, such as ready-made meat products, dairy products, hygiene products, mineral waters, sweetened carbonated drinks, and tobacco products. The list of categories is not exhaustive.
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While in the other three categories, the demand turned out to be less elastic, that is, with the price increase, a smaller number of consumers abandoned their favorite brands. More than half of Ukrainians continue to buy their usual brands of dairy products (52%), mineral waters (57%), and sweetened carbonated drinks (52%). Which may indicate the importance of product composition in these categories, or the strength of brand loyalty.
"As in the case of McDonald's, which return was highly awaited in Ukraine, we see how love marks work in certain categories. No matter how the price increases, people will still buy their favorite milk or mineral water, which they are used to," comments Evgeniya Bliznyuk, sociologist, CEO & Founder of Gradus Research.-
It is also worth noting that the number of citizens who began to consume more expensive brands during the war is not statistically significant.
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