Demographic profile of Ukrainian consumers

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If we consider changes in the demographic profile of Ukraine, we can see an important change that is worth considering through the prism of your goals and target audiences for brand promotion.

First, the country’s population has become older due to the outflow of many young people, especially young women with children. The average age of the population has increased by 2 years. The number of women in the population has prevailed over the past 10 years, but this trend has changed. According to the latest data for 2021, 54% of women and 46% of men live in Ukraine. hong kong rcs data However, the latest statistics show that the ratio has changed, now 51% of men and 49% of women live in Ukraine. This means that the target audience for brands has also changed. Now, if your brand was previously associated with women, then you may be surprised, but the majority of your brand’s consumers are men.

There is also an expansion of categories. If your target audience was previously the 25-35 age group, now, when analyzing your brand’s consumption statistics, you will see that your audience has expanded and now covers the age range of 18-54 or even 18-64. This trend is confirmed by research and supported by statistical data.

However, there are questions about the availability of standard market statistics. Data from the National Statistics Office, which was the standard for determining the audience, is available only for the last quarter of 2024. Data for 2022 is not available. Therefore, in many cases, alternative sources have to be used. For example, we, together with the media agency Zenith as part of the Public One Group, conducted an audience profile study for our brands. The data obtained confirmed the above trends.