Trends in the Honey Market: Consumption Patterns of Honey and Consumer Acceptance of Flavoured Honeys

Paper's objective(s) and research backgroundThe honey market is influenced by changing consumer behaviour, emerging trends, and honey enriched by various additions.Following these factors, the aim of the paper is to explore consumption patterns related to honey, with a focus on preferences and reasons for consumption.Additionally, the paper examines consumer acceptance of new honeys enriched with additions, using flavoured honeys as an example. Data/MethodsThe consumer study is based on primary data obtained by a questionnaire survey combined with sensory testing conducted in Slovakia in 2022 on a sample of 249 participants.The survey aimed to identify consumer behaviour and assess the sensory aspects (colour, aroma, taste) of five flavoured honeys: honey with cinnamon, honey with pomegranate, honey with mint, honey with ginger, and honey with chocolate.Various statistical methods were used to identify consumer attitudes and preferences towards honey and potential additives. Results/Conclusions/Value addedResults showed that 36.1% of participants consume honey regularly several times a week, 27.3% of consumers consume honey 1-2 times per week, and 36.5% of consumers tend to consume honey only 1-2 times per month and during the winter season or illness.Key motives for consumption are taste and health benefits and consumers prefer honey from local beekeepers, with a liquid consistency, single species, and varieties such as agave, linden, and honeydew.The study indicated that 78% of Slovak consumers are aware of flavoured honeys, but only 53% had consumed them.The most preferred additives and flavours in honeys are cinnamon, ginger, chocolate, propolis, nuts, cocoa, sea buckthorn and pollen.Sensory evaluation of colour of flavoured honeys pointed out that honey with ginger is the most attractive, followed by honey with mint and honey with pomegranate.Additionally, with regard to aroma, consumers prefer honey with ginger, pomegranate and cinnamon.Regarding taste, results indicated that honey with mint, ginger, and pomegranate are the most preferred.The study also revealed a willingness of consumers to consume honey with mint, ginger, and pomegranate.The findings offer valuable insights for scientific research because consumer study combined with sensory analysis can be beneficial for further research in the field of new honeys enriched with health-promoting substances.Food companies may implement the findings in creating of marketing strategies and developing new flavoured honeys.Additionally, results are useful for policymakers in enhancing food policy and promoting public health.