SUMMARY
The paper considers the results of the complex quality estimation and competitiveness determination of tomato juices of different producers, exported in European countries.The complex estimation of tomato juices quality was realized according to the results of studying organoleptic (color, taste, smell, consistence) and physical-chemical (content of dry substances, ß-carotene, flesh, mass share of titrated acids) parameters of 4 samples. According to the results of the complex qualimetric estimation, the highest value of the integral quality parameter was reached by tomato juice of ?? «Galici?» (Ukraine) (0,86). The lowest value of this parameter was established for experimental samples of tomato juices of ?? «Rich» (Ukraine) (0,65) and ?? «Sandora» (Ukraine) (0,61). The lower value of the integral quality parameter was inherent to juice of TM «Sadochok» (Ukraine) (0,40), explained, first of all, by insufficiently saturated and homogenous red color with inclusions, watery and liquid consistence, content of side admixtures, signs of stratification.The competitiveness of tomato juices was estimated, taking into account functional, esthetical and economic quality parameters. The basic commodity was determined as tomato juice of ?? «Galici?» by the results of the complex quality estimation. According to the obtained results, tomato juice of ?? «Rich» was found competitive by the ratio of functional, esthetical and economic parameters (1,19) that is conditioned by high esthetical and functional indices and also moderate price of realization. The relatively high (but less one unit) competitiveness level was inherent to juice of ?? «Sandora» (0,97) by the expanse of a high realization price at rather high esthetical and functional indices. It has been determined, that juice of ?? «Sadochok» is least competitive because of worst esthetical indices, despite a low realization price.Thus, the main factor that influences the competitiveness of juices is a “price-quality” ratio. The obtained research results of the tomato juices quality and the used methodology of their competitiveness estimation may be useful for retail representatives (categorical managers) for the effective realization of products under conditions of competitiveness.