Modern Economics (Feb 2020)
Peculiarities of formulating the current market for mineral water
Abstract
Introduction. Mineral water is a basic element of human life. By volume, it is a major part of the human diet. The presence in Ukraine of a large mineral water market, which is explained by the considerable natural resources on the territory of the country, a large number of consumers of products and, as a consequence, a large number of producers. At the same time, the low level of purchasing power of the population and the specific culture of consumption of mineral water lead to an insufficient level of purchase of this product in comparison with developed countries. However, Ukraine has all the necessary prerequisites to become one of the world's leading exporters of mineral water. The urgency of the problem of production and sale of mineral water increases with increasing anthropogenic human impact on the environment, which leads to pollution of drinking water sources. The purpose of the article is to comprehensively study the current market of mineral waters of Ukraine. In the process of research, attention is paid to a detailed study of the major players in the market, the specifics of the implementation of their marketing strategies, and the identification of major consumers of their products. The peculiarities of the creation of the mineral water market in Ukraine are revealed. The peculiarities of the development of the mineral water market since the 1990s have been investigated. The demand for bottled mineral water was met mainly by regional producers in their own regions. The main factors that contributed to the growth of mineral water consumption in Ukraine are summarized. The main trends of mineral water production in Ukraine over the past five years are analyzed. The list of the most popular producers of mineral water in Ukraine is determined. It is stated that the mineral water industry in Ukraine is characterized by weak export orientation. Observations revealed that the mineral water market is characterized by a pronounced seasonal character. About 40% of Ukrainian mineral water is drunk in the largest cities of the country: Kyiv, Kharkiv, Odessa, Dnipro, Lviv. The prospects of development of the mineral water market of Ukraine are generalized. The factors that determine the growth of the mineral water market in Ukraine are grouped, including socio-ecological factors, socio-biological factors, the poor quality of tap water, economic factors, increasing popularity of a healthy lifestyle, increase of drinking water culture, and increase of bottled office consumption.
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