COMMODITY FACTORS SHAPING THE COMPETITIVENESS OF TEA ON THE GLOBAL MARKET AND TRENDS IN ITS EXPORT

Abstract

The article provides a comprehensive analysis of the global tea market as one of the key segments of international agri-food trade, with a focus on commodity-related factors shaping its competitiveness under conditions of globalization and intensifying competition. Current trends in tea production and export are examined, and the role of geographical specialization of leading tea-producing and exporting countries, including China, India, Kenya, and Sri Lanka, in shaping the structure of the global market and international trade flows is identified. It is substantiated that in the context of escalating global competition, non-price factors become decisive, among which product quality and safety, chemical composition, grade, compliance with international standards, and the availability of organic, environmental, and other types of certification play a particularly important role. Special attention is paid to the impact of transportation and storage conditions on preserving the organoleptic and physicochemical properties of tea during international shipments, taking into account its high hygroscopicity and sensitivity to temperature fluctuations and humidity. The role of packaging as an important tool for ensuring stable product quality and enhancing export attractiveness is analyzed, in particular through the use of multilayer barrier materials, biodegradable films, and modern smart packaging solutions. It is proven that changes in consumer preferences, the growing demand for organic and functional teas, and the increasing importance of geographical indication of origin lead to a transformation of the structure of global tea exports and the reorientation of producers toward innovative positioning models. It is established that the implementation of sustainable development principles, ESG standards, and digital traceability tools contributes to strengthening consumer trust, optimizing international supply chains, and forming long-term competitive advantages for tea producers in the global market. The obtained results can be applied in the practice of foreign economic activity of tea industry enterprises, as well as in the development of strategies aimed at enhancing the export competitiveness of products in international markets.