Buyers' behavior under scrutiny: numbers you should know

After missile and artillery strikes Ukrainians more often choose "small pleasures" and ready-made solutions — and this shows up in sales reports. Metro Ukraine CEO Olena Vdovychenko spoke about these changes at a European Business Association event on February 17. These trends carry a dual significance: they show citizens' psychological adaptation and at the same time underscore challenges for trade and logistics.

What people buy most often

Key indicators from Metro: liqueur — +40%, coffee — +30%, snacks (salty and sweet) — +12%. Demand is also growing for ready meals and ultra‑fresh products: meat, fish, fruits and vegetables — about +20% in hryvnia terms compared with last year.

“What is bought most often after attacks? Salty and sweet snacks rise by 12%. Liqueur rises by 40%. Coffee, despite becoming more expensive, rises by 30%. I would call this behavior ‘small pleasures’ to balance the emotional state.”

— Olena Vdovychenko, CEO of Metro Ukraine

“We are seeing growth in the ultra‑fresh product group — meat, fish, fruits and vegetables. They are up 20% compared with the previous year in hryvnia terms. Products in the group ‘pre‑prepared for serving, consumption or cooking’ are also growing… For professional clients this is driven by staff shortages; for the end consumer — the time available between power outages has shortened. People cannot cook and prefer products that are ready to eat.”

— Olena Vdovychenko, CEO of Metro Ukraine

Why this is happening — a rational interpretation

First, psychological compensation: during alarms people seek control and small treats they can buy quickly. Second, changes in household infrastructure — fluctuations in power supply and reduced time for cooking — push consumers toward ready-made solutions. Third, staff shortages in HoReCa stimulate demand for pre‑prepared products.

The economic side: losses and adaptation

According to Metro, shop closures during air raid alerts lead to a loss of about 10% of cash turnover per year. At the same time, the company recorded an overall sales increase in 2025 of 18% in hryvnia — half of that growth is explained by inflation, the other half by a real increase in units sold. Customer segments also react differently: HoReCa grew by 22%, the end consumer — by 19%. Metro expects further growth of about +14% in 2026.

What this means for the reader and the country

These changes are more than sales charts. They show how consumer habits affect supply chains, jobs and local producers. On the one hand, rising demand supports businesses and jobs; on the other, it creates additional requirements for logistics, energy resilience and continuity of supply. The question is whether we can turn these temporary consumption patterns into long‑term support for Ukrainian producers and resilient supply chains.

Brief conclusion: Metro's figures are a mirror of society's adaptation: from emotional buying impulses to real challenges for business. Now the task for the state and businesses is to make these changes work toward economic recovery and strengthening the domestic market.