TRANSFORMATION OF THE GLOBAL HEALTHY FOOD DELIVERY MARKET

Abstract

The article analyzes the transformation of the global market for healthy food delivery services in the context of the digitalization of the economy, changing consumer priorities, and the strengthening of global socio-environmental trends. It is argued that the development of this segment is driven by a combination of demographic, behavioral, technological, and economic factors that are shaping a new consumption model focused on long-term health preservation, convenience, and personalized diets. The article reveals the peculiarities of changes in consumer motivation, for whom the value of a product is determined not only by its organoleptic characteristics, but also by its expected positive effect on well-being and appearance. It shows that despite the availability of extensive information on the principles of rational nutrition, the prevalence of diseases associated with an irrational diet remains high, which leads to an increase in demand for structured solutions in the form of ready-made balanced meal plans with delivery. The role of catering establishments in changing the composition of products, introducing innovative ingredients, and digital tools for communication with consumers has been determined. The article analyzes the dynamics of global market revenues, which show significant growth in the medium and long term, as well as structural shifts by region, product type, and delivery model. It has been established that, alongside the dominance of North America, there is a strengthening role of the Asia-Pacific region, reflecting the processes of urbanization and increased purchasing power of the population. In terms of product types, there has been an increase in the share of ready-to-eat foods, which is associated with the increasing pace of life and the desire to minimize the time spent on cooking. In terms of delivery models, there has been a gradual expansion of subscription and hybrid formats, which provide stability of income for companies and flexibility for consumers. Special attention is paid to the impact of innovative technologies, including personalized digital platforms, big data analytics, and functional food ingredients, which expand the possibilities for integrating delivery services into the public health prevention and support system. The generalization of the results allowed us to justify the conclusion about the formation of a new market development paradigm that combines economic efficiency, social responsibility, and technological modernization.