market of confectionary goods in Ukraine; strategies of development; consumers’ demands; positioning of new kinds of chocolate bars; analytic hierarchy process.

The conducted research confirms that confectionary industry is currently one of the most developed constituents in the Ukrainian food industry providing a great number of work places for the related economies. The financial-economic and political crisis in Ukraine and coronavirus pandemic have negatively influenced development of that branch of economy. However, large domestic confectionary producers are oriented on the use of the strategies of growth, search for the directions to intensify their competitive advantages at the market.