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The analytical approach to the study of the sales activity of an enterprise in the confectionery market depends both on the socio-economic factors of the development of the regions themselves and on the degree of development of interregional ties. Within the framework of analytical procedures, it is possible to predict the economic parameters of the economic development of an enterprise, as well as the competitive specifics of territory coverage by channels and types of outlets that sell confectionery. An enterprise engaged in the sale of confectionery products constantly analyzes the current financial, economic and organizational state, depending on the forms and methods of product sales.The article discusses analytical approaches for analyzing: the evolution of the confectionery market and the infrastructure of the territory, the procurement volume (IN), the volume of shipments (OUT), inventories, sales dynamics by distribution channels and product categories, numerical distribution (%).For a comparative analysis, the trends of key indicators of the enterprise's development in the Central Black Earth Region are used, which allows determining the trend of sales change for the analyzed period, budget indicators of the "Tambov" direct sales branch, sales growth drivers in order to make adaptive organizational, economic and managerial decisions.The goal is to analyze the specifics of the confectionery market development, as well as the functioning problems of distribution channels and the sales of confectionery products of regional confectionery enterprises.Method or working methodology. The methodological basis was an integrated approach for the development of theoretical recommendations and practical measures to improve the tools for managing the development of the marketing system and the sale of confectionery products at the regional level.The methodology of the study included: personal and telephone surveys of experts in the confectionery market; author's monitoring of the wholesale and retail market conducted by the researcher; analysis of information materials provided by manufacturers of confectionery products, retail operators of the food market; analysis of statistical information, including Rosstat, Tambovstat, unions and industry associations of confectionery manufacturers (in particular , LLC "United Confectioners").Methods of descriptive statistics allowed to form quantitative and financial data on the stated problems and present them in tables and diagrams.The results. The study obtained the most informative quantitative and financial parameters showing the directions of organizational, structural and functional improvements in the management of regional confectionery enterprises, which will allow timely and adaptive modernization of the regional food market, distribution channels and sales of confectionery products.Scope of Results. It is advisable that the obtained results should be applied by business entities when forming the current marketing policies of organizations and enterprises of the confectionery market, regional and municipal authorities in developing regional development programs and improving the functioning of organizational structures in the system of regional and municipal management of food production and sales.Some of the conclusions and provisions of the article are applicable when forming the paragraphs of articles of the regional and federal legislative sphere laws. ; Аналитический подход к исследованию сбытовой деятельности предприятия на рынке кондитерских изделий зависит как от социально-экономических факторов развития самих регионов, так и степени развития межрегиональных связей. В рамках аналитических процедур можно спрогнозировать экономические параметры хозяйственного развития предприятия, а также конкурентную специфику покрытия территории по каналам и типам торговых точек, реализующих кондитерские изделия. Предприятие, занимающееся сбытом и реализацией кондитерских изделий, постоянно анализирует текущее финансово-экономическое и организационное состояние в зависимости от форм и методов реализации продукции. В статье рассматриваются аналитические подходы проведения анализа: эволюции рынка производства кондитерских изделий и инфраструктуры территории, объём закупок (IN), объём отгрузок (OUT), товарные запасы, динамика продаж по каналам сбыта и категориям продукции, численная дистрибуция (%). Для сравнительного анализа применяются тренды ключевых показателей развития предприятия на территории Центрально-Черноземного региона (ЦЧР), что позволяет определить тенденцию изменения продаж за анализируемый период, бюджетные показатели филиала прямых продаж «Тамбов», драйверы роста продаж в целях принятия адаптивных организационно-экономических и управленческих решений.Цель – анализ специфики развития рынка кондитерских изделий, а также проблем функционирования каналов сбыта и реализации кондитерской продукции региональных кондитерских предприятий.Метод или методология проведения работы. Методологической базой послужил комплексный подход для разработки теоретических рекомендаций и практических мероприятий по совершенствованию инструментария управления развитием системы сбыта и реализации кондитерских изделий на региональном уровне. Методика проведения исследования предусматривала: личные и телефонные опросы экспертов рынка кондитерских изделий; авторский мониторинг оптового и розничного рынка проводимые исследователем; анализ информационных материалов, предоставленных производителями кондитерской продукции, розничными операторами рынка пищевой продукции; анализ статистической информации, включая Росстат, Тамбовстат, союзы и отраслевые ассоциации производителей кондитерской продукции (в частности, холдинга ООО Объединенные кондитеры). Методы описательной статистики позволили сформировать количественные и финансовые данные по заявленным проблемам и представить их в таблицах, диаграммах.Результаты. В рамках исследования получены наиболее информативные количественные и финансовые параметры, показывающие направления организационно-структурных и функциональных совершенствований в управлении региональными кондитерскими предприятиями, которые позволят своевременно и адаптивно проводить модернизацию регионального продовольственного рынка, каналов сбыта и реализацию кондитерской продукции.Область применения результатов: полученные результаты целесообразно применять хозяйствующими субъектами при формировании текущей маркетинговой политики организаций и предприятий рынка кондитерских изделий, региональными и муниципальными органами власти при составлении программ регионального развития и совершенствования функционирования организационных структур в системе регионального и муниципального управления производством и реализацией пищевой продукции. Некоторые выводы и положения статьи применимы при формировании пунктов статей законов региональной и федеральной законодательной сферы.

