In 2025, Ukraine’s financial card industry expanded steadily, supported by regulatory reforms, wider cashless infrastructure, and rapid digital innovation. Card usage increased amid mandated merchant acceptance and growing adoption of contactless and mobile payments. Credit cards gained popularity for everyday spending, given ongoing economic uncertainty. Moving forward, Open Banking, fintech expansion, and deeper European integration are expected to further enhance card functionality, competiti

In 2025, the number of pre-paid cards in Ukraine continued to grow driven entirely by closed loop offerings, as open loop products remained absent from the market. Growth was fuelled by the rapid expansion of cashless public transport systems in cities such as Kyiv and Lviv, supported by digital platforms like Kyiv Digital and LeoKart. However, pre-paid cards face mounting competition from debit cards, NFC-enabled bank cards, and mobile wallets, which offer broader functionality and greater conv

In 2025, debit card usage in Ukraine continued to grow, supported by expanded POS infrastructure and mandatory cashless acceptance for merchants. Contactless functionality and mobile wallet integration further strengthened everyday use. During the forecast period, Open Banking and planned SEPA integration are set to enhance functionality and cross-border efficiency, while the government-backed Diia.Card is promoting debit card adoption through consolidated social payments and digital integration

In 2025, credit card usage in Ukraine continued to expand, supported by demand for flexible short-term financing and everyday spending. Transaction volumes rose despite monetary tightening, as banks maintained stable lending conditions. Digitalisation, contactless payments, and co-branded loyalty cards further supported growth. During the forecast period, enhanced fraud prevention measures and rapid fintech expansion are set to strengthen competition and improve consumer protection across the ma

In 2024, the Ukrainian packaging industry demonstrated resilience and adaptability, with growth observed across all major areas, despite ongoing economic and geopolitical challenges. Manufacturers and brands responded to shifting consumer preferences, regulatory changes and supply chain pressures by investing in innovative, functional and sustainable packaging solutions.

Consumption of other hot drinks is under pressure from the lower child population since the start of the war, which is denting sales of chocolate-based flavoured powder drinks. Despite rising input costs, other hot drinks witnessed modest volume growth in 2025, with healthier products emerging to tempt consumers seeking an indulgent hot beverage without the guilt.

The mature hot drinks industry focused on meeting consumer needs for affordability over 2025, as high inflation and wartime living led to extreme price sensitivity. Consumers traded down to coffee mixes and sought out fruit tea as an affordable sweet indulgence during difficult times. Overall, shoppers increasingly relied on discounts, promotions, and private label goods as more affordable alternatives.

Rising prices of instant coffee dampened coffee consumption in 2025, with poor harvests and rising input costs fuelling price increases. Consumers switched to cheaper coffee mixes and grey imports to accommodate their everyday needs. At the same time, premium coffee experiences are also on the rise with consumers showing growing interest in flavoured coffees and bean-to-cup experiences from craft coffee brands, valuing transparency and the origin of coffee beans.

Tea consumption has plateaued amid rising prices and supply issues in 2025. As a core staple hot beverage, tea drinking habits remains strong as it presents a comforting treat amid daily stresses. Preferences are evolving with warmer temperatures inspiring consumption of chilled teas and a growing interest in novelty lines and flavours. Instant tea shows strong growth potential aided by the rise of modern wellness-oriented innovations.

Bottled water sales rose significantly as war-related disruptions continued, with consumers relying on bottled formats due to water supply disruptions. Frequent media coverage of tap water pollution has strengthened the image and appeal of bottled water. Flavoured and functional innovations are emerging to tap into the health and wellness trend.

Carbonates is showing further recovery in 2025, aided by the marketing efforts of foreign and local brands. Developments are focused on healthier formulations, with both global and local players offering products with reduced sugar, juice content, and no artificial additives. Premium lines are gaining traction among middle and high income groups, whilst kvas is also witnessing a revival as brands pivot to appeal to younger health-conscious consumers.

RTD coffee is still an emerging category in Ukraine where urban consumers typically buy it as an affordable indulgence. Power outages have influenced demand as consumers seek a ready-made beverage with caffeine to support them during wartime. Strong growth potential is anticipated for RTD coffee spurred by heavy marketing investment from key players, the emergence of new brands, and numerous innovations.

RTD tea continued to recover from the sharp decline in consumption over 2022, although total volumes remain well below pre-war levels. Consumers are enticed by niche variants, including kombucha and bubble tea, with carbonated RTD tea gaining traction in line with the growing influence of health and wellness trends.

Soft drinks continues to rebuild in the face of ongoing wartime realities in Ukraine, although total volume sales remain significantly below pre-war levels. Whilst hindered by inflationary pressures and price sensitivity, consumers are reliant on soft drinks as an affordable indulgence, to either manage stress, support energy levels, or enjoy as a regular treat. Necessity has been a key driver in bottled water, with sales surging to compensate for water supply disruptions caused by air attacks a

Consumers were more reliant on energy drinks in 2025 as wartime living put a strain on physical and mental and energy levels. Wider consumer appeal provided stimulus to volume growth with older consumers increasingly turning to these soft drinks. Affordable brands are key to attracting more consumers into the energy drinks category, since price is often a key barrier to purchase.

Rising prices caused by supply issues lead to declining volume sales of juice over 2025. Promotional efforts and discounts intensified as retailers and brands competed to attract shoppers. Brands have experimented with new formulations to manage costs, including apple-based blends and vegetable mixes.

Sports drinks is a niche category growing from a low base in Ukraine, limited by its weak positioning in retail stores and low levels of consumer awareness. Wartime living and lower disposable incomes have proved to be a deterrent to wider adoption of sports drinks. Moving forward, demand is expected to rise for isotonic and electrolyte drinks over traditional energy beverages, with low/zero sugar options facing strong growth opportunities.

Concentrates is limited by lack of familiarity and appeal, with only a limited range of products available in Ukraine. Traditional products like kysil (kisel) are popular among older consumers, but generally these soft drinks are considered outdated by younger consumers. There is some scope for future growth in sports and energy powder concentrates.

Baked goods is enjoying steady growth with affordable premium lines attracting consumers who are keen to indulge. Inflation still had a major impact on input costs and retail prices, but a recovery seems underway on the supply side.

Inflation was the main driver behind the dynamic value sales of breakfast cereals in 2025. Added to this, premiumisation is supporting value sales, with consumers attracted to healthier propositions. Brands are aligning themselves with sports and fitness brands and social causes to promote a healthy and active lifestyle.

Consumer demand for processed fruit and vegetables continued to rise in 2025, despite rampant inflation and rising production costs. Frozen fruit and vegetables was a best-seller offering a combination of convenience, health and affordability.

Demand for rice, pasta and noodles continued to gain traction over 2025. The growing interest in rice and noodles has been inspired by innovative launches and flavours, as well as the overarching desire to experiment with new cuisines.

Staple foods in Ukraine reported stable retail volume growth in 2025 despite another year of high inflation that pushed up retail prices. Consumers relied on staple foods during difficult wartime conditions, although price sensitivity remained acute reflecting the strong reliance on discounts, promotions and private label. Brands and retailers are using these tools to drive sales, whilst accommodating the still strong desire to remain healthy and enjoy an everyday indulgence.

Convenience shaped demand patterns in 2025, with consumers buying more packaged processed options presented as an affordable solution. There was a shift towards buying smaller packs to save time, money and food waste. Alternatives to meat is a dynamic category where brands are rapidly developing and using marketing to attract younger generations.