Following a turbulent 2022, global tobacco players in Ukraine spent 2023 and 2024 adapting to ongoing conflict-related disruptions, returning to new product launches primarily in cigarettes, heated tobacco and nicotine pouches. Traditional categories such as cigars, cigarillos and smoking tobacco experienced a sharp contraction, with availability declining significantly due to both supply issues and shifting consumer preferences. While illicit trade saw a temporary decrease in 2024, it began to

Cigarette sales in Ukraine recorded a rare upswing in 2024, breaking from the long-standing pattern of volume decline. This reversal was largely driven by a notable reduction in the share of illicit trade, which had previously accounted for a substantial portion of total tobacco consumption. In 2024, illicit trade was estimated to cover up to 16% of real consumption, but government interventions led to a temporary contraction in its presence. Measures included the shutdown of illegal production

Although cigars and cigarillos posted positive volume growth in 2024, this performance is likely to be temporary. A modest recovery in economic conditions and consumers’ gradual adaptation to wartime realities contributed to short-term demand, with some consumers also choosing to stockpile flavoured products ahead of the mid-year implementation of a flavour ban. Nonetheless, this category remains highly niche, defined by premium positioning and limited to occasional consumption among middle- to

Retail value sales of e-vapour products plummeted in 2024 following the delayed but eventual implementation of a new law in July that introduced stringent restrictions on nicotine strength and packaging volumes, along with a ban on flavours. These limitations significantly contracted the legal market for e-liquids, cartridges and single-use cigarettes, though actual consumption remains much higher than reported. A considerable share of usage now centres around self-mixed e-liquids, which fall ou

Despite the war with Russia running into the third year, home and garden in Ukraine registered an increase in current value sales in 2024, shaped by reconstruction, a growing DIY culture, and a rising focus on urban gardening and sustainability. However, inflation was still high, though it eased. As such, constant value growth was more muted.

Home furnishings in Ukraine registered healthy current value growth in 2024, though constant value growth was muted, as inflation remained an issue. Manufacturers are increasingly adopting eco-friendly practices and advanced technologies such as zero-waste production lines and handcrafted sustainable furniture to meet rising demand for responsible consumption. Regions like Rivne have emerged as key production hubs, attracting foreign direct investment and fostering international partnerships tha

Gardening experienced significant current value growth in Ukraine and in fact was the strongest performer in home and garden in 2024. This was due to a mix of social, economic, and environmental factors. In particular, the ongoing war has led many Ukrainians to reconnect with the land as a means of food security, self-sufficiency, and psychological resilience. Urban and rural households alike are increasingly turning to home gardening to supplement diets and reduce reliance on disrupted supply c

While homewares in Ukraine registered healthy current value growth, constant sales remained unchanged, as inflation continued to bite. That being said, as many Ukrainians rebuilt or relocated, there was strong demand for kitchen and dining essentials. ranging from cookware and utensils to dinnerware and food storage. At the same time, rising interest in home cooking, wellness, and social rituals like shared meals has turned the kitchen into a focal point of daily life, prompting consumers to inv

Though current value sales increased in home improvement in Ukraine in 2024, constant value sales fell, as continuing inflation hit profit margins. Sales were mainly driven by repairs and rebuilding of residential buildings damaged by the war, with the government and also international organisations providing subsidies. As such, value sales were mainly driven by recovery efforts rather than typical home improvement trends. Home paint accounted for most value sales and also registered the highest

The rate of growth in retail current value sales of pet care in Ukraine will slow but remain vigorous in 2025. The percentage of households with a dog or cat fell in 2022 due to the Russian invasion, and while it has rebounded during subsequent years, it will remain below its pre-war level in 2025. Nonetheless, growth in demand for pet food is being driven by the fact that a steadily growing proportion of cats and dogs are being fed prepared food. Owners in Ukraine, particularly younger ones in

The rate of growth in retail current value sales of pet products will accelerate in 2025, more than doubling over the course of the review period amid rising demand for premium offerings. The pet products category is primarily driven by goods for cats and dogs, as the populations of other animals – small mammals, fish, birds and reptiles saw a marked decline following the Russian invasion in 2022 and showed only a weak recovery in the latter part of the review period.

