Аналіз тенденцій регіонального ринку хліба в період збурень (на прикладі м. Києва та Київської області)

• Дата: 2024
• Автори: Шандрівська, Олена, Кузбит, Ірина
• Формат: Стаття
• Мова: Ukrainian
• Опубліковано: Odesa National University of Technology 2024
• Онлайн доступ: //journals.ontu.edu.ua/index.php/fie/article/view/2935
• Назва журналу: Food Industry Economics

This study aims to present research results on the competition on the bread market of Kyiv and its region to identify strategic development directions, considering changes in consumer needs during economic and geopolitical turbulence. The research methods included: socio-economic analysis to assess the impact of turbulence on the bread market in Kyiv and its region; statistical analysis to quantify and compare market parameters with those in Ukraine; index method to evaluate market concentration; SLEPT analysis to examine external factors affecting the market during turbulence; and other methods.The pandemic transformed the bread market due to rising prices, increased demand, and disrupted logistics. During the war, infrastructure destruction, grain theft, and consumer migration led to a decline in bakery production, changes in value chains focusing on security, and rising selling prices. The issues like delayed payments and a shift to online sales have emerged. Regionalization of bread markets increased, with producers concentrated in 1-2 regions, defining local supply and prices. The market shifted from weakly to highly concentrated in 2022, becoming moderately concentrated in 2023. Core players, such as Kyiv BCC LLC and Kyiv Regional Bakery Complex LLC, showed resilience, while income differentiation remained average. A trend towards organic products, driven by safety concerns, has also been noted. The results of this study are relevant to participants of regional bread markets who aim to implement marketing strategies during periods of turbulence.The findings assess the economic situation on the bread market of Kyiv and its region, highlighting potential strategic development directions for producers during wartime based on marketing and logistics principles.