Unveiling Generation X Taste: Flavoured Honey Preferences in Slovakia and Hungary

Paper's objective(s) and research backgroundConsumers are increasingly drawn to honey for its sweet taste and perceived nutritional benefits, including antioxidant properties and potential health advantages.Currently, new types of honey enriched with different flavours are coming to the market and are characterised by growing consumer interest.Flavoured honey is an innovative product that combines the natural sweetness of honey with a variety of complementary flavours and is described by higher antioxidant properties and nutritional values compared to traditional honey.The main objective of the paper is to study preferences for flavoured honey among Generation X both in Slovakia and Hungary. Data/MethodsThe research is based on primary data collected through an online questionnaire survey administered to Generation X respondents in Slovakia and Hungary in 2022.In each country, 286 responses were collected.Multiple correspondence analysis (MCA) was applied to study differences in consumer preferences of Generation X in the case of multiple choice questions (whether they know and purchase creamed and flavoured honey) in Slovakia and Hungary.Using the Friedman test, we identified the flavours that respondents in selected countries prefer. Results/Conclusions/Value addedIn Slovakia, honey is consumed mostly a few times a week, while in Hungary, it is consumed a few times per month.In both countries, the average annual honey consumption of the respondents is between 2 and 3 kilos.The MCA identified significant differences in the awareness of creamed honey and flavoured honey across selected countries.Respondents in Slovakia tend to know flavoured and creamed honey but do not purchase it.In Hungary, the data indicated that respondents either tend to know these two categories of honey and purchase them or do not know them.In addition, the results of the consumer study show statistically significant differences in preferences for flavoured honey.Based on the data, respondents of Generation X in Slovakia prefer flavoured honey with propolis, bee pollen, and royal jelly, followed by forest fruits, ginger, and cinnamon.In Hungary, the results slightly differ.Respondents of Generation X in Hungary prefer flavoured honey with forest fruits, propolis, and royal jelly, followed by bee pollen, ginger, and nuts.In both cases, spirulina was evaluated as the least attractive flavour of honey.The study provides important information for honey producers, and understanding these aspects of consumer behaviour can help honey producers tailor their strategies to meet the evolving preferences and demands of the market.