Purpose: to confirm the unique phenomenon of the global pandemic as a determinant that transforms the existing theoretical concepts of sustainable economic development of national economies and industry markets in the shortest possible timeMethods: methods of comparative analysis, a case-method and a method of formal modeling to identify the characteristics of demand in the oil and gas industry. Results: the main determinants of changes in demand in the oil and gas industry are identified, including: first, the influence of COVID-19 on industry markets; second, the specifics of the OPEC+ behavioral model; and third, the "layering" of objective effects of a non-economic nature and subjective effects of the behavioral economy. Conclusion: the emergence of new adaptation models of business and product strategies, as a market response to the global pandemic, is designed to smooth the processes of" turbulence " in the oil and gas industry and preserve its sustainable development.