Economics and Business Management

Retail food sales in Ukraine: From pre-war period to recovery prospects

Mykola Ilchuk, Anastasiia Kyrychenko, Olha Tomashevska, S. Us, Ye. Ivanov
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Abstract

Retail food sales serve as a key indicator of a society’s socio-economic condition. Its dynamics reflect the population’s level of well-being, influence tax revenue generation, and reveal trends in economic development. This study aimed to identify the main factors affecting the operations of food retailers and to formulate recommendations for enhancing the competitiveness of food retailers in Ukraine. The findings indicate that the COVID-19 pandemic triggered global shifts in food consumption patterns and stimulated the growth of e-commerce. At the same time, the war in Ukraine led to a sharp decline in sales volumes due to infrastructure destruction, economic instability, and population displacement. The most significant sales reductions were observed in categories of fresh products, such as fruit, vegetables, meat, and fish. Despite the adverse effects of the war, Ukraine’s food retail sector has demonstrated considerable resilience and is experiencing rapid post-crisis growth, surpassing the global average recovery rate. An analysis of per capita income from food retail indicates strengthening purchasing power and shifts in consumer habits. Particular attention is given to the differences in the growth rates of online and offline retail, where global trends outpace those in Ukraine. Structural changes in the sector are highlighted, including the decline in the number of small retail operators in favour of large chains. A competitive analysis reveals that food retailers are focusing on optimising pricing strategies, expanding product assortments, and implementing digital solutions. To enhance competitiveness, measures have been proposed to improve customer service, develop online sales channels, diversify product offerings, and integrate environmental initiatives. The practical significance of the study lies in its recommendations for strategic directions to strengthen the competitiveness of food retailers in Ukraine, particularly through the adoption of innovative solutions, support for small businesses, and the development of logistics infrastructure

Keywords

e-commerce; competitiveness; retailers; assortment; innovation

Suggested citation
Ilchuk, M., Kyrychenko, A., Tomashevska, O., Us, S., & Ivanov, Ye. (2025). Retail food sales in Ukraine: From pre-war period to recovery prospects. Economics and Business Management, 16(1), 9-28. https://doi.org/10.31548/economics/1.2025.09
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