Confectionery Market Research Articles

Market Evolution and Consumer Trends in Poland's Confectionery Industry

The Polish confectionery market is considered to be one of the most developed and dynamic markets in the world. But in recent years, the Polish food industry has faced a sharp increase in production and marketing costs, disruptions in the supply chains of raw materials, consumables and packaging, as well as the loss of traditional sales markets due to the war in Ukraine. The study of the peculiarities of the Polish confectionery market made it possible to assess the main indicators of the Polish market of confectionery goods of all categories, as well as its volume and trends. The article analyzes the situation on the Polish confectionery market, including production, export, import, consumption, geographic location of the market, levels of competition and development of the market's production and transport infrastructure. It was concluded that during 2022 there was a 12% increase in the volume of production of confectionery goods of all categories. At the same time the manufacture of Polish flour confectionery products increased by 19.3%. The growth rates of production of cocoa–rich and sugar sweets were 3.8% and 6.8%, respectively. About 50–70% of manufactured products are exported by Polish manufacturers. It is necessary to mention that during 2022 a record number of products were exported from Poland, exceeding the similar figures of the previous year by 13.8%. Meanwhile, despite the presence of developed domestic production of confectionery goods in Poland, the volume of imported supplies traditionally remains high and increased by 7.8% in 2022. At the same time, the level of competition in the Polish domestic market for flour, cocoa–rich/chocolate and sugar confectionery products is estimated as high. The level of the market's production and transport infrastructure is rated as developed.

Market segment evaluation based on fuzzy tools

The paper suggests a hybrid model with simplified and extended schemes for evaluating market segments based on strategic diagnostics methods and fuzzy multi-criteria analysis tools. The developed model's novelty and originality consist of forming a system of evaluation criteria based on the GROT criteria of I. Ansoff and the five forces of the M. Porter model (and in the case of an extended calculation scheme – with their decomposition into sets of relevant sub-criteria) and the use of the latest Fuzzy SBWM method (Fuzzy Extension of Simplified Best-Worst Method) to determine their weighting factors. Expert linguistic evaluations on a defined 7-level term set, followed by their transformation into fuzzy numbers with triangular membership functions, are used to evaluate market segments for each identified criteria (sub-criteria). The Fuzzy SAW method determines fuzzy integral estimates of market segments based on these sub-criteria. A practical case of evaluating the confectionery market segments of Ukraine for the simplified calculation scheme is given. The systematic approach makes it possible to determine the attractiveness of market segments for forming strategic recommendations based on the application of portfolio analysis methods, for developing and implementing diversification and logistic strategies.

IMPACT OF FERRERO ROCHER & CADBURY LTD.’S BRANDING STRATEGIES ON THEIR SALES REVENUE DURING LOCKDOWN

This research paper delves into the comparative analysis of the branding strategies employed by Ferrero Rocher and Cadbury Ltd. and their influence on sales revenue in the Indian confectionery market during the COVID-19 lockdown in 2021. The global pandemic brought unprecedented challenges to businesses across various industries, with the confectionery sector being no exception as the lockdown was marked by restricted mobility which played a role in altering consumer behaviour and a shift in purchasing patterns which truly challenged confectionery brands. This study seeks to understand how two of the market leaders of the industry, Ferrero Rocher and Cadbury, adapted their branding strategies to navigate these challenges and what impact these strategies had on their sales performance in India during the lockdown. The research question guiding this study is: ‘To what extent do the different branding strategies of Ferrero Rocher and Cadbury influence their sales revenue in India during the lockdown in the confectionery industry?’

