Competitiveness in the horticultural market of Ukraine

Competitiveness generally characterises the relative advantages in the market according to various quantitative and qualitative criteria and ultimately affects the development of its market conditions and the overall food supply of the population. Therefore, the study of competitiveness in the horticultural market in terms of production and sales volumes, prices, quality, and pomological varieties is quite important. The establishment of relative indicators of competitive advantages in the fruit and berry market determines favourable positions by various operators of economic relations. The purpose of the study consists in determining competitiveness in the fruit and berry market using relative indicators for comparing preferences in terms of the volume of the supply of fruits and berries by different categories of farms, prices, and pomological varieties. The research was guided by methodological approaches to determining the competitiveness of agricultural products in the Ukrainian agricultural market. At the same time, the following methods were used: dialectical method of cognition of market processes and a systematic approach, analytical generalisations, statistical comparison, constructive and computational, abstract and logical method. Based on comparative indicators of competitiveness of horticultural products in the Ukrainian market, the level of market competition of agricultural enterprises and households is estimated: the coefficient of market competition and the Herfindahl-Hirschman Index of market concentration. It is established that according to the first level of concentration of the industrial sector, the Ukrainian fruit market is in the low concentration group. Another indicator defined for households indicates a low concentration, high competition, a sufficient number of operators, and a weak position of each of them. In terms of fruit and berry production, Ukrainian producers are more competitive than importers. In terms of prices, agricultural producers and importers had competitive advantages. Competitive pomological varieties of fruits and berries for producers, traders, and consumers are determined based on calculations of competitive advantages and author’s study of the trade and consumer sectors. The competitiveness of various categories of farms in the horticultural market, competitive advantages in terms of production volumes, prices, and pomological varieties of fruits and berries are determined from the standpoint of the need to rationally provide the needs of the population with high-quality food products and further market development. The findings should be used in the creation of a target programme for the development of the food market for a long-term period aimed primarily at the rational provision of food products competitive in price and quality to the population of Ukraine