The confectionery industry in the world belongs to dynamically developing sectors of the economy and fast-growing segments of the consumer market, due to the accelerated transformation of demand under influence of healthy nutrition and safety trends, as well as ability of the industry to adapt and develop considering consumer preferences through innovations and development of sustainable competitive strategies. New products with original consumer properties of functional purpose with a low sugar content and healthy fats are constantly appearing in the confectionery market. In this regard, assessment of products competitiveness should take into account the new qualities and availability to the consumer, which will allow commodity producers to form an efficient competitive strategy based on the analysis, plan innovative initiatives, and achieve success in promoting in the domestic and foreign markets. The paper presents the results of studying the trends in the world confectionery market, as well as marketing analysis of quality price parameters of products of domestic and foreign producers in the domestic market. An efficient methodology for assessing competitiveness of functional purpose confectionery products in terms of chocolate has been substantiated, and its testing results made it possible to identify the competitive advantages of domestic products in the field of organoleptic properties, nutritional value, functional efficiency and information content of packaging for the consumer. Use of the development in practice will make it possible to successfully position Belarusian chocolate as an original product of high quality, increase the added value of products for export, as well as form a stable consumer demand for healthy foods in the domestic market. Acknowledgments. The research was carried out as part of the Branch Scientific and Technical Program "Child Nutrition. Quality and safety" for 2016-2020, as well as the state program of scientific research "Quality and Efficiency of Agroindustrial Production" for 2016-2020, subprogram 1 "AIC Economy".

AbstractThis article conducts a comprehensive financial analysis of the competitiveness of confectionery producers in Ukraine within the global confectionery market context. It aims to assess the challenges faced by Ukrainian producers and propose practical strategies to enhance their competitiveness. The research employs various methods, including the construction of a competitive market map and the application of the theory of effective competition. Competitiveness coefficients are calculated to evaluate the performance of key players. A SWOT analysis is conducted to identify strengths and weaknesses, and potential measures for increasing competitiveness are proposed. The global confectionery market has reached $298 billion in 2021, but Ukrainian producers have encountered obstacles, such as the COVID‐19 pandemic, rising production costs and geopolitical conflicts, leading to closures and reduced exports. Roshen emerges as the leader with a 24.7% market share in 2022, although all major companies experienced negative growth rates due to the war. Competitiveness coefficients also position Roshen at the forefront, whilst several other plants demonstrate significant potential. The article's practical significance stems from its data‐driven analysis of competitiveness, providing valuable insights and strategies for managers to improve the production and export capabilities of Ukrainian confectionery producers in the face of global market challenges. Future research could explore sustainable competitive advantages and cost reduction strategies.

