IMPERATIVE OF TRANSFORMING LOGISTICS IN FMCG-MARKET UNDER DIGITALIZATION

Abstract

Due to changes in consumer behavior of younger generation under 35 years old, who needs a unique product to make a purchase, this also applies to food, or understanding the value of goods, availability of digital technologies to reduce operational errors and make the delivery process more transparent with understanding of origin of goods becomes relevant. Article highlights the improvement of innovative logistics in FMCG-market. Due to alienation of Russian market from global economy, study of necessity and feasibility of digitalization of logistics processes in terms of each of four levels of FMCG-market. Study was conducted with use of modeling and use of method of criteria analysis of qualitative indicators, followed by synthesis of results. Study has led to reasonable conclusions about desire of final customer to track all stages of movement of goods from manufacturer to consumer in digital format, but lack of readiness of remaining three levels of FMCG-market to invest their own money in all stages of supply chain of goods. For active implementation and transition from automation to digitalization, it is necessary to change consumer behavior and transition of most customers to conscious consumption, which will lead to need to introduce a transparent supply chain in retail chains.