ECONOMIC POTENTIAL OF UKRAINIAN CONFECTIONERY EXPORTS TO THE US MARKET

This article is devoted to the study of the economic potential of Ukrainian confectionery exports to the US market. In the context of globalization and the growing demand for quality food, an assessment of the prospects for Ukrainian producers to enter the US market is of particular relevance. The article provides a comprehensive analysis of the current state of the Ukrainian confectionery industry, examining the dynamics and structure of exports in recent years. Particular attention is paid to changes in the geography of exports after the loss of the Russian market and reorientation to new markets. The analysis of statistical data demonstrates a steady growth of confectionery exports, in particular to the EU countries, which indicates the competitiveness of Ukrainian products at the international level. The article analyzes in detail the peculiarities of the American confectionery market, including the main trends, consumer preferences and competitive environment. The author highlights the key factors affecting the potential of Ukrainian exports, such as the growing demand for premium and organic products, increased attention to healthy eating and environmental friendliness of production. To assess the prospects of Ukrainian producers in the U.S. market, a SWOT analysis was conducted to identify the strengths and weaknesses of the Ukrainian confectionery industry, as well as opportunities and threats in the U.S. market. The results of the analysis emphasize the need to adapt business models and marketing strategies to the specifics of the US market. An important part of the study is the development of forecast scenarios for the development of Ukrainian confectionery exports to the US market over the next five years. Three scenarios — optimistic, realistic and pessimistic — are presented, taking into account various factors of influence, such as the success of entering premium segments, distribution efficiency, investments in marketing and foreign trade relations. The conclusions emphasize the significant economic potential of Ukrainian confectionery products in the US market, while noting the need to overcome a number of challenges, including high competition and adaptation of products to local taste preferences. The article emphasizes the importance of active cooperation with international partners and the development of innovative approaches to production to strengthen the position of Ukrainian producers in the global market. The study is based on a wide range of sources, including statistical data from the State Statistics Service of Ukraine, international industry reports, academic publications, and analytical materials from industry associations. This ensures a comprehensive approach to assessing the economic potential and allows us to form an objective vision of the prospects for Ukrainian confectionery exports to the US market. The article is of practical importance for Ukrainian confectionery producers considering entering the U.S. market, as well as for government agencies responsible for the development of foreign economic activity. In addition, the study may be useful for researchers and students of economic specialties who deal with international trade and export potential of Ukraine.