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin

Discretionary food package sizes are an important environmental cue that can affect the amount of food consumed. The aim of this study was to determine sales trends and reported food industry perspectives for changing food package sizes of carbonates and confectionery between 2005 and 2019. Changes in package sizes of carbonates and confectionery were investigated in Australia, the USA, Canada, and the UK. Sales data (units per capita and compound annual growth rate between 2005 and 2019) were extracted from the Euromonitor database. Qualitative data (market research reports) on industry perspectives on package size changes were extracted from industry and marketing databases. Carbonate sales data showed increased growth of smaller package sizes (100 g), including share packages, was observed in Australia. Qualitative data (n = 92 articles) revealed key reasons identified by industry for changes in package size related to consumer health awareness, portion size control, convenience, market growth, and government or industry initiatives. Monitoring of discretionary food package sizes provides additional insights into consumers' food environment.

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin

Целью данной статьи является анализ специфики развития регионального рынка кондитерских изделий, а также проблем функционирования каналов сбыта и реализации кондитерской продукции региональных кондитерских предприятий. Методологическую основу исследования составил комплексный подход к разработке теоретических и практических маркетинговых мероприятий и рекомендаций по совершенствованию инструментария управления и развитием системы сбыта и реализации кондитерских изделий на региональном и муниципальном уровне. Методика проведения исследования в работе предусматривала: личные и телефонные опросы экспертов рынка кондитерских изделий; авторский мониторинг оптового и розничного рынка проводимые исследователем; анализ информационных материалов, предоставленных производителями кондитерской продукции, розничными операторами рынка пищевой продукции; анализ статистической информации, включая Росстат, Тамбовстат, союзы и отраслевые ассоциации производителей кондитерской продукции (в частности, холдинга ООО Объединенные кондитеры). Методы описательной статистики позволили сформировать количественные данные по заявленным проблемам и представить их в таблицах, диаграммах. Проведенный мониторинг регионального рынка кондитерских изделий позволил сформировать статистические данные по различным количественным и финансовым параметрам и представить их в таблицах в данном исследовании. В качестве выводов автор предлагает, цели и задачи, а также маркетинговые мероприятия по совершенствованию развития филиала прямых продаж ФПП Тамбов, которые позволят своевременно и адаптивно проводить модернизацию каналов сбыта и реализации кондитерской продукции. Проведенный мониторинг, анализ и выводы могут быть использованы региональными и муниципальными органами власти при составлении программ регионального развития и совершенствования функционирования организационных структур в системе регионального и муниципального управления производством и реализацией пищевой продукции. Отдельные положения статьи и некоторые выводы применимы при формировании текущей маркетинговой политики организаций и предприятий рынка кондитерских изделий. ; The purpose of this article is to analyze the specifics of the development of the regional market of confectionery products, as well as the problems of functioning marketing channels and implement confectionery products of regional companies. The methodological basis of the study was an integrated approach to the development of theoretical and practical marketing activities and recommendations to improve the management tools and the development of distribution systems and the implementation of confectionery products at regional and municipal level. The methodology of the research included: personal and telephone interviews with the confectionery market experts; author's monitoring a wholesale and retail market conducted by researcher; analysis of the information materials provided by confectionery manufacturers, retail food market operators; analysis statistical information including the Federal State Statistics Service, Tambovstat, unions and industry associations confectionery manufactures(in particular the holding OOO United Confectioners). Methods of descriptive statistic allowed generating quantitative data on the staed issues and presenting them in tables, charts. The monitoring of regional confectionery market has allowed generating statistical data on various quantitative and financial parameters and submitting them to the tables in this study. For the conclusions, the author suggests, aims and objectives, as well as marketing activities to improve the development of a direct sales branch of FPP Tambov, which will allow timely and adaptively to modernize of marketing and sale of confectionery products channels. This monitoring, analysis and conclusions can be used by regional and municipal governments in the preparation of regional development programs and to improve the functioning of organizational structures in the system of regional and municipal management of the production and sale of food products. Certain provisions of the article and some conclusions are useful in the information of the current marketing policy organizations and confectioner market enterprises.

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin

WHAT IS LATENT DEMAND AND THE P.I.E.?The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnin