DOI: https://doi.org/10.5513/JCEA01/26.4.4698
Original scientific paper
Honey consumption patterns: Habit or choice? A comparative study in the Visegrad region
2025, 26 (4) p. 1101-1117
Peter ŠEDÍK, Kristína PREDANÓCYOVÁ, Cristina POCOL, Titanilla ORAVECZ
Abstract
Honey has become more and more popular in the context of healthy lifestyle trends in the food market. The main objective of the paper is to identify profiles of honey consumers based on their consumption patterns (childhood as well as adulthood) in the Visegrad region. The study is based on primary research conducted in 2022 by implementing an online survey both in Slovakia (n = 1,532) and in Hungary (n = 1,178). Several segments were created by implementing a two-step cluster analysis based on honey consumption in childhood as well as on current honey consumption. Four similar segments were identified in both countries. Two segments indicated the same consumption patterns as in childhood, which reflects a certain degree of habit, while two segments indicated different patterns in consumption of honey between their childhood and current consumption, which reflects a certain degree of conscious choice. Moreover, clusters with regular consumption of honey tend to have both a healthy diet and a healthy lifestyle. The findings provide important information for beekeepers to understand patterns and reasons for honey consumption among their customers. Acquired knowledge will help to improve marketing strategies and marketing activities aimed at fostering both consumption and sales of honey directly to consumers.
Keywords
consumer clusters, consumer behaviour, consumption habits, honey
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