Features of shopping list creation across population segments.

Consumers are coming to stores with less rigid plans and leaving more room for spontaneous decisions.

75% of Ukrainians are open to spontaneous purchases. At the same time, only 25% had a fully prepared shopping list during their most recent shopping trip. Another 46% had only partially planned their purchases, while 28% had no shopping list at all.

The younger audience is particularly interesting. Among people aged 18–29, only 15% shop with a fully prepared list, while 40% do not have one at all. This means that a significant share of purchasing decisions is made directly at the point of contact with a product, shelf display, advertisement, or recommendation.

Older age groups show a higher level of planning. For example, among consumers aged 40–49, 31% shop with a prepared list. Yet even in this segment, nearly half of shoppers only partially plan their purchases.

For brands, this is an important signal. Winning the battle for market share increasingly depends not only on brand awareness built in advance, but also on the ability to influence decisions at the very moment consumers make their choice.

Has consumer impulsiveness become one of the most valuable assets in a marketer’s toolkit today?

Data processed by Media Systems