Current state of the confectionery market of Ukraine: analysis of the development and prospects for introducing a new product

Abstract

Today the Ukrainian confectionery market has some differences from the foreign one. The problem is that domestic companies cannot provide such a wide range of sweets. The development of the confectionery industry is quite attractive, which allows manufacturers to intrude and implement a variety of new products. Tendencies in the confectionery market of Ukraine and current trends in the world market show the possibility and feasibility for the company to introduce a new product in this market, which will be in demand. The unfavorable situation in 2014 led to a significant reduction in market position for most manufacturers. It was identified that AVK has lost its leading position in the chocolate products market. Therefore, today the task of restoring leadership through various marketing and production activities, diversification of the range is relevant. For the confectionery company, it is proposed to return the lost leadership by introducing a new product - chocolate with KRESKO particles. Chocolate is the second most popular confectionery. The assessment of feasibility introducing the novelty showed that such a product will be in demand both among fans of the company's products and other consumers. A registered trademark will help protect the new product from unfair competition and counterfeiting.