The purpose of the article is to analyse the market of environmentally friendly food products on the territory of the European Union and Ukraine and identify market trends, as well as compare indicators in context of development of environmental marketing concept. Research methods. In the research process were used the following scientific methods: the methods of analysis and synthesis for implementation of data collection and their further analysis in a part of development of the organic products market in the European Union and in Ukraine; the comparative method for comparing obtained indicators of the market situation of the European Union countries and Ukraine. Research results. The study found that eco-safe production has a positive dynamism for growth worldwide and in particular in the countries of the European Union. Given the research results and data of individual indicators, Ukraine is no exception. Paying attention to economic indicators, it can also be argued that Ukraine is developing rapidly enough in this direction and domestic producers can be competitive on the markets of European countries, given natural resource potential and positive dynamics in financial and economic indicators. Elements of scientific novelty. According to the research results, there was theoretically and practically justified the fact that due to the concept of ecological marketing and its development, domestic agricultural enterprises can not only produce environmentally safe products, but also be competitive in the European Union markets, taking into account the European integration vector of Ukraine, modern positive dynamics of development in this direction and natural resource potential of the country. Practical significance. The research results are of great practical importance both for private entities and public authorities, responsible departments and controlling bodies in the agro-industrial sector and ecologically safe production in particular. Tabl.: 1. Figs.: 10. Refs.: 11