Consumer sentiment in Ukraine has fundamentally shifted over the last four years, with demand becoming “increasingly restrained” and focused on essential goods, according to Olena Vdovychenko, CEO of METRO Ukraine. Speaking on the current market landscape, she noted that non-food categories have seen significant declines. METRO Ukraine, which operates as part of the international wholesale leader METRO AG, serves both customers and B2B through its network of 21 shopping centers, according to