Тенденції розвитку та конкурентна структура ринку целюлозно-паперової продукції України

Abstract

Встановлено, що на українському ринку целюлозно-паперової продукції функціонує велика кількість підприємств, які відчувають гострий дефіцит сировини. Тому підприємствам целюлозно-паперової промисловості необхідно збільшити кількість пунктів приймання макулатури та використовувати інноваційні технології з перероблення соломи для виробництва паперу. З метою підвищення своєї конкурентоспроможності виробники целюлозно-паперової продукції повинні більше уваги приділяти просуванню своїх товарів, зокрема із використанням Інтернету, провести SEO-оптимізацію сайтів, створити промосайти для окремих брендів товарів, призначених для кінцевих споживачів.

Options of use of cardboard and paper packaging for goods and meeting the population's needs in hygiene products depends on the development of the pulp and paper products market. It is established that there are more than 2.5 thousand enterprises in the Ukrainian market of pulp and paper products yet 50 % of all products are produced by the 42 largest enterprises. The analysis of statistical data shows that the import of uncoated paper and cardboard significantly exceeds the export. The import of corrugated paper and cardboard, on the contrary, is lower than the export and is less than 1 %. Imports of household and sanitary paper are approximately equal to exports, but we can note its growth during 2020. Insignificant production of domestic pulp and wood pulp makes the Ukrainian pulp and paper industry very dependent on imports of raw materials. During 2015–2020, the production and import of household and sanitary paper show a steady upward trend, and the production, export, and import of uncoated and corrugated paper and cardboard are characterized by instability. Therefore, Ukrainian pulp and paper industry enterprises need to increase the number of waste collection points and to use innovative technologies to process straw for paper production. Coronavirus and quarantine restrictions in 2020 led to an increase in waste paper prices in Europe, first due to limited quantities and then due to growing demand. These prices increased in 2021 and not only in Europe but also in Ukraine, which causes rising prices for pulp and paper products. Analysis of the box cardboard market in Ukraine shows that in 2020 it was occupied by a large share of PJSC «KKPK» – 17 %, its share in the market of recycled coated cardboard is even greater –44%. There is strong competition in the market of liner products, which includes towels and toilet paper, but in 2020 it also retained the position of the leader of PJSC «KKPK», its share in this market was42 %. Increased competition in the market of pulp and paper products forces its producers to pay more attention to the promotion of their products, including using the Internet. As part of the improvement of Internet communications, it is advisable to conduct SEO of the enterprise's website in order to increase traffic and convert visitors into customers by increasing the rank of the website. It is also advisable for manufacturers to create promotional websites for individual brands of their products in order to disseminate information about the company's paper products to target audiences. For promotional websites, considerable attention should be paid to the quality of advertising texts.