Juice Market in Ukraine: State Analysis and Assessment of the Impact of Accounts Receivable of Customers on Its Development

Growing of the competition in the juice market determines the relevance of the study of factors affecting the production and sale of juice products. The article is devoted to the analysis of indicators of the juice market and to the determination of trade debtors impact on production juice products. Dynamics of juice consumption of population of Ukraine for the past fifteen years was estimated. Analysis of the volume of juice production in Ukraine for the years 1960-2003 and the main trends of its development were determined. The structure and the principle domestic juice retailers were defined. According to the research results, 84 % of the juice market in Ukraine belongs to the four largest companies which alternately occupy leading positions. It was found that long-term receivables negatively affect the juice producer activities but some companies on various circumstances have to sell their products in terms of delayed payment to remain as a retailer and to increase the production. In order to encourage debtors to timely payment for delivered goods it was proposed to introduce a flexible system of discounts.