RESEARCH OF CURRENT GLOBAL TRENDS IN THE BABY FOOD MARKET AND FACTORS AFFECTING THE STATE AND DEVELOPMENT OF THE BABY FOOD MARKET IN UKRAINE

Abstract

The article analyzes the baby food market in Ukraine and the world, identifies the main trends in its current development and challenges. Statistical data from Statista Consumer Market Outlook indicate the growth of the global baby food market, which in 2024 amounted to about USD 75.59 billion (average growth rate during 2018–2029 – 5.57 %). Positive and negative trends affecting the development of the domestic baby food market are identified. The main positive factors influencing the development of the baby food market are considered, among which the following should be highlighted: growing demand among consumers (especially among parents) for healthy, so-called “healthy” products; introduction of the concept of “smart” agriculture, which uses advanced technologies: the Internet of Things, computer vision, artificial intelligence, etc. Unfortunately, there is a downward trend in consumer demand for baby food in the domestic market in Ukraine. Attention is focused on the negative factors affecting the industry, namely: the demographic crisis of the Ukrainian population (in 2023, there were three deaths for every newborn Ukrainian); due to the war, Ukraine lost 19.3 % of its sown areas; in 2024, the price of electricity for entrepreneurs increased from 5 600 UAH/MWh to 6 900 UAH/MWh, which led to a rise in the price of baby food; a drop in the purchasing power of the population (GDP decline in 2022 – 18.9 %). For more than two years, the Ministry of Health of Ukraine has been receiving humanitarian aid for baby food from governments and ministries of different countries and international organizations (UNICEF, Medical Life Lines Ukraine, Great Britain, the State Agency for Strategic Reserves of Poland). It is noted that an effective state policy in the field of baby food will lead to the provision of healthy and balanced nutrition for children, as well as provide an opportunity to promote the development of domestic enterprises in the analyzed industry, which is extremely important in the war and post-war period.