THE STATE OF THE GLOBAL FRUIT AND BERRY MARKET IN MODERN CONDITIONS

Abstract

The global market for fruits and berries plays a decisive role in addressing the problem of global food security, providing diverse and nutritious products for the growing population. It is the main source of income for farmers and supports the rural economy worldwide. The market contributes to international trade, promoting economic cooperation and encouraging agricultural innovations. As consumer preferences shift towards healthier and more sustainable food choices, the global fruit and berry market becomes a tool for shaping dietary patterns and promoting environmental protection. The purpose of this article is to explore the current state and development prospects of the global fruit and berry market, with particular emphasis on Ukraine's role as a participant in this market. The research methodology used in this article is primarily based on a comprehensive review of data sources using a desk research approach to analyze market trends, production volumes, and trade dynamics in the fruits and berries market. Data on global and regional market segmentation, production statistics, export-import flows, and forecasts were obtained from authoritative industry reports and databases, including Fresh Fruits Market Analysis, Statistics, and Future Forecast, Packaged Fresh Fruits Market, The Berries Market, Most Produced Fruits in the World 2025 (FAOSTAT). The article presents a marketing study of the Ukrainian and global markets for fruits and berries, with an emphasis on their current state, dynamics, and development prospects. The segmentation of the global market by products, distribution channels, packaging types, and regions is examined. Regional dynamics and volumes of production and sales of fresh, packaged fruits and berries, as well as berries separately, were evaluated, with growth forecasts until 2033. The structure of fruit production worldwide, where China, India, Nigeria, and other countries lead, and export-import flows, with the dominance of Asian countries, were analyzed. Special attention is paid to Ukrainian production and the country's role in the global market. The prospects for the development of Ukrainian exports are noted, including interaction with European markets, diversification of the assortment, and adaptation to global trends.