THE IMPACT OF GLOBAL MARKET TRENDS ON THE FUNCTIONING OF THE APPLE MARKET IN UKRAINE

Abstract

The article evaluates the impact of global trends on the apple market in Ukraine, which has become particularly relevant in the context of current economic, geopolitical, and environmental transformations. In recent years, the Ukrainian horticultural sector has operated under conditions of heightened uncertainty, shaped by fluctuations in global commodity prices, changes in trade routes, and shifts in consumer preferences. Key factors affecting the development of the sector are identified, including the growing demand for organic products, intensifying international competition, climate change, digitalization of agricultural processes, storage and logistics challenges, as well as global economic volatility. Together, these factors form a complex external environment that requires producers to adapt their strategies and strengthen resilience. The study examines the limited presence of Ukrainian producers in the organic apple market, driven by high certification requirements, significant production costs, and a lengthy transition period for orchards. Despite favorable soil and climatic conditions for horticulture, only a relatively small share of farms has completed international organic certification, which restricts access to premium segments of the EU and Middle Eastern markets. Emphasis is placed on the need for long-term investment in organic orchards, modern irrigation systems, and compliance with international standards such as GlobalG.A.P. and organic certification schemes. Entering high-value export markets also requires branding, quality assurance systems, and marketing strategies aligned with global sustainability trends. The research further analyses the challenges faced by Ukrainian apple producers amid increasing international competition from countries such as Poland, Italy, and China, which supply large volumes of high-quality apples at competitive prices. These countries benefit from advanced production technologies, well-developed storage infrastructure, strong state support mechanisms, and established export channels. As a result, Ukrainian producers are often forced to compete primarily on price rather than quality differentiation. Key structural constraints include the impacts of climate change on yield stability and fruit quality, particularly increased frequency of droughts, spring frosts, and extreme weather events.