Recent research reveals that 62% of surveyed Ukrainian citizens have firsthand experience purchasing counterfeit products, particularly replicas of famous brands. Meanwhile, only 27% of respondents consider themselves confident in distinguishing genuine items from counterfeits. In comparison, 64% are uncertain, and 9% admit they cannot spot the difference.
The primary motivation for buying counterfeit goods is their lower price, cited by 33% of participants. In comparison, branding is an independent factor for only 2%. Consumer preferences are distributed as follows: 41% favor expensive original products, 37% prefer high-quality yet significantly cheaper replicas, and 22% remain undecided.
For 58% of respondents, information about product authenticity is a crucial consideration when choosing items. While 35% refuse to purchase replicas, 29% deliberately choose non-original goods, and 36% have no clear stance on the issue.
According to consumers, the most common categories of counterfeit products include clothing (78%), perfumes and cosmetics (73%), footwear (65%), alcoholic beverages (56%), and leather goods (42%). Additionally, pharmaceuticals (40%), household electronics (25%), and food products (21%) represent significant shares. Jewelry (19%) and automobile spare parts (18%) are reportedly the least counterfeited.
The internet is the primary source of information regarding the distinctions between genuine and counterfeit products, relied upon by 85% of survey participants. Traditional mass media has a considerably smaller influence (5–10%), while 23% acquire knowledge from friends and acquaintances.
Researchers note that despite high awareness levels, gaps exist in the practical understanding of counterfeit issues, counterfeit identification, and the formation of consumer attitudes. Consequently, demand for counterfeit goods remains notably high, primarily driven by cost factors. Therefore, it is recommended to intensify targeted informational campaigns and enhance tools for improving consumer awareness.
The study was conducted by the Institute for Economic Research (IER) from March 29 to April 12, 2026. The online survey involved 142 respondents from 17 regions of Ukraine and Kyiv. The majority of respondents were women (72%), highly educated (97%), and aged 26–60 years (76%).
