ANALYSIS OF THE POULTRY MEAT MARKET AND JUSTIFICATION OF EXPANDING ITS RANGE

Анотація

Based on marketing research, it has been proven that a third of consumers in the world prefer poultry meat. It is established that the investment attractiveness of the poultry business, the construction of modern large poultry farms and the creation of powerful vertically integrated companies are due to the speed of return on capital investments and the high profitability of the industry. In order to determine the position of Ukraine on the world market, the rating of 45 countries by the level of consumption and production of poultry meat in 2021 was summarized. The traditional leaders in the production and consumption of meat products are the USA, Brazil and China. Ukraine ranks 21st in terms of production and 23rd in consumption of poultry meat. Most countries have a hortage of meat products and can be potential buyers of Ukrainian meat. Ukraine has all the opportunities and prospects for expanding the export of its own products. It is justified that duck farming is one of the modern dynamic areas of poultry farming and a competitive type of agribusiness, as evidenced by its dynamic development. The perspective and dynamism of this poultry farming area is determined by the high fertility and precociousness of poultry. Duck meat markets are not monopolized by large industrial players, which makes it possible to diversify business and avoid excessive competitive pressure. Export opportunities of niche meat producers to EU countries are significantly inferior in terms of volumes to traditional chicken meat, but this market is distinguished by its ability to pay. Ukraine is one of the largest producers of duck meat in Europe. On a global scale, the duck market is 5% of the chicken market. The low level of duck meat production in the world (except Asia) is explained by the seasonality of consumption. The priority task of the development of duck farming in Ukraine is the protection of the domestic market and the development of the export of products to world markets. Industrial production of duck meat in Ukraine should focus on export to Asian and European countries, where this product is in greater demand than at home. It is established that with proper organization the business of raising ducks is economically feasible and practically waste-free. The main products of production are meat, eggs, down and feathers, droppings and duck liver.

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