Consumer sentiment in Ukraine has fundamentally shifted over the last four years, with demand becoming “increasingly restrained” and focused on essential goods, according to Olena Vdovychenko, CEO of METRO Ukraine. Speaking on the current market landscape, she noted that non-food categories have seen significant declines.
METRO Ukraine, which operates as part of the international wholesale leader METRO AG, serves both customers and B2B through its network of 21 shopping centers, according to its website. The retailer has observed that shoppers are unwilling to give up small indulgences.
“Clients are keeping small psychological anchors for themselves. This is especially noticeable after crisis situations. For example, salty and sweet snacks grew by 12%, liqueurs by 40%. Despite the increase in prices, the coffee segment grew by 30%,” Vdovychenko said during the “EBA Global Outlook: Success in Adversity” on Tuesday.
Despite a challenging start to early 2026 due to blackouts and staff shortages, METRO Ukraine reported 18% growth in cash for 2025 and forecasts a 20% increase for the current year.
Major change in consumer preferences
METRO Ukraine reports a 20% growth in “ultra-fresh” categories, including meat, fish, and vegetables.
There is a “rising demand” for “ready-to-eat” or pre-cooked products, Vdovychenko said, without stating the exact growth numbers. For the hotel, restaurant, and cafe sector (HoReCa), this shift is driven by a severe shortage of personnel, exacerbated by the migration of young people aged 18-24, she said. For end consumers, the preference for ready-made meals is linked to unpredictable power outages, which limit the time available for cooking.
Vdovychenko said that supporting small and medium-sized businesses remains a priority for the store chain, as the HoReCa sector continues to face operational hurdles.
Energy resilience and technological innovation
To combat infrastructure challenges, METRO secured imported electricity supplies for eight of its shopping centers, has begun installing solar panels, and is continuing to work on installing other power sources. While the company is integrating artificial intelligence (AI) to identify patterns in consumer behavior, Vdovychenko emphasized that technology cannot yet compensate for the labor deficit.
To improve customer experience and streamline operations, METRO Ukraine has implemented its new Fast Line scanner system, allowing customers to scan items directly into their carts and pay via a mobile app to avoid checkout lines.