PROSPECTS FOR THE DEVELOPMENT OF THE CONFECTIONERY MARKET IN ASIAN COUNTRIES

Abstract

The article examines in detail a statistical study of the current state of the confectionery market in the Asia-Pacific region and conducts an in-depth analysis of forecasts for its further development. The key goal of the article is to conduct an analysis and further assessment of the state of the Asia-Pacific confectionery market and its prospects for development. The issue discussed in the article is urgent and extremely relevant, as a large number of Ukrainian manufacturers are currently considering the possibility of expanding or just starting their international activities. For many decades, the Asia-Pacific market has been one of the largest developed markets in the world with steadily increasing demand due to its large population. The unstable economic and political situation in the world has a negative impact on confectionery manufacturers, so the objective is to diversify sales markets in order to ensure the stable functioning of production and sales of company products. The key reasons for the further growth of the market in the forecast period, according to the estimates of scientific experts, are substantiated. Forecasting of further market development is carried out using such a forecasting method as exponential trend smoothing. The use of this forecasting method allows you to predict the future development of events on the selected market as realistically and effectively as possible. In the course of the research, it was established that due to the growth of the middle-class population in the selected region, the market has positive forecasts for further growth, and therefore is a promising direction for the expansion or development of international activities of Ukrainian confectionery manufacturers. The preferences of consumers of the Asia-Pacific market were studied and it was determined which confectionery product is given the greatest preference. An analysis of the target audience of the selected market was carried out and the largest players currently represented on the market were identified. The dynamics of the use of online and offline sales channels of confectionery products were studied. Reasonable conclusions have been drawn regarding further prospects for the development of the confectionery market in Asian countries.