Tendencias y estrategias innovadoras en la comercialización de la miel: Revisión bibliométrica y sistemática

Honey is the most recognized and widely marketed beekeeping product worldwide. This article aimed to perform a bibliometric analysis and a systematic review of the available literature on scientific works related to honey marketing. The database consulted was Scopus. The terms "bee AND honey AND marketing" were used, and only documents in English were included. The tools used for data analysis were Bibliometrix and VOSviewer. A total of 89 articles published between 1999 to 2024 were identified, originating from more than 20 countries, including Ethiopia, Indonesia, and India. The year 2021 was particularly significant, with the highest scientific output recorded, with 15 publications. These reviewed studies had clear objectives, including constructing a honey marketing mix, defining consumer profiles, and analyzing the reasons for purchasing and consuming this product; as well as topics related to production processes, quality control, labeling, and sustainability. Nonetheless, the relatively small number of articles found in systematic scrutiny revealed a concerning gap in the scientific literature on honey consumption, particularly regarding its marketing. This gap represents an opportunity, especially in Peru, where no prior research on this topic was identified. Furthermore, the limited internationalization of scientific work and the limited cooperation between authors from different countries underscore the need to promote joint initiatives. Overall, this study highlights research gaps while expanding scientific understanding of honey marketing, offering insights that support sustainable commercialization strategies and guide future research at both the local and global levels.