СУЧАСНИЙ СТАН ДІЯЛЬНОСТІ СУБ’ЄКТІВ БІЗНЕСУ НА РИНКУ ОРГАНІЧНОЇ ПРОДУКЦІЇ

Abstract

The article examines the formation of the market for organic products and the main stimulating factors. Such factors include the usefulness of organic products, which arouses the interest of consumers and satisfies their desire to preserve their own health. Organic production ensures the development of the concept of sustainable development and socially responsible business management. The main advantage of organic products is the quality indicator and its mandatory certification. Competitive advantages indicate the properties of the brand and organic products in general, which distinguish them from similar products on the market. The current state of functioning of the market of organic products is analyzed, in particular in terms of achievements in the domestic and foreign markets. Domestic manufacturers represent eight product positions on the global world market, where goods of raw material origin prevail. The countries that remain the world's largest markets for organic products, main logistics hubs and purchasing power consumers are represented. The assortment of organic products is presented, which has the largest specific weight in the consumer basket, which includes both plant and animal products. The dynamics of the volumes of organic imports by product categories in recent years and the main partners of the country in the field of trade in organic products are specified. Problematic issues that remain and affect the further development of the internal organic market are identified. Among the main issues, the low level of consumer awareness and high prices for organic food products are acute. The growth of demand for organic products is influenced by the formation of public awareness of its benefits, ensuring the reliability of the information provided regarding the composition of organic products, which raises the level of trust among potential consumers. According to the results of the analysis of the organic production market in Ukraine, the scenarios of the strategic development of the organic production market are proposed. The proposed strategy will consist in the fact that business entities should take active actions to strengthen their position in the market thanks to the availability of a material and technical base, distribution channels and a wide range of goods, increase the development of rural areas. The development of domestic and international export markets minimizes the costs associated with the transition to organic production.