The rate of growth in retail current value sales of other pet food will accelerate slightly in 2025, with fish food the dominant category and small mammal /reptile food the most dynamic. The other pet population fell sharply in 2022 in the wake of the Russian invasion of Ukraine, and while it rebounded during subsequent years, it will remain well below its pre-war level in 2025. Largely as a result of this, other pet food will continue to underperform cat and dog food in 2025. Moreover, since th

The rate of growth in retail current value sales of cat food will slow but remain robust in 2025, with economy wet cat food the largest category and cat treats and mixers the most dynamic. There was a reduction in the number of kittens in the country towards the end of the review period caused by people shifting to adopting adult cats from shelters instead of buying kittens from breeders. There was a rise in adoptions from shelters in territories close to the front line of the war, from which pe

The rate of growth in retail current value sales of dog food in Ukraine will slow but remain robust in 2025. The Russian invasion of Ukraine in February 2022 has reinforced long-term trends in dog population and food, namely a shift towards small dogs, as these are more convenient and economical to keep. Reduced mobility and the difficulty of finding shelter/temporary accommodation has led people to avoid larger breeds. Trendy small dog breeds include Maltipoo, Corgi, Toy poodle, Cavapoo, Maltes

Deodorants saw current value growth in Ukraine in 2024. The category is comprised of products that many Ukrainian consumers see as staples together with some other largely hygiene related beauty and personal care products such as soap. As a result, demand remains relatively resilient in the face of economic challenges, though consumers may look for lower priced options as their purchasing power diminishes. Growth has also been boosted by the growing interest women are showing in participating in

Fragrances saw strong current value growth in Ukraine in 2024, though sales remained well below the level seen immediately prior to the outbreak of war in the country. Fragrances’ performance has begun to recover as life has normalised in some parts of Ukraine as much as it can when a country is experiencing a war on its territory. During times of war or crisis, individuals can tend to seek psychological comfort and solace in familiar and pleasant experiences, with fragrances having the ability

Hair care saw strong current value growth in Ukraine in 2024, with sales exceeding pre-war levels in current value terms during the year. Shampoos is the dominant category in hair care, with these products being considered a staple part of the daily personal care routines of Ukrainians. Towards the end of the review period, there was a shift amongst consumers towards purchasing larger packs of hair care products. This strategic move is often driven by the cost-effectiveness of bulk buying. For e

Bath and shower saw current value growth in Ukraine in 2024, with the category’s expansion partly driven by the continuous rise in prices. Demand was also boosted by the needs of the army, via private initiatives and purchases by military personnel through retail channels. Bar soap remained the largest category in Ukraine in the final year of the review period, with sales supported by the demands of war, bar soap is convenient to transport and easy to use during wartime. Bar soap also benefits f

Beauty and personal care saw current value growth in Ukraine in 2024. Sales recovered beyond the level seen in 2021, immediately before the Russian invasion, in current terms, though not at constant 2024 prices. At the end of the review period, demand for beauty and personal care products was supported by local consumers adapting to the challenging realities of life during the war and consuming products according to their purchasing power and preferences. The vast majority of local consumers con

Skin care saw dynamic current value growth in Ukraine in 2024, with the category expanding significantly more rapidly than the overall beauty and personal care market. Towards the end of the review period, consumers displayed an increasing interest in healthy skin and a willingness to spend more for products that are believed to offer greater efficacy and quality. Nonetheless, as in other beauty and personal care categories, skin care has seen its development constrained by the challenging condi

Colour cosmetics saw dynamic current value growth in Ukraine in 2024. Part of this dynamism was generated by rising prices, but other growth factors were also visible. One of the key trends witnessed amongst Gen Z consumers was a desire to avoid very bright make-up and a move towards a more natural look. Eye make-up was the largest category in colour cosmetics in Ukraine in 2024, and continued to grow during the year, reflecting historic trends in the market. Although a trend towards less bright

Oral care saw strong current value growth in Ukraine in 2024. Oral care is an important part of the daily personal care routines of Ukrainian consumers, especially since dental care services became more expensive and less available due to the war in the country. Toothpaste is the largest category in oral care in Ukraine and was the fastest growing category in 2024. The category is dominated by standard products, but problem solving products, such as Sensodyne, also account for a solid share of s

Sun care registered dynamic current value growth in Ukraine in 2024. Indeed, it was the most dynamic category in beauty and personal care during the year, with rising demand supported by good weather in the summer, as well as rising consumer awareness of the potential effects that over-exposure to the sun can have on the skin’s appearance and health. Sun protection is the dominant category and saw good growth in the final year of the review period. However, local consumers are rather conservativ

Depilatories saw current value growth in Ukraine in 2024. However, this was a result of natural growth after the serious decline seen during the review period with no significant basis for a more consistent revival. Indeed, despite a second consecutive year of growth, in 2024, depilatories sales remained significantly lower than in 2021, before the Russian invasion.