Современное состояние рынка хлебобулочных и кондитерских изделий Республики Саха (Якутия)

В ходе исследования определены ключевые игроки хлебобулочных и кондитерских изделий Республики Саха (Якутия), их доли и позиции на рынке; проанализирована динамика производства хлебобулочной и кондитерской продукции в регионе за последние пять лет; изучены факторы, влияющие на развитие рынка. Сделаны выводы о том, что рынок хлебобулочных и кондитерских изделий Республики Саха (Якутия) характеризуется умеренным ростом и высоким уровнем конкуренции. Для дальнейшего развития рынка необходимы модернизация производства, расширение ассортимента и улучшение качества продукции, а также эффективная маркетинговая стратегия. During the study, the key players in bakery and confectionery products of the Republic of Sakha (Yakutia), their shares and positions in the market were identified; analyzed the dynamics of production of bakery and confectionery products in the region over the past five years; factors influencing market development have been studied. Based on the results of the study, it was concluded that the market for bakery and confectionery products in the Republic of Sakha (Yakutia) is characterized by moderate growth and a high level of competition. For further successful development of the market, it is necessary to modernize production, expand the range and improve the quality of products, as well as an effective marketing strategy.

ПЕРСПЕКТИВИ РОЗВИТКУ РИНКУ КОНДИТЕРСЬКИХ ВИРОБІВ В КРАЇНАХ АЗІЇ

The article examines in detail a statistical study of the current state of the confectionery market in the Asia-Pacific region and conducts an in-depth analysis of forecasts for its further development. The key goal of the article is to conduct an analysis and further assessment of the state of the Asia-Pacific confectionery market and its prospects for development. The issue discussed in the article is urgent and extremely relevant, as a large number of Ukrainian manufacturers are currently considering the possibility of expanding or just starting their international activities. For many decades, the Asia-Pacific market has been one of the largest developed markets in the world with steadily increasing demand due to its large population. The unstable economic and political situation in the world has a negative impact on confectionery manufacturers, so the objective is to diversify sales markets in order to ensure the stable functioning of production and sales of company products. The key reasons for the further growth of the market in the forecast period, according to the estimates of scientific experts, are substantiated. Forecasting of further market development is carried out using such a forecasting method as exponential trend smoothing. The use of this forecasting method allows you to predict the future development of events on the selected market as realistically and effectively as possible. In the course of the research, it was established that due to the growth of the middle-class population in the selected region, the market has positive forecasts for further growth, and therefore is a promising direction for the expansion or development of international activities of Ukrainian confectionery manufacturers. The preferences of consumers of the Asia-Pacific market were studied and it was determined which confectionery product is given the greatest preference. An analysis of the target audience of the selected market was carried out and the largest players currently represented on the market were identified. The dynamics of the use of online and offline sales channels of confectionery products were studied. Reasonable conclusions have been drawn regarding further prospects for the development of the confectionery market in Asian countries.

К ВОПРОСУ РЕАЛИЗАЦИИ МАРКЕТИНГОВОЙ ТОВАРНОЙ СТРАТЕГИИ ФИРМЫ

The work examines various aspects of the implementation of a product marketing strategy, which firms consider as a tool for competitive promotion. A clear apparatus is outlined that shows the modern features of the mechanism for implementing the company’s product strategy in the confectionery market. The main elements of competitive rivalry that shape approaches to developing a product strategy for an economic entity in modern conditions are characterized in detail. Measures are proposed that determine the prospects for the development of the mechanism for implementing the product strategy.

A Study on the influence of childhood Nostalgia Marketing and brand Attachment on Brand Loyalty in the Indian confectionery Market

A Study on the influence of childhood Nostalgia Marketing and brand Attachment on Brand Loyalty in the Indian confectionery Market

