TRENDS IN CONSUMER BEXAVIOR OF HOUSEHOLDS IN THE FOOD MARKET OF UKRAINE

Abstract

The article outlines the peculiarities of consumer behavior of households in the food market of Ukraine. The importance of studying the peculiarities of the formation of consumer behavior of households in the food market of Ukraine in modern socio-economic conditions is outlined. In analyzing the behavior of consumers in the food market, three periods of its formation are distinguished. Changes in consumer practices of Ukrainian households over the past ten years have been analyzed. Trends in consumer behavior of households that prevailed until 2020 were determined. Among them are the growth of retail turnover of grocery chains, the development of electronic commerce, the dependence of the choice of store type on the level of household income, the active development of local trade networks and the growing demand for organic products. The peculiarities of the second period of the formation of consumer trends that began with the beginning of the COVID-19 pandemic are considered. In particular, the purchase of the most necessary goods, the reduction of impulsive purchases, the importance of the product price when making a purchase, the popularization of food and ready-made food delivery services, and the increase in online shopping by households. The consumer behavior trends of households that arose due to the beginning of the full-scale Russian invasion are indicated. The following trends in consumer behavior of households at the beginning of last year can be distinguished: reduction of household expenditures on food products, lack of food consumption, cash purchases, the spread of survival strategies in consumer behavior of households, giving preference to cheaper products by households, borrowing money by households, increase in the average number of households, and change of residence by households. The study of the consumer behavior of Ukrainians during the 10 months of the full-scale invasion made it possible to single out slightly different consumer trends. In particular, the rationalization of demand, consumers' attention to the brand when making a purchase, and growing demand for Ukrainian brands.