Tanasychuk Alona, Doctor of Economics, Professor, Department of Marketing and Advertising, Vinnytsa Institute of Trade and Economics of KNUTE, Vinnytsia, Ukraine

ORCID ID: 0000-0002-7967-0239
e-mail: tanass2005@ukr.net

Srednitskaya Ludmila, Senior Lecturer, Department of Marketing and Advertising, Vinnytsa Institute of Trade and Economics of KNUTE, Vinnytsia, Ukraine

ORCID ID: 0000-0002-7730-0963
e-mail: serednuzka@gmail.com

Gabrid Alina, Bachelor of Vinnytsa Institute of Trade and Economics of KNUTE, Vinnytsia, Ukraine

ORCID ID: 0000-0002-7967-02395
e-mail: alina.gabrid2017@gmail.com

Peculiarities of Formulating the Current Market for Mineral Water

Introduction. Mineral water is a basic element of human life. By volume, it is a major part of the human diet. The presence in Ukraine of a large mineral water market, which is explained by the considerable natural resources on the territory of the country, a large number of consumers of products and, as a consequence, a large number of producers. At the same time, the low level of purchasing power of the population and the specific culture of consumption of mineral water lead to an insufficient level of purchase of this product in comparison with developed countries. However, Ukraine has all the necessary prerequisites to become one of the world’s leading exporters of mineral water.

The urgency of the problem of production and sale of mineral water increases with increasing anthropogenic human impact on the environment, which leads to pollution of drinking water sources.

The purpose of the article is to comprehensively study the current market of mineral waters of Ukraine. In the process of research, attention is paid to a detailed study of the major players in the market, the specifics of the implementation of their marketing strategies, and the identification of major consumers of their products.

The peculiarities of the creation of the mineral water market in Ukraine are revealed. The peculiarities of the development of the mineral water market since the 1990s have been investigated. The demand for bottled mineral water was met mainly by regional producers in their own regions. The main factors that contributed to the growth of mineral water consumption in Ukraine are summarized. The main trends of mineral water production in Ukraine over the past five years are analyzed. The list of the most popular producers of mineral water in Ukraine is determined. It is stated that the mineral water industry in Ukraine is characterized by weak export orientation. Observations revealed that the mineral water market is characterized by a pronounced seasonal character. About 40% of Ukrainian mineral water is drunk in the largest cities of the country: Kyiv, Kharkiv, Odessa, Dnipro, Lviv. The prospects of development of the mineral water market of Ukraine are generalized. The factors that determine the growth of the mineral water market in Ukraine are grouped, including socio-ecological factors, socio-biological factors, the poor quality of tap water, economic factors, increasing popularity of a healthy lifestyle, increase of drinking water culture, and increase of bottled office consumption.

Keywords: mineral water market, carbonated mineral water, non-carbonated mineral water, production of mineral waters, consumption.

References:

1. Vereshhaka, T. V. (2017). Features of mineral water market development in Ukraine. Informacijni tekhnologhiji: nauka, tekhnika, tekhnologhija, osvita, zdorov’ja. IV. Retrieved from http://www.kpi.kharkov.ua/archive/MicroCAD/2017/ S23/tez_ mic_17_I V_p18 3-p183.pdf. (accessed: 30.12.2019). [in Ukrainian].
2. Zaghorujko, N. V., Jashhuk, L. B. & Svojak, N. I. (2019). Medico-environmental assessment of bottled mineral drinking water quality. Visnyk Cherkasjkogho derzhavnogho tekhnologhichnogho universytetu, 2, 134-143. [in Ukrainian].
3. Kushnirenko, A. M. (2018). Problems and directions of development of modern mineral water bottling enterprises in Ukraine, Prodovoljchi resursy, 11, 103-109 [in Ukrainian].
4. Laba, T. V. (2019). State of the mineral water market of Ukraine. Visnyk studentsjkogho naukovogho tovarystva «VATRA» Vinnycjkogho torghoveljno-ekonomichnogho instytutu KNTEU, 77, 170-175 [in Ukrainian].
5. Martyishenko, N. S. & Martyishenko, S. N. (2018). Formation of the market for drinking and mineral water: socio-ecological aspects. Selskoe hozyaystvo, 2, 22-31.
6. Oficijnyj sajt Derzhavnoji sluzhby statystyky Ukrajiny [Official site of the State Statistics Service of Ukraine]. Retrieved from ukrstat.gov.ua. (accessed: 30.12.2019) [in Ukrainian].
7. Ponomarenko, I. V. (2018). Analysis of the mineral water market in Ukraine. Ekonomika ta upravlinnja pidpryjemstvamy, 25, 411-418 [in Ukrainian].
8. Sydorenko, O., Jakobchuk, Ju. & Pobedash, M. (2016). Packaged mineral water market in Ukraine: quality and safety issues. Tekhnichni nauky ta tekhnologhiji, 1(3). Retrieved from ttps://tst.stu.cn.ua/index.pl?task=arcls&id=119 [in Ukrainian].
9. Tjukha, I. V. & Poghrebna, A. V. (2017). Status and tendencies of development of domestic market of soft drinks. Molodyj vchenyj, 10 (50), 1084-1088. [in Ukrainian].
10. Fajvishenko, D. S. (2019). World market for mineral water, Aghrosvit, 19, 23-30 [in Ukrainian].