PROSPECTS OF THE USE OF NON-TRADITIONAL VEGETABLE RAW MATERIALS IN THE PRODUCTION OF CONFECTIONERY PRODUCTS

The article is devoted to the study of the state of the confectionery market in Ukraine and the prospects for the use of non-traditional plant raw materials during their production. Confectionery products occupy a significant share in the total volume of the food industry and are characterized by a wide range. The production volume of flour confectionery products is 58% of the total number of confectionery products, and their daily consumption per capita is up to 500 g. The largest share is produced by three Ukrainian confectionery corporations, which entered the annual world ranking of the top 100 Candy Industry in 2022 – the corporation «Roshen», «Millennium» factory, «Konti» company. Non-traditional plant raw materials are increasingly used to enrich food products with useful properties and flavor them in the form of powders, pastes, infusions, sauces. Every year, the assortment of wild fruits, berries and plants, which were not used in Ukraine before, expands significantly. The Google Trends program was used to analyze the popularity of the keyword «sugar-free sweets», comparing the dynamics of «carob» and «cocoa powder». It was established that over the past 5 years, on average, 45–55% of consumers prefer «sweets without sugar», and over the past year three times more often they show a desire to consume products with «carob» than «cocoa powder» in such regions as Kyiv, Lviv, Vinnytsia, Poltava, Dnipropetrovsk regions. The production technology of carob powder includes the following main stages: collecting carob pods, sorting, washing, drying, crushing, dividing into core (10%) and pulp (90%), roasting the pulp at different temperatures, grinding, sieving , packaging. Depending on the temperature conditions of roasting, carob powder is divided into light, medium, and dark types. The hierarchical structure of quality and safety indicators of carob powder consists of normative (organoleptic, physicochemical, microbiological indicators, toxic elements, radionuclides, mycotoxins, pesticides) and non-normative food indicators (proteins, fats, carbohydrates, minerals, vitamins). The analysis of domestic and foreign literary sources on the use of carob powder for the enrichment of confectionery products was carried out. Carob powder is often used as a substitute for cocoa powder, but it is more versatile than cocoa powder.

The power of archetypes in business-to-consumer relationship based on confectionery market in Poland

The power of archetypes in business-to-consumer relationship based on confectionery market in Poland

Trends in the confectionery market

The confectionery market refers to the market of goods of emotional demand. Its main consumers are women and children. Recently, the conditions of its functioning have become more complicated both from the point of view of its cost component and from the perspective of demand modification in terms of fundamental factors. The article examines the main trends in the confectionery market and assesses its prospects for the future.

Features of chocolate market

Sweet dishes are very nutritious due to the high content of sugar and fat in a number of products. Many sweets are considered healthy, as they contain necessary nutrients for the body. The article considers the features of the chocolate products market as a component of the confectionery market.

Personal and Emotional Values Embedded in Thai-Consumers’ Perceptions: Key Factors for the Sustainability of Traditional Confectionery Businesses

The confectionery market in Thailand is being overpowered by Western confectioneries. This study proposes and verifies a model of the factors that define consumer behaviour towards traditional Thai confectioneries and consumer willingness to support them. In recent years, there has been a boom in posting various aspects of Thai youth culture, including confectionery, on social networking services (SNS), especially Instagram. In major Thai cities, such as Bangkok, stores are being built with ‘Insta-image’ in mind, strengthening the younger generation’s inclination towards Western confectionery. Under these circumstances, the share of traditional confectioneries, which have long been familiar to Thai people, is declining. Based on survey data collected from 400 consumers in Bangkok, we designed a model to analyse the antecedent factors for consumers’ purchase intention and support behaviour for Thai traditional confectioneries, such as the word-of-mouth (WOM) approach and repeated purchase. Structural equation modelling (SEM) was conducted on the dataset to examine the antecedent factors’ impact on purchase intention and supportive actions. The results revealed that four latent factors, as determining antecedents of purchase intentions, had a significant impact on purchase intentions, resulting in loyalty and word-of-mouth behaviour. Among the determining factors, personal feelings and attachment to traditional confectionery were found to have the greatest impact, surpassing subjective norms. To expand the fan base of Thai traditional confectioneries and to support their businesses, appealing to the value of traditional confectioneries, nostalgic value and long-held Thai personal feelings to support traditional confectionery was found to be an effective marketing strategy for corporates. Such efforts are also meaningful in terms of maintaining the diversity of food culture in the face of increasing Westernisation and a decrease in unique food ingredients and food culture. Furthermore, according to this analysis, willingness to purchase is strongly linked to purchasing behaviour, and the cultivation and securing of loyal customers and their WOM recommendations are important for developing a customer base in the market. WOM recommendations by consumers can activate communication among customers and companies in the market, strengthen the community and stimulate the dissemination of information about traditional confectioneries. This study is expected to be a useful and valuable resource for the development of marketing strategies to ensure the sustainability of traditional confectionery in the Thai sweets market.

