Assessment and clustering of EU countries by priority for Ukrainian food exports

Purpose. The purpose of the study is to identify the attractiveness of European countries in terms of the organisation of food exports by small and medium-sized businesses (SMEs) from Ukraine to the European Union (EU). Methodology. The study employed the following methods: analysis, synthesis, and generalisation, to identify characteristics and formulate conclusions regarding food exports to European countries; indexing to determine the dynamics of food exports to the EU by product group; matrix analysis to classify European countries in terms of their priority for Ukrainian food product sales; cluster analysis to group countries based on performance indicators of companies that process raw materials and supply private label products to markets; graphical analysis to visualise the results. The study relied on data from the State Statistics Service of Ukraine, the National Bank of Ukraine, and the Eurostat. Results. The study highlights the prospects for Ukraine’s food exports. From 2020 to 2024, Ukraine’s exports of food products and related raw materials totalled USD 119.9 billion. The product group’s exports grew at an annual rate of 2.7%. EU countries were classified based on their market attractiveness for food product exports by Ukrainian SMEs. Based on an analysis of the attractiveness of national markets and the dynamics of export flows, priority EU countries for developing export activities were identified. It was determined that Poland, Germany, the Netherlands, and France are attractive destinations for exporting food products from Ukraine to the EU. The countries were clustered, which made it possible to identify specific groups, taking into account the dynamics of food production and the peculiarities of selling products in the private label format. Originality. The classification of EU member countries based on a set of indicators of their attractiveness for the organisation of food exports by Ukrainian SMEs has been further developed. The proposed criteria for market classification and country clustering can be applied to evaluate the export attractiveness of foreign markets for other product categories. Practical implications. The findings can be used by small and medium-sized enterprises when selecting target export countries and distribution channels for promoting food products in European markets. The selection of EU markets is carried out by specific product groups, taking into account market attractiveness, sales trends, and distribution channels, which ensures well-founded decision-making regarding enterprise activities in foreign markets.