The article deals with the dynamics of the consumption of foodstuffs, provision with non-food items and expenses on services in the households. The author defines certain contradictions between the demands, value priorities and social status of the households.Taking into account the current specificity of the households’ propensity to consumption and saving, the author considers advisable to use the data of sociological surveys on value priorities, and consumer sentiments and expectations regarding the development of Ukraine’s economy, to justify prospective guidelines in the development of the consumer market. The author formulates various assumptions and risks in the medium-term development of the consumer market.The article provides a synthesis of the scientific knowledge about Ukrainian mentality to promote the process of the formation of middle class in Ukraine. Using the data of sample and sociological surveys on the households, the author justifies a conceptual model for the realization of the above mentioned process. The model  features consist of the need to attain the highest level of human potential. The author justifies various proposals on the development prospects of the consumer market and raising the well-being in Ukraine. 

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