Market situation at the beginning of the war

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Analyzing the fate of individual categories, it can be noted that in March 2022, medicines accounted for almost 86-87% of all sales. At the same time, the cosmetics category suffered the most - its share decreased to 2.9%. However, by the end of June, most categories began to recover, including dietary supplements, dietary products and cosmetics. It is worth noting that the situation, although it remained measurable, was not as critical as it looked in March or April.

After analyzing the sales structure, we can observe that the leading regions still maintain their positions.

The only negative trend was observed in Kyiv in early March 2022, when there was a significant outflow of population, and the situation changed very sharply by June. Kyiv even lost its share of weight in the overall state hong kong rcs data sales statistics. Kharkiv and the Kharkiv region were especially vulnerable, where the share of sales decreased from 9% in January to 5.2% in June. Kharkiv, in fact, is among the top five cities most affected by the war, and the decrease in population in this region affected the structure of sales. Analyzing the overall dynamics, it is worth noting that during March-April, the share of sales in the western and central regions began to grow. However, starting from June, when migration is directed from west to east, the dynamics of sales in the western and central regions underwent changes: it stabilized or even decreased.

When it comes to the activity of individual categories and their location, it should be noted that at the beginning of the war, television completely stopped showing advertising at the initiative of independent TV channels.


The national news marathon captured everyone's attention. All TV channels were basically broadcasting the same news, which was common to all players in the market, and there was no advertising activity. The first advertising campaign in the market appeared in week 16, which corresponds to the beginning of April. In fact, there were only six brands that participated. It is important to note that during the war, the standard GRP and TRP measurement system became impossible due to the lack of monitoring. Therefore, television was sold by the number of exits, and the data included both the number of players and the number of exits per week. Interestingly, players were cautious about resuming their advertising activity. However, the dynamics were positive, and by the end of June we are already observing 28 players and almost 13 thousand exits on television.