Author: A. Shumei, PhD Stud., ORCID ID: 0000-0002-6212-0097
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
Annotation: Consumer behavior and the basket of Ukrainians have undergone certain transformations due to the spread of COVID-19
and the introduction of quarantine measures. Fear, panic, uncertainty about the future, reduced income and temporary job
losses were the main factors that affected consumers. First of all, this was reflected in the dynamics of changes in the structure
of economic expenditures in the first half of 2020 compared to 2019. The introduction of quarantine had the features of
increasing online orders, non-cash payments, purchase of long-term storage goods, medicines, and goods for the
organization of work in a remote format. The increase in spending on these items has created delayed demand from consumers.
The purchase of clothes, shoes and travel arrangements have been put on hold. It should be noted that such
transformations were temporary. After the restrictions were lifted, people returned to their old eating habits. Research has
shown that people are sensitive to information. This was reflected in the increase in the share of non-cash payments, because
the mass media recommended avoiding cash payments. This experience has shown us the reasons why sellers and
manufacturers must constantly monitor information and news and be able to predict further developments. Consumers must
be open to working with sellers and producers so that sellers and producers can understand the consumers’ interests and
meet their demands. Recommendations were developed for public authorities to improve the adaptation of public policy to
changes in consumer behavior in the context of the introduction of restrictive measures for buyers in the form of quarantine;
for enterprises to increase the effectiveness of enterprise policy in a pandemic; for consumers to build relationships with
sellers and manufacturers on an ongoing basis.
Keywords: consumer basket, COVID-19, household expenditures.
1st Revision: 25/06/2022
1. Arkhiv novyn za 2020 rik. Ukrainska pravda. [News archive for 2020. Ukrainian truth]. Retrieved from https://www.pravda.com.ua/
archives/year_2020/ [in Ukrainian].
2. Berezhnyi Ya.V. (2020). Spozhyvchyi rynok i karantyn “COVID-19” v Ukraini [Consumer market and quarantine “COVID-19” in Ukraine].
Efektyvna ekonomika [Effective economy], №9. Retrieved from http://www.economy.nayka.com.ua/pdf/9_2020/66.pdf [in Ukrainian].
3. Bil, M. (2021). Spozhyvcha povedinka naselennya Ukrayiny: refleksiyi na pandemiyu COVID-19 [Consumer behavior of the population
of Ukraine: reflections on the COVID-19 pandemic]. In Sotsial’no-ekonomichni problemy suchasnoho periodu Ukrayiny [Socio-Economic
Problems of the Modern Period of Ukraine]: Vol. 149 (3) (pp. 9-15). doi: https://doi.org/10.36818/2071-4653-2021-3-2. [in Ukrainian].
4. Holovni trendy na karantyni: shcho zminylos v povedintsi ukraintsiv [The main trends in quarantine: what has changed in the behavior
of Ukrainians]. Retrieved from https://www.epravda.com.ua/publications/2020/04/14/659337/ [in Ukrainian].
5. Zvitnist hrupy kompanii Fozzy Group [Reporting of the Fozzy Group]. Retrieved from https://www.fozzy.ua/ua/reporting/ [in Ukrainian].
6. Karavaiev T.A. (2020). Vplyv koronavirusu COVID-19 na zminy v torhovelnii ta mytnii politytsi inozemnykh krain [The impact of
coronavirus COVID-19 on changes in trade and customs policies of foreign countries]. Pidpryiemnytstvo, torhivlia, marketynh: stratehii,
tekhnolohii ta innovatsii [Entrepreneurship, trade, marketing: strategies, technologies and innovations],p.220-223. [in Ukrainian].
7. Kravchenko O.(2021). Yakyi biznes v Ukraini y u sviti vyhrav vid pandemii koronavirusu [What business in Ukraine and in the world
has benefited from the coronavirus pandemic]. Retrieved from https://gordonua.com/ukr/publications/jakij-biznes-v-ukrajini-i-v-sviti-vigravvid-
pandemiji-koronavirusa-spisok-1533202.html [in Ukrainian].
