An Insight into Preference, Quality Perception and Attitudes towards Honey Consumption in Tunisia

Honey consumption has increased these past years. Unfortunately, this growth on market may contribute on the spread of honey adulteration. The present study aimed to assess honey consumption habits, preferences and quality perception by Tunisian consumers. A 502 respondents' survey was conducted. Survey results indicate that most of respondents (93 %) are honey consumers. Frequency of consumption ranged between 2 to 3 times a week for 31.9% of respondents and 2 to 3 times a month for 26.3%. Regarding the place of purchase, beekeepers and producers were by far the most declared (75.1%) place. Survey results showed that 83.3% of consumers preferred local honey with slight preference for monofloral honey (51%). Survey respondents did not show particular preferences for honey color (light for 47.6 %, dark for 44.8) or texture (creamy for 45.6%, liquid for 37.8%). Majority of participants (61.6%) trust the product they buy and believe that they are not defrauded. The place of purchase reassures 41.4% of respondents about the lack of adulteration. In conclusion, this study highlights the importance of strengthening the short food supply chain for the development and the promotion of honey value chain. It also indicates the need to implement further tools ensuring food traceability and authenticity to protect consumers.