DEVELOPMENT OF THE FOOD TECH MARKET IN UKRAINE IN THE CONDITIONS OF DIGITAL TRANSFORMATION AND MILITARY CHALLENGES

Abstract

The article provides a comprehensive analysis of the current state and development prospects of the FoodTech market in Ukraine, which is influenced by a double exogenous shock: the consequences of the COVID-19 pandemic and the challenges of the full-scale war. The relevance of the study is driven by the rapid digital transformation of the national economy and shifting consumer patterns, where food ordering is evolving from a luxury service into a basic household necessity. The aim of the paper is to identify key trends, problems, and growth points of the Ukrainian FoodTech sector under conditions of uncertainty.

The methodological basis of the study consists of systematization methods, comparative analysis, and content analysis of open data regarding the activities of key market players. The article examines the market architecture in detail, including segments such as ready-made food delivery, e-grocery, technological solutions for restaurants (HoReCa Tech/Restaurant Tech), and the production of innovative food products. Particular attention is paid to the evolution of business models: from classic restaurant service to "dark kitchen" (virtual kitchens) and "dark store" formats, which demonstrated high economic efficiency and adaptability during blackouts and logistical crises.

Based on the analysis of empirical data, a specific "investment paradox" of the Ukrainian market has been identified: despite the high level of technological maturity of startups and significant demand for digital services, the volume of venture capital funding remains critically low due to war-related risks. It has been established that the key market drivers today are the automation of operational processes, the implementation of B2B solutions for procurement optimization, and the growing popularity of Ready-to-Eat and Ready-to-Cook segments.

Based on the research results, strategic recommendations for market participants have been formulated, emphasizing the need for diversification of sales channels, strengthening the energy independence of business processes, and focusing on the creation of ecosystem products. It is proven that the further development of the industry will depend on the companies' ability to integrate innovative IT solutions into traditional supply chains, ensuring a balance between technological advancement and service affordability for the end consumer.