ՀՐՈՒՇԱԿԵՂԵՆԻ ՇՈՒԿԱՅԻ ԶԱՐԳԱՑՄԱՆ ՄԻՏՈՒՄՆԵՐԸ ԵՎ ՄԱՐՔԵԹԻՆԳԱՅԻՆ ՆՈՐ ՄՈՏԵՑՈՒՄՆԵՐԸ ՀԵՏՀԱՄԱՃԱՐԱԿԱՅԻՆ ԺԱՄԱՆԱԿԱՇՐՋԱՆՈՒՄ/ TRENDS IN THE DEVELOPMENT OF THE CONFECTIONERY MARKET AND NEW MARKETING APPROACHES IN THE POST-EPIDEMIC PERIOD/ ТЕНДЕНЦИИ РАЗВИТИЯ КОНДИТЕРСКОГО РЫНКА И НОВЫЕ МАРКЕТИНГОВЫЕ ПОДХОДЫ В ПОСТЭПИДЕМИЧЕСКИЙ ПЕРИОД

Marketing does not remain aloof from the confectionery industry. The global confectionery market is constantly evolving. The changing preferences of people from year-to-year challenge confectionery companies to create new, original, unusual taste combinations. Confectionery consumption doubled as the culture of chocolate gifting spread. Marketing tools play a pivotal role in devising specific and effective ways to showcase products, aiming to capture the attention of consumers who often make impulse purchases when it comes to confectionery. The confectionery market in Armenia is saturated with both domestic and imported products. Regarding marketing activities in this industry, it should be noted that new marketing trends observed in the global confectionery market have found partial adoption in Armenia. Among companies operating in the confectionery industry, there are also omissions associated with the implementation of marketing activities on social networks. All of the above determines the relevance of the research topic. The purpose of the study is to identify current trends in the development of marketing in the global confectionery market and their manifestations in Armenia, using the example of ‘Grand Candy’ LLC. The article presents current marketing trends, analyzes the dynamics of the development of the global confectionery market by product, age group, price category, distribution channels, regions, and also identifies the features of marketing in modern conditions of the confectionery market development. As a result of a multilateral analysis of the marketing activities of ‘Grand Candy’, one of the leading companies in the confectionery market of the Republic of Armenia, existing problems are revealed, and possible ways to overcome them are proposed.

МАРКЕТИНГОВІ АСПЕКТИ ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ КОНДИТЕРСЬКОЇ ГАЛУЗІ

The article examines the marketing aspects of ensuring the competitiveness of enterprises in the confectionery industry. The purpose of the article is to analyze the factors affecting the level of competitiveness of enterprises in the confectionery industry and to study marketing tools influencing their activity. The topic of the article is relevant, because even in crisis conditions, the confectionery industry continues to maintain the appropriate level of competitiveness. The object of research in the article is the domestic market of the confectionery industry. The domestic confectionery market is so quite competitive. This is an incentive for innovation, quality and variety, which is in demand among consumers. Marketing strategies such as advertising, branding, and celebrity or influencer partnerships are critical to success in the confectionery market, helping to attract consumer attention and increase sales. The competitiveness of the enterprise depends on its internal state and external position. In modern business conditions, the anti-crisis management system should be aimed at regular monitoring of the situation at the enterprise in order to identify and take into account the impact of negative external and internal factors on it, as well as planning, organizing and implementing anti-crisis measures aimed at ensuring the stable functioning of the enterprise and preventing bankruptcy. The influence of external and internal factors on the competitiveness of the enterprise was studied. The confectionery industry is affected by many factors, which can be divided into four groups: political, economic, socio-cultural and technological. An enterprise can achieve competitive advantages through effective management of its resources and processes. Rational use of human resources, financial capital, material and technical base and other assets is important to ensure the efficiency and competitiveness of the enterprise. One approach to achieving competitive advantage is to create a unique product or service that meets specific customer needs better than competitors.

ДОСЛІДЖЕННЯ ФОРМУВАННЯ СПОЖИВЧОГО ПОПИТУ З УРАХУВАННЯМ ТОВАРОЗНАВЧОЇ ОЦІНКИ ЯКОСТІ НА ПРИКЛАДІ ШОКОЛАДНИХ ГЛАЗУРОВАНИХ ЦУКЕРОК З НАЧИНКОЮ

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.

