Ways to increase the competitiveness of bakery industry enterprises under sanctions

Sanctions restrictions have a significant impact on the development of the baking industry. Today the problem of shortage of investment resources and equipment is acute. A paradoxical situation has developed in the bakery market: the more the owners invested in the development of enterprises and equipment of the production process, the more difficult the situation they are in now. At the same time, one of the trends influencing the development of the baking industry is the dynamically growing consumer interest in a healthy lifestyle and healthy eating. The purpose of the work is to analyze the current state of enterprises in the baking industry, study directions for their modernization and develop a system of measures to increase competitiveness. State support measures aimed at maintaining and developing bakery enterprises are disclosed. The directions of systemic modernization of the industry and their expected results are highlighted. The necessity of choosing between maximum efficiency (high level of automation of production processes, narrow assortment, standard packaging, work in both the middle and low segments) or maximum flexibility (mainly manual labor, individual packaging, current assortment, high production costs and markups) is substantiated. The feasibility of developing a collaboration of bakery product manufacturers under conditions of external restrictions is argued.