Abstract
The article examines the main aspects of the activities of domestic enterprises in the confectionery market, as well as its segmentation, consumer purchasing behavior, market prospects, risks and trends. The analysis of ukrainian internal comsumption of the sweets and its export was made. The dependence of the fulfillment of production conditions and modern market needs was revealed. External and internal factors, such as consumer requirements, market trends, production capacity etc., influencing the activities of confectionery manufacturers are considered. The level of orientation of production to the needs of the market is determined, depending on external and internal factors. The dynamics of the manufacturing of chocolate glazed candies with filling in Ukraine during the last 5 years are researched, additionally the changes in demand for such products are detected. A comparative evaluation of the organoleptic indicators of chocolate glazed candies with filling was carried out, consumer needs and requirements were identified. Price, assortment and candies’ quality are the main factors for consumers before their choice. It was concluded that conducted analysis shows the importance of availability of chocolate glazed candies with filling and chocolate as a whole, because these commodity groups provide confectionery enterprises with large amounts of profit, that is why Ukrainian manufacturers of confectionery products must continue to conduct a deep analysis of consumer needs, take into account their consumer requests and thoughts together with evaluating the product's merchandising characteristics at all levels. The above-mentioned actions will help domestic manufacturers to respond to most changes in the urkainian market situation, to update the assortment, and thereby to confirm its competitiveness not only in domestic, but also in foreign markets. The effectiveness of the confectionery market is determined by the increase in the population's demand for confectionery commodities and the competitiveness of producers, which indicates the need for innovative development and marketing approach.
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