Economics of Development
Economics of Development
ISSN 1683-1942 e-ISSN 2304-6155 UDC 33
DOI: 10.63341/econ
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Wartime effects on food consumer behaviour and purchasing patterns in Ukraine

Tetyana Dyman*, Ruslana Zadorozhna, Nataliya Dyman, Tetyana Mazur

tetyanadyman@gmail.com

Received 18.03.2026, Revised 03.08.2026, Accepted 01.09.2026 Published 02.10.2026

Abstract

The purpose of the study was to analyse changes in food consumer behaviour as a result of the Russian-Ukrainian war and identify the main factors of these changes. The study used a complex of general scientific methods, including observation, analysis and synthesis, generalisation, comparison, and induction. The results showed that despite the transformation of Ukraine’s food supply system during the war, consumer activity remained relatively stable, which is due to the resilience and adaptability of the domestic agricultural sector to the challenges of wartime. It has been established that economic instability, security risks and psychological factors are the main factors determining consumer decisions in times of crisis. During wartime, these factors took on new forms and have a greater effect on consumer behaviour. It has been found that the impact of the COVID-19 pandemic and the war in Ukraine has a cumulative effect of negative shocks. The growth in the popularity of online grocery shopping and the involvement of new consumer groups in digital commerce were noted. The dynamics of Ukrainians’ purchasing activity in the food segment were analysed. Trends in the popularity of online grocery shopping were studied and described in relation to consumers’ main socio-demographic characteristics. It was proven that the worsening security situation has led to a reassessment of consumer priorities and a redistribution of household expenses. At the same time, traditional dietary habits have undergone changes, which has affected the structure of diets and everyday eating patterns of the population. The peculiarities of nutrition of different groups in Ukrainian society at the beginning of the full-scale invasion, and the psychological factors influencing consumer behaviour, were described. The phenomenon of panic buying during crises and the increased orientation of consumers towards domestic brands, especially those that support the Armed Forces of Ukraine and socially vulnerable categories of the population, were investigated


Keywords:

food market; war in Ukraine; panic buying; rationalisation of consumption; food security; crisis conditions

https://doi.org/10.63341/econ/3.2026.32

Retrieved from Volume 25, No. 3, 2026

Pages 32-45

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Suggested citation

Dyman, T., Zadorozhna, R. , Dyman, N., & Mazur, T. (2026). Wartime effects on food consumer behaviour and purchasing patterns in Ukraine. Economics of Development, 25(3), 32-45. https://doi.org/10.63341/econ/3.2026.32