KEY DIRECTIONS OF IMPROVEMENT OF FOREIGN ECONOMIC ACTIVITIES OF LARGE FMCG COMPANIES IN THE RUSSIAN MARKET IN THE CONTEXT OF SANCTIONS

The study of the activities of large FMCG (Fast-Moving Consumer Goods) companies in the Russian market under sanctions is highly relevant. The sanctions regime has radically changed the established logistics routes and supply chains. The FMCG sector provides the population with essential goods, which makes it strategi- cally important to maintain social stability and prevent shortages, control inflationary processes in the everyday goods segment, and maintain the availability of a wide range of consumer goods. The purpose of the study is to identify key areas for improving the efficiency of foreign economic activity of large FMCG companies within the sanctioned Russian market. The object of the study is large FMCG companies that sell products on the Russian market. The subject of the research is the key areas of foreign economic activity of large FMCG companies in the Russian market. The research methods insclude ystemic analyses, synthesis, comparison; method of logical generalization and scientific abstraction; methods of grouping and classification; tabular and graphical method – for visualization of research results. In the course of the research, a comprehensive analysis of the features of foreign economic activity of FMCG companies in the Russian market in the new realities of political and economic instability and international restrictions was carried out. The directions of improving the foreign eco- nomic activity of large FMCG companies in the Russian market in order to increase their competitiveness were also identified.