Features of formation of cons umer demand in the food market in terms of macroeconomic instability

The study of peculiarities of food consumption is becoming a pressing issue during aggravation of system threats of both internal and internal character. The aim of the article is to summarize the theoretical foundations of modern models of consumption and investigation of macro-economic dynamics of demand for food, identification of factors and restriction of consumers demand in Ukraine under the conditions of instability. The practical application of the reviewed scientific foundations for the establishment of model of consumption function under the domestic conditions will be characterized by a number of cons: firstly, the models are restricted mostly by the quantitative side of the issue of distribution of income on consumption and saving, not taking into account the qualitative characteristic of this process; secondly, the majority of the mentioned theories is studied at a high level of mathematical abstraction which complicates the elaboration of real consumption models; thirdly, the regularities laid on the basis of models are manifested on practice, but only in terms of stable economy. The research has concluded that the share spent in 2014 by the households on purchase of food and eating out equalled to 54%: 55% for urban households, 49% for rural households, which affirms the high level of population's poverty. The comparison of the level of main types of food consumption calculated per person in large and small cities and in rural zone has not showed much of a difference, apart from certain products. Thus, in terms of animal products in rural zones, population consume more milk and milk products, potatoes and bread products, less fish and fish products. This is explained by the fact that the majority of rural population grows potatoes and other vegetables in their vegetable gardens in order to make provision of the necessary food products. In order to increase affordability of food for all sections of population, it is necessary to elaborate the system of measures aimed at dropping the level of poverty, implement address support of low-income sections of the population and provide all population age-groups with balanced nutrition.