MARKET RESEARCH OF THE OILSEEDS MARKET: CHALLENGES AND PROSPECTS

The relevance of the article lies in the fact that during 2023-2024, oilseed production in Ukraine remained stable, which ensured not only full coverage of domestic demand but also made it possible to significantly expand export supplies. Sunflower continues to play a key role in the structure of oilseeds, covering about 80% of the total production. At the same time, there is a tendency to diversify crops, which is manifested in the growing share of rapeseed and soybeans, making the agricultural sector more resilient to market fluctuations. The purpose of the article is to identify the challenges and prospects for the development of the oilseeds market in the current economic environment. The article uses the following research methods: statistical, descriptive, comparative, and graphical. The article identifies the current challenges faced by oilseed producers and outlines the prospects for the development of the oilseed market in the current economic environment. The author analyzes the current state of the oilseeds market and identifies the main trends in the development of this market. It is established that despite the difficult conditions, in particular, military risks, logistical difficulties and fluctuations in world prices, the agricultural sector demonstrates adaptability and yield growth. It is determined that domestic demand for oil remains consistently high, which stimulates the development of production and processing. It is emphasized that domestic agricultural producers are actively looking for new opportunities to develop and increase the profitability of their activities. It is emphasized that the future of the oilseeds market will depend on the geopolitical situation, integration with the EU and investments in the modernization of the industry. The results of the study should be taken into account by oilseed producers when developing effective marketing strategies to ensure sustainable growth of the industry. The challenges faced by agricultural producers of oil and fat products today, identified in the article, should be used in the development of marketing strategies in the process of building a SWOT analysis matrix of an enterprise. The established prospects for the development of the oilseeds market should be considered in the same SWOT analysis matrix as opportunities.