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Economic factors of food market development for school-age children

The purpose of the research is to determine the solvency of the population as an economic factor of the macromarketing environment which influences the development of the food market for school children and financial availability of food for children in Ukraine. Methods. General scientific methods and approaches, systematic approach, general research methods (analysis, synthesis, generalization, comparison), statistical methods and correlation analysis were used in the research. Results. The article examines the key trends in changing of the population solvency as an economic factor of marketing environment, which influences the development of the food market for school-age children and producers’ choice of the appropriate marketing strategy. The analysis of gross domestic product per capita and experts' forecasts on the change in the indicator are presented. Factors affecting the state of the Ukrainian economy and positive developments caused by reforms in the justice system, law enforcement agencies and anti-corruption structures are outlined. Attention is paid to the fact that high level of intervention by law enforcement and anti-corruption bodies, political turbulence, limited capacity of the authorities and high risks of the situation destabilization hinder economic transformations, while stabilization of economic development of Ukraine from 2021 predicted by the experts. The dynamics of changes in the solvency of the population, household incomes, ratio of the minimum subsistence level and the minimum wage have been determined. Changes in the subsistence minimum over the last 10 years have been analyzed. It has been proved that the growth rates of the statutory subsistence level and the minimum wage have positive dynamics and are correlated with each other. Practical meaning. Economic factors of the macromarketing environment of the food market for schoolchildren has been determined, based on the analysis, considering favourable opportunities and negative tendencies that can be taken into account by food producers in formulating a marketing strategy for the development of food market. Prospects for further research. The findings determine the need for further assessment of other categories’ impact in order to carry out a comprehensive analysis of market threats and opportunities for food manufacturers for school-age children.