Abstract
We investigated the consumption habits and purchase patterns of honeys in the Lower Amazon, in order to support the apicultural activity and honeys marketing. We interviewed 600 potential honey consumers in supermarkets and farmers’ markets in the Metropolitan Region of Santarém, Northern Brazil. Most participants (57%) consume honey because it is a healthy (65%) or tasty (35%) product. Those who avoid consuming it (43%) justify such choice by their lack of habit (51.2%) or because they do not like the taste (30.2%). Interestingly, 35% of consumers said they had never actually bought honey. Meanwhile, 91.8% of usual buyers prefer buying honey directly from producers or at farmers’ markets. In this context, they mentioned color (48.6%) and texture (18.9%) as important characteristics for deciding to purchase honey. These consumers perceive honey as good for health and as a medicine and prefer to consume it pure. Finally, 44% of respondents did not consider honey a cheap product, although the price proved to be a less relevant criteria for purchasing. We conclude that the Metropolitan Region of Santarém provides consumers with limited information about regionally produced honey. However, we highlight that local producers transmit greater safety to consumers during the sale of honey.
Highlights
Honey is the most popular item produced by bees
The Brazilian Northern region accounts for 2.5% of the national honey production; the close relationship between native/exotic bees and the Amazon forest in the region highlights the attractiveness of honey from the Amazon
The study was carried out in the cities of Belterra, Mojuí dos Campos and Santarém, an urban cluster known as the Metropolitan Region of Santarém (MRS), instituted to boost the region's economy (Figure 1)
Summary
Honey is the most popular item produced by bees. This is related to factors ranging from its nutritional characteristics, i.e., amino acids, carbohydrates, proteins and enzymes, to the growing concern about consuming foods with health benefits (Roman, Popiela-Pleban, & Kozak, 2013). Data on national honey production distinguish beekeeping in the Brazilian economy, especially because almost 60% of this production is exported. The growing trend of consuming honey as a health food has increased the demand for this product. Many consumers still do not have access to adequate information about the production, types and origins of honey (Yeow, Chin, Yeow, & Tan, 2013), especially in local businesses
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