Regular Non-Essential Spending by Ukrainians.

Even non-essential spending reveals what Ukrainians truly consider important to their quality of life today.

The most common category of regular non-essential spending is eating out and transportation. Some 67% of Ukrainians aged 18–55 spend money on these activities. This reflects not only consumer habits, but also the desire to remain mobile, maintain social connections, and preserve a familiar pace of life.

Personal care and development rank second at 55%. Almost half regularly spend money on healthcare—49%. This suggests that even when budgets are limited, Ukrainians continue investing in themselves, their well-being, and their future.

Some 35% of respondents report spending money on pets. Leisure ranks last at 30%, perhaps indicating that recreation is increasingly viewed as something that can be postponed or reduced.

For brands, these figures offer a valuable insight: consumers are not simply buying products and services. They are trying to preserve their usual way of life and prioritising things that deliver tangible value.

Which non-essential spending category would you be unwilling to give up, even if you had to cut costs?

Data processed by Media Systems