THE CURRENT STATE OF THE ICE CREAM MARKET IN UKRAINE: CHALLENGES AND DEVELOPMENT PROSPECTS

Abstract

The article analyzes the current state of the ice cream market in Ukraine under conditions of economic instability caused by the ongoing war. It highlights key trends in the development of the industry, focusing particularly on the dynamics of ice cream production and consumption in recent years. The study takes into account both external and internal factors that have influenced the market, including the decline in demand and production due to the military conflict, while noting the industry’s substantial potential for growth in international markets.

The article provides a detailed examination of the role of large manufacturers and small enterprises in the market. It explores their respective abilities to adapt to new market conditions through innovative approaches, such as optimizing production processes and diversifying product offerings. The study also looks at how these businesses have managed to maintain operations amidst economic challenges, focusing on their strategies for resilience and innovation.

Additionally, the analysis considers the prospects for expanding Ukraine's ice cream exports to major international markets, particularly in Europe, Asia, and the Americas. The potential for Ukrainian ice cream producers to strengthen their competitive positions in the global market is also evaluated, with emphasis on the industry's response to shifting consumer preferences and logistical challenges posed by the war.

Moreover, the article assesses the longer-term prospects for the post-war recovery of the industry. It suggests that there are significant opportunities for growth in the export sector, as well as for the overall strengthening of Ukraine’s position as a competitive player in the global ice cream market. The article concludes by offering insights into the strategies that can support the industry’s sustainable development in both the short and long term, despite the adverse conditions brought about by the war.