HONEY MARKET CHALLENGES: FLAVORED HONEY AS HEALTHY FOOD CHOICE FOR CONSUMERS

Abstract

The honey market has adapted to changing consumer preferences for healthy, sustainable produced, local, and high-quality food, which also leads to the development of new flavored honeys. The aim of the paper is to explore honey consumption trends and examine consumer acceptance of new flavored honeys. Consumer study is based on questionnaire survey combined with the evaluation of sensory attributes (color, taste, aroma, consistency, overall acceptance) of selected samples of flavored honeys (cinnamon, raspberry, cocoa and hazelnuts, grape powder, and ginger). The research was conducted in 2023 in Slovakia with a sample of 86 young consumers. Various statistical methods (the Chi-square test of independence, the Friedman test, Nemenyi procedure, extraction method principal component analysis and principal component analysis) were used to identify consumer acceptance and attitudes toward new flavored honeys. Results indicate that the younger generation tends towards occasional honey consumption, averaging up to 3 kg per year. Furthermore, the results showed that nearly 70% of consumers consume flavored honey and prefer honeys with propolis, pollen, royal jelly, ginger, and cinnamon. The motives for consumption are primarily taste and health benefits and key factors influencing the purchase and consumption of flavored honeys include quality and composition. Sensory evaluation highlights positive evaluations for color of honey with raspberry; aroma, taste, and overall acceptance of honey with cinnamon; and taste of honey with cocoa and hazelnuts. The findings underscore a shifting preference among younger consumers towards flavored honeys, indicating a growing market demand driven by both taste preferences and perceived health benefits, potentially reshaping the honey consumption patterns towards new and value-added products. Consumer study offers new insights for scientific research and provide valuable information for honey producers in developing and marketing of new flavored honey. Additionally, it contributes to public health awareness, emphasizing the significance of flavored honey consumption.