ANALYSIS OF UKRAINIAN MARKET OF PREPARED FLOUR MIXES

Abstract

Purpose – to analyze the situation on the domestic market of prepared flour mixes for pancakes and fritters baking.

Methodology. During the studies quantitative and qualitative methods of marketing research were used. Quantitative method of “cabinet research” was implemented using information of available sources – materials provided by State Statistics Service, State Fiscal Service, materials published by producers of prepared flour mixes for baking, printed and electronic media and materials from eCommerce websites. Qualitative method of “observation” was carried out by direct observation of actual assortment of prepared flour mixes for backing in grocery stores.

Findings. As a result of analyzing the situation on the domestic market of prepared flour

mixes it was found the decreasing of Ukraine’s international trade with usual partner countries over last two years: in monetary terms export volume of food concentrates decreased by almost 2,5 times, import values – practically in 2 times. Fullness of market of flour mixes for pancakes and fritters is determined mainly in domestic consumption needs. Assortment of mixes is represented both by domestic production (about 85%) and foreign (15%) production. Those are traditional flour mixes and functional mixes – low-calorie, protein, gluten-free, with improvers, enzymes, vitamins, etc. The proportion of functional flour mixes in general assortment is insufficient.

Originality. Analysis of the market of flour mixes for pancakes and fritters was not performed, because this group of mixes is the only segment in a wide range of different flour mixes with different functions.

The practical value. As a result of study the practically meaningful conclusion is obtained: prospects of market development are foremost connected with expansion of assortment of products with different functionality and compound. Study materials can be used in learning process as well as in the preparation of educational and methodological papers.