On the compliance with current requirements for the search for new alternative intensive models of agricultural production, the article has analyzed the structure of sown areas of farms in the Ukrainian Veld zone with an area of agricultural land up to 50 hectares; factors that indicate the need to optimize the structure of crops to meet the requirements of sustainable development and regenerative agriculture has been identified; the role of crop rotations in the system of modern agriculture has been revealed; the assumption that the tool of optimization of sown areas can be inclusion of medicinal plants in them has been put forward and substantiated; an optimization model has been built, with the help of which, based on production resources (land, labor, material, etc.), the optimal structure of sown areas of farms in the Ukrainian Steppe zone with an area of agricultural land up to 50 hectares has been determined; on the basis of the optimization economic-mathematical model with the help of the simplex method the increase of profitability of agricultural production has been calculated; the optimal structure of sown areas of the studied farms of the Ukrainian Veld zone with the introduction of medicinal plants has been developed.

Medicinal plants have always served people, primarily for the treatment of various diseases. In parallel with the development of human civilization, medicinal herb growth is evolving simultaneously. First of all, it involves the cultivation of medicinal plants, which is socially significant, economically viable, and export-oriented area of production world over. However, in some countries, particularly in Ukraine, this industry is in its infancy and needs consistent action for its development. This article reveals the socio-economic significance of medicinal plants being grown, some advantages and disadvantages of cultivated medicinal plants compared to wild relatives, the main restraining factors of its development, and comparison of key problems and opportunities for effective development of the industry in the future in Ukraine through using SWOT analysis. In particular, the article develops a scale for determining the levels of strengths and weaknesses, and a scale for assessing the importance of external opportunities and threats. It also presents a strengths and weaknesses of medicinal plants in Ukraine, and potential external opportunities and threats.

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The purpose of the article is to investigate the characteristic trends in the market of medicinal plants in Ukraine and in the world in the current environment. Methods of scientific knowledge, analysis, synthesis, deduction, generalization and induction were used within the study. The cultivation and harvesting of medicinal plants is now considered one of the fastest and most reliable ways to make money. The modern market of medicinal plants is characterized by the fact that finished products based on medicinal raw materials are becoming increasingly popular. The demand for medicinal plants has increased significantly in recent years in Europe, especially in Germany. In the world market of medicinal plants in recent years, there has been an increasing interest in Ukraine from countries that previously grew and harvested medicinal plants independently. In recent years, they have been seeking raw materials in Ukraine. China and India are the world's largest sellers of medicinal plants. There, the production of medicinal plants has deep roots. The market of medicinal plants in Ukraine has an export orientation. In general, in the world and in Ukraine the volume of production of medicinal plants and the volume of import-export are increasing. Realities show that there is only a limited number of medicinal crops with stable demand and more or less sustainable prices. Therefore, this market is also considered to be one of the most volatile. The characteristic tendencies of the market of medicinal plants in the conditions of today include the fact that the requirements for quality standards for these products are significantly changing. Scientific novelty of the article − the author has discovered and summarized the characteristic tendencies of the market of medicinal plants in Ukraine and in the world. At the same time common patterns were revealed: increase in production volumes, increase in volumes of harvesting of medicinal plants in the wild, increase in export volume, instability. Practical relevance of the study − the results obtained can be used to formulate a strategy for the development of medicinal plants in Ukraine in the context of global trends. Key words: medicinal plants; market of medicinal plants; market trends of medicinal plants. Анотація. Метою публікації є -дослідити характерні тенденції кон'юнктури ринку лікарських рослин в Україні та світі в умовах сьогодення. У межах дослідження були використані методи наукового пізнання, аналізу, синтезу, дедукції, узагальнення та індукції. Культивування та заготівля лікарських рослин нині вважається одним із швидких і надійних способів заробити. Однією з тенденцій сучасного ринку лікарських рослин є те, що все більшої популярності набувають готові продукти на основі лікарської сировини. Значне зростання попиту на лікарські рослини останніми роками відмічається в країнах Європи, особливо в Німеччині. Тенденцією світового ринку лікарських рослин останніми роками є те, що збільшується інтерес до України з боку країн, які раніше самостійно вирощували й збирали лі...

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