MARKET ANALYSIS OF DIETARY SUPPLEMENTS: GLOBAL TRENDS AND DEVELOPMENT PROSPECTS IN UKRAINE

The purpose of this study is to explore the current trends in the development of the dietary supplements market in Ukraine and globally, and to assess the impact of lawmaking changes and technological innovations on this market. The research methodology involves analyzing literature sources, statistical data, and regulatory acts, with a focus on structuring the gathered information into comprehensive tables. The study results identify key stages in the evolution of the dietary supplements market, the dynamics, and distribution between Ukrainian and foreign manufacturers, and the significant role of modern technologies in product personalization. The practical significance of this research lies in developing recommendations for optimizing the regulatory framework and promoting the adoption of innovative technologies. These measures are essential for enhancing product quality and safety, ensuring market growth, and protecting consumer health. The findings provide a strategic foundation for stakeholders to navigate the evolving dietary supplements market, addressing both current challenges and future opportunities.