Key Aspects of the Transformation of the Character of Competition on the Ukrainian Food Market

The set of opportunities of an agricultural enterprise to create competitive advantages make up the potential of its competitiveness. However, competitive advantages, especially those that can be characterized as sustainable, are formed on the basis of the mobilization of the economic potential of the enterprise, which is a set of opportunities for the long-term implementation of the main activity of the business entity. Accordingly, the study identified the place and role of the potential of competitiveness in the structure of the enterprise's potential and its relationship with the economic potential. In turn, it was established that the components of economic potential are production potential in combination with commercial and sales opportunities, the basis of all types of enterprise potential is resource potential, and the potential of product competitiveness and enterprise competitiveness is based on the economic potential of the enterprise, contributing to the growth of the latter. Agricultural producers face many problems that can prevent them from growing and selling their products profitably. The problem of ensuring the effective economic activity of the studied subjects of agricultural production lies in the relative complexity of the relationships between them within the framework of the current market environment. the market environment of the functioning of commercial structures is not homogeneous, and the levers of state regulation do not have an unequivocal effect on all operators of one or another commodity market at the same time. To increase productivity and expand participation in market relations, they absolutely need appropriate mechanisms and policy measures. In the current situation, it becomes necessary for each manufacturer to analyze its competitiveness and develop effective means to increase it. An important condition for ensuring the competitiveness of enterprises is the effective use of resources, personnel qualifications, achievements of modern management, innovative, financial and informational capabilities of the enterprise, which together represent its potential. State determination of the legal field of existence of market participants requires a clear understanding of the relevant state of their interaction and the development trends of this interaction. The consequences of agricultural regulation policy and the manifestation of market forces in relation to the productivity and evolution of the food industry vary depending on the field, direction of production, etc.