ASSORTMENT POLICY AND FEATURES OF TRADE ORGANIZATION OF ORGANIC BABY FOOD IN UKRAINE

Abstract

The article explores relevant aspects of assortment policy and the specific features of trade organization in the market of organic baby food products in Ukraine. The importance of ensuring high quality, natural origin,and safety of food for infants and young children is substantiated, given their direct impact on health, immunesystem development, and overall harmonious physical and cognitive growth. It is emphasized that increasingconsumer awareness, attention to ecological lifestyles, and the implementation of sustainable development standardsare forming new expectations and demands for baby food quality. The study analyzes the current state of the Ukrainianorganic baby food market, focusing on the structure and composition of the assortment presented in retail chains,including supermarkets, specialized stores, pharmacies, and online platforms. The article identifies key challenges in the distribution and sale of these products: limited supply, high pricing, weak presence of domestic producers, regional disparities in product availability, low parental awareness of the benefits of organic food, and difficulties in identifying certified organic products. The specific features of various retail formats are outlined, along with the role of certification bodies and the regulatory requirements for labeling, transportation, and storage of organic products.Marketing strategies used to promote this product group are discussed, with particular attention to health-oriented messaging, brand trust, and the role of social responsibility in shaping consumer preferences. The article proposes practical directions for improving assortment policy and trade organization: strengthening cooperation with Ukrainian producers, supporting small and medium-sized businesses in the organic sector, launching effective publicawareness and educational campaigns, optimizing logistics processes, and creating specialized zones for organicproducts in retail spaces. The study’s findings can be applied by retail enterprises, manufacturers, and public institutions in forming development strategies and enhancing competitiveness in the organic baby food market.