The article examines the current state of production and promotion of bread and bakery products in Ukraine. The article provides basic recommendations for improving marketing activities in the field of promotion and suggests the main directions for increasing the competitiveness of bakery products. The market of bakery products has a number of specific features that should be taken into account in its formation and operation: bakery products are designed to meet the vital needs of the end consumer and are perishable, so they are not subject to long-term storage; the supply and demand for bakery products in all regions are traditionally large, and the range of goods on the market is quite wide; the demand for bakery products may be lower than the needs of consumers, because taking into account national traditions, as well as due to low incomes and underdeveloped transport and marketing infrastructure, the population is partially self-sufficient through home baking; the national peculiarity of the consumption of bakery products is connected with the preference for "live breads"; as socially significant for a country where the share of the poor is still large, the bakery market is subject to state regulation, and given the regional peculiarities of market formation and the economic situation in it, the methods of state regulation may be different.