Product development of passion fruit and citrus peel dark chocolate

Fruit wastes, mainly the peels and the seeds are produced as by-products in large quantities due to the high consumption and industrial processing of the edible parts of the fruits. The utilization of fruit wastes such as fruit peels and seeds for food production serves as a means to reduce the environmental impact. This project aimed to develop dark chocolate by using passion fruit with seeds and orange peels as functional ingredients. Dark chocolate is well known for its high antioxidant activity, especially rich in healthpromoting flavonoids. Passion fruit seeds and orange peels are high in dietary fibre content. Thus, the addition of these ingredients could increase the dietary fibre content of dark chocolate. The effects of passion fruits with seeds and orange peels on the nutritive values, antioxidant properties, and sensorial properties of dark chocolate were evaluated. The passion fruit with orange peel dark chocolate contained 51.15% fat, 9.55% moisture, 8.04% protein, 3.56% ash, and 3.06% total dietary fibre. The sample contained significantly higher (p<0.05) dietary fibre (3.06±0.02%) than that of the control (0.93±0.10%). Sensory qualities (colour, surface smoothness, aroma, texture, melting property, and overall acceptance) of dark chocolate were evaluated by 35 panellists using a 9-point hedonic scale. The mean overall acceptance score of the sample was 6.91 out of 9 with an acceptance index of 77%. The DPPH radical scavenging activity of the sample (86.10±0.13%) was significantly higher (p<0.05) than that of the control (61.10±0.13%). In conclusion, the development of passion fruit and citrus peel dark chocolate provides an alternative way to deliver health-promoting antioxidants and dietary fibre to consumers. The product has acceptable sensory quality and has a potential confectionery market.

Strategic aspects of improving business processes of confectionery industry of Ukraine in competition conditions

Introduction. Uncertainty of the current economic and political situation in Ukraine, the consequences of the long-lasting COVID-19 pandemic, military invasion of the country caused changes in market conditions, caused increased competition in all sectors of the economy, which in turn affected business processes and created difficult conditions for their development. The purpose of the paper is to assess the competitive environment of the confectionery industry of Ukraine and study the strategic aspects of business processes of its leaders. Results. The positions of Ukrainian confectionery enterprises in the world and Ukrainian rankings are analyzed, the volumes of their activity are analyzed; the leader of the confectionery industry among the main competitors - the company “Roshen” was selected, the analysis of the microenvironment of the enterprise was carried out, the main competitive advantages and problems of its activity were investigated; the comparison of business processes of the leading company (managerial, main and supporting) with the key factors of success of the enterprise, identified problematic business processes that need to be improved in the strategic perspective. Conclusion. The Ukrainian confectionery market is represented by a large number of entities that meet consumer requirements. ROSHEN has the greatest competitive advantage among foreign companies in the Ukrainian confectionery market, which has a competitive strategy of “Maintaining market share and maintaining a leading position”. Constant changes in the external environment, growing uncertainty and risk in the operation of enterprises force them to look for new tools and methods to improve business processes in the strategic perspective. The article analyzes and highlights the main business processes of the leader of the confectionery industry of Ukraine, which need to be improved in the strategic perspective. Further research will be devoted to the choice of methods and tools for improving business processes.

Phenolic compounds and antioxidant activity of a functional honey-added marshmallow

Objective: To evaluate the effect of adding honey and the gelatin degrees Bloom in the phenolic content and antioxidant capacity of a marshmallow product. Design/methodology/approach: A 32 factorial design was carried out adding 0, 50 and 75% honey concentrations and 265, 300 and 315 degrees Bloom of gelatin. Results: Adding of honey increased the phenolic content and antioxidant activity by 45% compared to samples without honey. Sensory analysis showed no differences in flavor, aroma and mouthfeel between samples with and without honey, however, higher degrees bloom improved the texture and appearance of the marshmallows. Limitations of the study/implications: The sweetness of honey-added marshmallows increased with the honey concentration, being excessive for consumers. Findings/conclusions: Functional honey-added marshmallow is a viable alternative that can be feasibly introduced to the confectionery market.

