Economics and Business Management

International experience in the functioning of the soft drinks market

V. Nikolenko
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Abstract

The soft drinks market is one of the largest segments of the food market in any country, and its functioning is based on a series of factors, including supply and demand, competition, government regulation, etc. In developed countries, juices, smoothies, and low-sugar drinks are popular, while in developing countries, the market is actively expanding. Accordingly, the study of foreign practices in the soft drinks market helped to identify current trends, assess the effectiveness of government regulation, the implementation of innovative technologies and marketing strategies by companies, and identify opportunities for the development of this market in Ukraine, which was the purpose of this study. The following methods were employed in the study: analysis, synthesis, induction, deduction, content analysis, comparison, generalisation, and other methods of scientific cognition. The study of statistical data revealed that the consumption of soft drinks has been growing steadily in recent years. One of the key drivers of this growth is continuous innovation, as soft drinks market players try to constantly update their products, including ingredients, formulation, packaging, and other aspects to increase sales. It was found that the general factors that determine the functioning of the market are the same – the influence of large players in the supply market, consumer tastes, and their changes, as well as the impact of government regulation methods used by the market; the most commonly used are labelling requirements, food safety regulations, price controls, advertising and marketing restrictions, taxes and subsidies. The study of the practices of foreign countries opens opportunities for further scientific developments in the soft drinks market, which is of practical value and benefit to producers, distributors, consumers, and researchers involved in the research of food industry markets and marketing

Keywords

consumer goods; food economy; multinational companies; state regulation; tax; valuation

Suggested citation
Nikolenko, V. (2024). International experience in the functioning of the soft drinks market. Economics and Business Management, 15(3), 58-71. https://doi.org/10.31548/economics/3.2024.58
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