СПЕЦИФІКА РИНКУ ЗООТОВАРІВ ДЛЯ НЕПРОДУКТИВНИХ ТВАРИН

The article examines the specific features of the pet products market for companion (non-production) animals in the context of changing consumer behavior, digital transformation, and sustainability requirements. Its purpose is to systematize the market structure, identify the main factors shaping demand, and outline development priorities for Ukrainian pet businesses. The study applies a review and synthesis of academic publications and industry materials, a comparative approach, market segmentation, and qualitative PEST analysis. The pet products market is interpreted as a socioeconomic ecosystem connecting manufacturers, retailers, veterinary providers, digital platforms, pet owners, and the animals for which products are purchased. A distinctive feature is the separation between the buyer, who evaluates price, safety, convenience, and brand reputation, and the animal, whose physiological needs and responses determine product suitability. The analysis distinguishes pet food, health-related products, care supplies, accessories, and services. Particular attention is paid to pet humanization, demand for specialized nutrition, premium products, e-commerce, omnichannel distribution, and digital tools supporting customer relationships. At the same time, the expansion of premium offerings coexists with price sensitivity and substitution toward affordable alternatives. Environmental expectations encourage responsible sourcing and recyclable packaging. For Ukrainian enterprises, the findings highlight the importance of product safety, compliance with applicable regulations, reliable logistics, differentiated market positioning, and evidence-based communication with consumers. The study identifies areas requiring further empirical verification, including market growth rates, online-sales shares, and differences between regional consumer groups. The proposed framework may inform marketing decisions and future quantitative research into the pet products market.