Russian Market of Confectionery Products (Study of the Feasibility of Introducing Mandatory Control and Accounting Marking of the “Honest Sign” System)

The article presents the results of approbation of the Methodological recommendations of the Ministry of Industry and Trade of Russia on the preparation of proposals for the Government of Russia on the inclusion of certain goods in the list of goods subject to mandatory labeling by means of identifi cation (Order of the Ministry of Industry and Trade of Russia dated February 25th, 2021, No. 626).According to the results of approbation of Guidelines No. 626, the share of illegal trade in chocolate and chocolates in Russia in 2019 (on the eve of the COVID-19 pandemic) was estimated at 2% of the volume of the corresponding market; sugar confectionery products — in 6% (3.6% on average for the indicated groups of confectionery products).Based on a preliminary assessment of the state of the Russian confectionery market in 2021, this assessment should be maintained. This conclusion generally agrees with the results of studies on the quality of certain types of confectionery products commissioned by ANO “Roskachestvo “ in 2017—2020, as well as global studies on counterfeit trade initiated by the OECD and the European Union Intellectual Property Offi ce in 2017— 2019 and posted on the OECD website on June 22, 2021.The fi ndings of the study diff er signifi cantly from estimates of the level of fakes among individual subgroups of confectionery products that are currently common on the Internet. The article provides predictive estimates of the cost of codes for the purposes of introducing labeling of confectionery products and a likely increase in the amount of additional tax revenues as a result of the introduction of control and accounting marking of the national digital marking system of the “Honest Sign” system.The shortcomings of Methodological recommendations № 626 were identifi ed and considered, proposals for their elimination were formulated.

Study of Risks in Confectionary Industry of Ukraine

Enforced transformational processes caused by crisis situations, such as battle against consequences of the spread of COVID-19 pandemic and the formation of a socio-economic and security mechanism for counter fighting Russian war in Ukraine, are significantly reflected in the specifics of Ukraine’s confectionery market operations today. It is determined that danger, instability, uncertainty, complexity and ambiguity accompany the development of various socio-economic systems, including confectionery market. The purpose of the article is to reveal the potential of the Ukrainian confectionery market in view of the intensification of competition in crisis situations, to identify the dominant influencing factors in the developmental environment of confectionery enterprises in order to design alternative competitive strategies to support their sales. The main goal is to present the results of the analysis of determinants of confectionery market development in Ukraine in the period of the spread of crisis situations in terms of identifying risks in the sector. Research methods are the method of economic analysis and comparison for researching the specifics of the confectionery market; abstract-logical method for theoretical generalisation and conclusions; calculation of confectionery market capacity and market shares of Ukrainian confectionery enterprises; index method for assessing the concentration levels in the confectionery market. Conclusions and added value of work: the specifics of Ukrainian confectionery market development are revealed. Analysis of the dynamics of the confectionery production volume in Ukraine has been carried out; the number of business entities in the segments characterised by types of economic activity and in terms of large, medium, small and micro enterprises has been identified. Analysis of export-import operations volumes has been carried out based on the commodity structure of foreign trade in confectionery products. The list of risks of the developmental environment of confectionery enterprises and intra-industry risks has been identified using the probabilistic method of risk assessment; analysis of factors affecting the dynamics of confectionery market development has been established in accordance with M. Porter's method of five forces of competition, an assessment of market concentration has been carried out using the index method (in particular, the Herfindahl-Hirschman index and the Lind index). According to the results of the evaluation of concentration levels of confectionery market in Ukraine and the factors affecting the conjuncture of this market, it has been identified that three enterprises are involved in the core of the confectionery market, namely SE "KK ROSHEN", PrJSC "HBF" and PrJSC "AVK". Forms of their interaction are secret conspiracies, the policy of dictating prices in order to maintain the market power of influence on industry counterparties and other stakeholders of the confectionery market, and other forms of interaction characteristic of an oligopolistic market structure.