INTEGRATION OF SUPPLY CHAINS IN THE FMCG MARKET

Abstract

The article argues that the integration of supply chains in the household chemicals market plays a crucial role in improving efficiency, transparency, and resilience within the FMCG sector. It is demonstrated that leading Ukrainian retail networks such as Watsons and EVA have developed complex supply chain models that combine centralized inventory management, digital analytics, and omnichannel distribution strategies. The integration of ERP, WMS, and CRM systems, along with automation of demand forecasting and warehouse operations, contributes to reducing costs and delivery times while enhancing responsiveness to consumer needs. Particular attention is paid to digital collaboration platforms that connect producers, distributors, and retailers into unified data-driven ecosystems. The experience of multinational FMCG corporations such as Unilever and Procter & Gamble is analyzed to illustrate the benefits of vertical and horizontal integration in ensuring continuous product flow and stable market presence. The study highlights that Ukrainian retailers increasingly apply sustainability-oriented approaches, including green logistics and circular packaging initiatives. It is concluded that integrated supply chain management transforms traditional FMCG logistics into adaptive systems capable of operating effectively under uncertainty and crisis conditions. These practices create the foundation for long-term competitiveness and customer trust in the household chemicals market of Ukraine. The study confirms that a high level of supply chain integration is a strategic resource for retail networks in the household chemicals sector, ensuring: prompt and accurate product delivery, optimization of inventory and logistics costs, improvement of customer service quality, resilience to external risks - including those of a military nature - and a foundation for further digitalization and innovation in the sector. Thus, supply chain integration in the FMCG market serves as a key factor of competitiveness, crisis resilience, and long-term development of retail networks, providing efficient inventory management, a high level of customer service, and the ability to quickly respond to changing market conditions.