Because of the increasing competition in the food market there is tough competition among Latvian, Baltic and West European manufacturers. The article highlights a number of indicators of quality, which are used for evaluating the competitiveness of products. The authors define the tasks for increasing quality of products in the conditions of rising competition in the market. The authors also outline specifics and limitations of methods.used for evaluating competitiveness and come up with recommendations on the most effective use of these approaches.. The aim of the article is to define the main problems in evaluation of the competitiveness of goods. The authors formulate the desired criteria for the ‘‘Cheders 50 %’’ cheese and the yellow variety of ‘‘Cheders 50 %’ cheese. The Latvian goods, e.g., such as cheese products, should use their comparative advantages, and measures should be taken so that these products can become competitive in the European Union. These measures cover development of the market, improvement of quality, product design and packing.