ASSESSMENT OF THE CAPACITY OF THE DOMESTIC MARKET PRODUCTS OF HOPS

Abstract

The article examines the current state and existing problems of the hop industry in the world and in Ukraine. Problems in the beer industry of Ukraine are highlighted. The market capacity of hop products in Ukraine is calculated.

Ensuring the production of competitive products becomes especially important under the conditions of the formation of a full-fledged market. The consumer is becoming more demanding about the range and quality of products at affordable prices. This problem fully applies to such an important branch of agriculture as hop growing, since the stable functioning of the brewing and pharmaceutical industry depends on it. Subjects of the production process in this field must produce competitive products of appropriate quality and adapt to changes in the conditions of both the domestic and foreign markets.

However, the adaptation of the industry to market conditions was accompanied by a reduction in the area of hop plantations, a decrease in the level of crop yield and the unprofitability of most hop farms, and the use of traditional methods of increasing the efficiency of management of hop producers turned out to be insufficient to overcome the crisis. In this connection, there is a need to develop and implement new mechanisms for stabilizing the activity of hop producers, which would take into account the constant changes in the market environment and quickly adapt to them.