8. Rozdribnyi tovarooborot pidpryiemstv rozdribnoi torhivli za tovarnymy hruppamy. Derzhavna sluzhba statystyky [Retail turnover of
retail trade enterprises by product groups. State Statistics Service]. Retrieved from http://www.ukrstat.gov.ua/
9. Symonenko K. Vse bude onlain: yak riteilery perekhodiat v internet cherez karantyn [Everything will be online: how retailers go online
through quarantine]. Retrieved from https://rau.ua/novyni/novinikompanij/ritejlery-perehodyat-v-internet [in Ukrainian].
10. Struktura sukupnykh vytrat domohospodarstv zalezhno vid rivnia serednodushovykh ekvivalentnykh zahalnykh dokhodiv. Derzhavna
sluzhba statystyky. [The structure of total household expenditures depending on the level of average per capita equivalent total income. State
Statistics Service]. Retrieved from http://www.ukrstat.gov.ua/ [in Ukrainian].
11. Ukraina na karantyni: monitorynh suspilnykh nastroiv [Ukraine in quarantine: monitoring of public sentiment]. Sotsiolohichna hrupa
“Reitynh” [Sociological group “Rating]. Retrieved from http://ratinggroup.ua/research/ukraine/ukraina_na_karantine_monitoring_
obschestvennyh_nastroeniy.html?fbclid=IwAR3Ige1LaAFAA7gtP5wMJ7_vvdtPNoEVWpHthPhg2pl9HXpQ1DIZHjllA_Q [in Ukrainian].
12. Uriad posylyt zakhody bezpeky dlia borotby z koronavirusom [The government will strengthen security measures to combat the
coronavirus] // Uriadovyi portal. Departament komunikatsii Sekretariatu Kabinetu Ministriv Ukrainy.Publikatsiia vid 1 kvitnia 2020 r.
[Government portal. Department of Communications of the Secretariat of the Cabinet of Ministers of Ukraine. Publication dated April 1, 2020].
Retrieved from https://www.kmu.gov.ua/news/uryad-posilyuye-zahodi-bezpeki-dlya-borotbi-z-koronavirusom?fbclid=IwAR0nTOl4QRit282jm
RZmjcn1jyTsmzlYo-Sc17i66gcOHbAlSHrh5lQ-3wk [in Ukrainian].
13. U servisi Zakaz.ua rozpovily, naskilky zrosla kilkist zamovlen pid chas karantynu. [The Zakaz.ua service told how much the number
of quarantine orders has increased]. Retrieved from https://www.epravda.com.ua/news/2020/03/26/658555/ [in Ukrainian].
14. Aday S., Aday M. S. (2020) Impact of COVID-19 on the food supply chain. Food Quality and Safety, Vol. 4, р. 167–180. doi: https://doi.org/10.1093/fqsafe/fyaa024
15. Coronavirus: Greatest test since World War Two, says UN chief. Retrieved from https://www.bbc.com/news/world-52114829
16. Hobbs J.E. (2020) Food supply chains during the COVID-19 pandemic. Canadian Journal of Agricultural Economics. doi: https://doi.org/10.1111/cjag.12237
17. Nielsen: yak pandemiya virusu COVID-19 vplinula na zmini u spozhivchih nastroyah. [Nielsen: How the COVID-19 pandemic has
affected changes in consumer sentiment]. Retrieved from https://rau.ua/novyni/nielsen-covid-19-nastroyi/ [in Ukrainian].
18. Rio-Chanona R. M. del,. Mealy P, Pichler A., Lafond F., Farmer J D. (2020). Supply and demand shocks in the COVID-19 pandemic:
an industry and occupation perspective. Oxford Review of Economic Policy, Vol. 36, р.94–137. doi: https://doi.org/10.1093/oxrep/graa033