Assessment of the competitiveness of food products of Ukraine in the domestic and foreign markets

Abstract

AbstractThis article conducts a comprehensive financial analysis of the competitiveness of confectionery producers in Ukraine within the global confectionery market context. It aims to assess the challenges faced by Ukrainian producers and propose practical strategies to enhance their competitiveness. The research employs various methods, including the construction of a competitive market map and the application of the theory of effective competition. Competitiveness coefficients are calculated to evaluate the performance of key players. A SWOT analysis is conducted to identify strengths and weaknesses, and potential measures for increasing competitiveness are proposed. The global confectionery market has reached $298 billion in 2021, but Ukrainian producers have encountered obstacles, such as the COVID‐19 pandemic, rising production costs and geopolitical conflicts, leading to closures and reduced exports. Roshen emerges as the leader with a 24.7% market share in 2022, although all major companies experienced negative growth rates due to the war. Competitiveness coefficients also position Roshen at the forefront, whilst several other plants demonstrate significant potential. The article's practical significance stems from its data‐driven analysis of competitiveness, providing valuable insights and strategies for managers to improve the production and export capabilities of Ukrainian confectionery producers in the face of global market challenges. Future research could explore sustainable competitive advantages and cost reduction strategies.