THE GLOBAL FLOWER MARKET: CURRENT STATE AND DEVELOPMENT TRENDS

Introduction. The flower business is an important part of the global economy, meeting not only economic but also social and cultural needs. Today, this sector is undergoing significant changes under the influence of globalization, innovations in logistics, and shifts in consumer preferences. This industry faces the need to adapt to these changes in demand and technology. The COVID-19 pandemic revealed vulnerabilities in global supply chains, leading to temporary disruptions in supplies and increased logistics costs. However, the prospects for the development of the flower business remain positive. Methods. The following research methods were used in the study: dialectical, content analysis, abstract and logical, scientific generalization method, induction, deduction, and statistical analysis. Results. The flower business at the international level shows dynamic development under the influence of globalization, technological innovations, and changes in consumer preferences. Despite positive trends, the flower business faces several challenges. These include demand fluctuations, dependence on weather conditions that can affect yield, as well as increasing logistics costs and the preservation of flowers. Flower producers and suppliers must constantly adapt their activities to new market conditions by implementing sustainable practices and using the latest technologies. All this contributes to the further growth and expansion of the flower business, making it an important component of the global economy. Discussion. Further research should focus on a deeper analysis of the impact of global economic and environmental changes on the functioning of the domestic flower market. Keywords: market, flower products, globalization, trends, export, import.