The article "Impact of Digital Technologies on Brand Product Strategy Development in Ukraine's Oil-and-Fat Market" analyzes the impact of digital technologies on the formation and adaptation of product strategies of Ukrainian brands in the oil-and-fat industry. The study emphasizes the relevance of understanding how the digital environment, growing consumer expectations for transparency and innovation, as well as increased global competition are changing the strategic behavior of companies.

The work uses a mixed methodology that combines bibliometric analysis, market trend study, SWOT analysis, and content analysis of corporate web resources and social networks. This allowed us to explore the role of specific digital tools in shaping modern product strategies. Based on a content analysis of leading Ukrainian brands, the authors proposed a typology of digital strategies used in the sector.

The results indicate that digitalization contributes to the growth of companies' competitiveness through the personalization of offers, transparency in supply chains and optimization of business processes.

Ukrainian brands actively integrate digital technologies into various communication channels and operational activities, demonstrating a high level of readiness for digital transformations. The article contributes to the development of the discourse on the digital modernization of traditional industries and offers practical recommendations for enterprises seeking to update their product strategies through digital integration.

digital technologies, product strategy, brand, oil and fat market

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