NEW TRENDS AND CHALLENGES OF DOMESTIC FOOD RETAIL
Abstract
The purpose of the article is to analyze new trends and challenges facing domestic food retail in the aspect of European integration processes. The methodological basis of the study is a systematic approach to the analysis of new trends and challenges that have a direct impact on the development of the food market. The following research methods were used when writing the article: monographic, scientific abstraction, abstract-logical, system-structural analysis, and empirical. In Ukraine, the development of the food market is of great importance from an economic point of view. Therefore, the article examines the actual issues of the functioning of retail in the aspect of ensuring food security of Ukraine in the conditions of martial law and finding ways of its further development in the post-war period. The current state and trends, challenges and transformations in Ukrainian retail since the beginning of the full-scale war are analyzed. It was found that the main priority of the retail network is food security of the country. It has been proven that in order for trade networks to be successful, they must take into account current trends and adapt to new market realities. The article considers the most important of them, which have a significant impact on trade networks. Ways of development of Ukrainian retail in the post-war period are proposed, including: digitalization of the main trade and technological processes; construction and improvement of logistics; optimal combination of offline and online formats; development of own brand; forming a client base based on consumer behavior research. The content of each of the proposed directions is given. Modern trends in the development of network retail are proposed and substantiated, taking into account the peculiarities of its operation in the conditions of global crises and war. The practical significance of the obtained results lies in the possibility of their practical application in order to develop recommendations for the introduction of new trends in the development of the food market in Ukraine in the conditions of martial law and post-war recovery.
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