Dynamics of consumption of vegetables and fruits in Ukraine; the influence of seasonality, military realities, and logistics

In Ukraine, the consumption of fruits and vegetables is heavily influenced by seasonal trends, economic factors, and the impact of the ongoing military conflict. According to Katerina Nichaeva from the VARUS supermarket chain, there is a seasonal shift in consumer preferences, with a higher demand for citrus and exotic fruits during winter, and salad vegetables, berries, and stone fruits in the warmer months. Economic considerations, especially the price, play a crucial role in determining consumption volumes, with imported vegetables like tomatoes and cucumbers seeing a price surge in winter. The military conflict has necessitated a change in the procurement geography, moving from the southern regions to the Odessa, Nikolaev regions, and the Western part of Ukraine, with central Ukraine and the Dnipropetrovsk region seeing a resumption in procurement volumes in 2023. Despite these challenges, imports have remained relatively stable, except for countries facing sanctions or logistical issues.