МЕТОДИЧНІ ОСНОВИ ОЦІНЮВАННЯ ПОТЕНЦІАЛУ РИНКУ ПРОДОВОЛЬЧИХ ТОВАРІВ У КОНТЕКСТІ РОЗРОБКИ МІЖНАРОДНИХ ПРОЄКТІВ

The article examines the methodological foundations for assessing the potential of the food products market in the context of international project development. It emphasizes the need to combine quantitative and qualitative methods for a comprehensive analysis of market transformations, taking into account global challenges, the full-scale war in Ukraine, disruptions in logistics, and European integration processes. The importance of adapting the national food sector to EU standards and developing alternative distribution channels is substantiated, as these are key to enhancing the resilience and competitiveness of domestic producers. Practical recommendations are provided for businesses and public authorities to support strategic planning and the formulation of effective food market development policies.