PROBLEMS AND PROSPECTS OF THE DEVELOPMENT OF THE CONFECTIONERY INDUSTRY IN UKRAINE

Abstract

This article discusses the problem of the development of the confectionery industry in Ukraine. The sweets market has been analyzed and characteristic problems have been identified, as well as an analysis of enterprises engaged in this field. The main problem at the moment is the sale of manufactured products both domestically and abroad. The growth of the exchange rate has a great influence because of it the purchase of cocoa is the main product for the manufacture of chocolate products. Foreign confectionery manufacturers are also not lagging behind, they also adapt to the purchasing power of citizens and deliver the cheapest possible products, which aggravates the situation for domestic confectioners. Based on the analysis, it was concluded that enterprises in the struggle for market share reduce the cost of their products by replacing high-quality components with cheaper ones, which leads to a failure in the production of premium products. Cheaper production leads to the degradation of the range and affects competitive ability in European markets. Following from all this, proposed measures to improve the situation on the confectionery market. In connection with the association with the EU, it is necessary to increase exports of goods abroad, to increase exports, enterprises should spend money on improving the company’s image in a foreign market, because there it plays a big role, it is worth increasing the quality of products sold abroad. An important factor is the role of investment in the analysis of scientific achievements and demand among the population. Another factor to increase sales may be the production of trend products such as protein bars. Taken together, all these factors determine the relevance of the article, and based on this analysis, it is possible to identify the strengths and weaknesses of enterprises and ways to solve problems with the marketing of their products.