European and Ukrainian markets of blueberries

Goal. Overview of the modern market of fresh blueberry berries cultivated in Ukraine and the world, identification of the main trends and prospects for development. Method. Analytical and statistical data processing methods were used during the research. The results. The study found that the market for fresh blueberries in the world has been developing rapidly over the past 10 years. The main world exporter of blueberries in recent years has always been Peru. The increase in blueberry consumption is explained by the high biological value of the berry, its beneficial effect on the consumer's health. However, it has been established that blueberry consumption differs significantly both at the global and European levels. A rough estimate based on production volumes, import-export and news sources shows that Europe is still far behind the US and Canada. Based on current consumption estimates in the United States and Canada, it is safe to assume that the European blueberry market will expand further in the coming years. In 2021, Ukraine ranked 26th in terms of exports and 42nd in terms of imports of blueberries. European and Ukrainian blueberry markets have expanded rapidly in recent years. Supply and demand are expected to continue to grow. Suppliers can take advantage of the high demand, but at the same time should expect prices to slowly decrease due to increased availability of blueberries worldwide. The main factors of export growth for Ukrainian berry producers were global trends in demand for berry products in countries with high consumer incomes; abolition of import quotas to the EU; state financial support to the horticulture industry for the creation of new berry plantations, construction of refrigerators, sorting lines. The export structure is dominated by frozen berries. Blueberries, blueberries, currants, raspberries, and wild berries have greater export advantages. Ukrainian berries are exported mainly to European countries. Realization of Ukraine's export potential on the berry market should be carried out by expanding the circle of berry exporters, improving the quality of berry products through certification, packaging, logistics, and forming the appropriate export infrastructure. It is worth noting the poorly organized logistics of berry supply to European markets. In 2021, a significant deterioration in the structure of blueberry exports from Ukraine was observed. The geography of export deliveries showed a shift towards indirect export, in particular, its implementation in Poland and Belarus. Practical significance. The conducted market research of blueberry berries will contribute to the improvement of the export of these berries to the European market, will enable producers to determine the advantages of Ukrainian products.

blueberries; berries; export; consumption; berry market