INNOVATION MARKETING IN THE SCOPE OF THE MODERN COFFEE MARKET

Abstract

The article is devoted to the exploration and conceptual clarification of innovation, innovation marketing, and the ways in which these concepts are applied in the context of the contemporary Ukrainian market for coffee and coffee-based products, which is currently undergoing dynamic development. As we know, today, coffee market is beyond unstable mostly due to dynamic price changes, that can volatile from minus 20 per cent per month to plus thirty per cent per month. In general, this paper considers a wide range of factors that may have both direct and indirect impacts on the growth and structural transformation of the coffee sector in Ukraine. Special attention is paid to analyzing the dynamics and major trends shaping the development of the coffee market, particularly the volumes of coffee consumption throughout the period from 2014 to 2024, as well as the latest consumer behavior trends that are reflected in evolving methods of coffee consumption. Furthermore, the article examines the conceptual foundations and definitional features of innovation, incorporating interpretations and theoretical approaches proposed by leading international and Ukrainian scholars. A particular focus is given to the concept of innovation marketing, including its distinctive characteristics and shared elements in comparison with the broader notion of innovation. The study also isolates and proposes a set of marketing tools that are currently utilized or may be effectively implemented in the future to support the promotion of coffee and coffee beverages in the Ukrainian market. These instruments are considered in terms of their strategic alignment with consumer preferences, the cultural evolution of coffee consumption, and the integration of digital technologies and sustainable practices. Ultimately, the article aims to contribute to a more systematic understanding of how innovation and marketing innovations intersect within the fast-evolving landscape of Ukraine’s coffee industry, providing insights for practitioners, scholars, and entrepreneurs interested in enhancing competitiveness and value creation in this sector.