Marketing research of the world market situation milk and dairy products

Relevance of the research topic. Relevance of the research topic. The development of the dairy
industry is under the influence of global economic, technological, political, value trends, which, in turn,
shape the image of the future of the industry. The driver of the production of milk and dairy products
in the world was the increase in demand for them in developing countries due to the increase in the
population and the increase in the level of socio–economic development.
At the same time, milk production in European countries is restrained by the low rate of growth of
its consumption and the reorientation of demand to low–calorie products, as well as to its vegetable
analogues. In the United States of America and the European Union, the increase in production is
due to the increase in the productivity of cows, which turns into intensive production, and in India and
China – mainly due to the increase in livestock (extensive production). EAEU countries have significant
export potential for milk and dairy products, because their domestic markets are close to saturation.
A distinctive feature is that the majority of the exports of these countries go to the post–Soviet
space. Trade wars between the US and China open up new opportunities for Ukraine, Belarus, and
Kazakhstan to export dairy products to China and other Southeast Asian countries if their own market
is saturated. For this, countries need to increase the productivity of livestock and the profitability of
production based on the best practices of foreign experience.
The article is devoted to the analysis of the world market of milk and dairy products, the identification
of key trends and features of the development of this industry in different countries.
The purpose of the study is the conjunctural analysis of the world market of milk and dairy products,
the development of trends and strategic directions for the development of the Ukrainian dairy business.
Research methods. The article uses the dialectical method of scientific knowledge, the method
of analysis and synthesis, comparison, the method of summarizing data, the research is based on a
systematic approach to the considered problems, the study of their relationship and development.
According to the results of the research, the markets of milk and dairy products in different countries are
very diverse and differ in intensive or extensive production methods, technologies and consumer preferences.
In Ukraine, there is a problem of low productivity of cows in most farms (with the exception of agricultural
holdings), as well as an imbalance of purchase and market prices. At the same time, the domestic demand
for milk and dairy products is not satisfied, part of the products are imported. The analysis of the experience
of the development of dairy production in the leading countries of the world allowed us to identify the features
that have the greatest impact on increasing the productivity of the industry and its profitability.
Field of application of results. The research results can be a basis for further scientific and
theoretical developments and used in the practice of modern enterprises related to the production
and processing of dairy products
Conclusions. The business environment is an essential part of the formation and development of the world
commodity market. The study of short–term fluctuations and changes in commodity markets at the macro–
and micro–level, necessary to take into account the economic activity of enterprises, industries and the entire
national economy. Understanding the market situation is used to manage the strategy, the choice of the form
and methods of competitive struggle in ensuring the external efficiency of trade and economic activity.
Markets of milk and dairy products in different countries are very diverse and differ in the method of
production (intensive or extensive), technologies and consumer preferences. The national milk market
has the problem of low productivity of cows in most farms (with the exception of agricultural holdings),
as well as an imbalance of purchase and market prices. At the same time, domestic demand for milk
and dairy products is not satisfied, part of the products are imported.