Consumer behaviour of young generation in slovakia towards cocoa-enriched honey

Peter Šedík , Elena Horská , Eva Ivanišová , Miroslava Kacaniova , Andrzej Krasnodębski


The new trend of healthy lifestyle increases consumers´ attention towards superfoods or functional food. Due to this fact, honey enriched with various healthy foods such as cocoa, cinnamon, ginger or dried fruits has started to appear on the European market. The aim of this research paper was to investigate consumer´s perception and preferences for cocoa-enriched honey. Consumer research was based on questionnaire survey extended by product testing. This survey was conducted in 2018 (February and March) and in total 257 young Slovak consumers between 18 - 30 years participated. Each respondent tested and evaluated sensory attributes of the product (taste, aroma, colour and texture) using a 5-point scale. Statistical analyses included Friedman test, Mann-Whitney U test, Fisher's Exact Test, Pearson Chi-square test and Cramer'V coefficient. Results showed that the cocoa-enriched honey was evaluated as tasty, aromatic, gently, delicious, special, with ideal sweetness and amount of cocoa. All sensory attributes were evaluated positively (2 - good). Females were more interested in the purchase of this product. Moreover, the product would be purchased mostly by respondents who consider it a healthier alternative to commercial chocolate spreads or by those who consider their eating habits healthy. Laboratory tests revealed that the antioxidant activity of the product was higher in comparison to normal honey. In conclusion, the obtained information could be used in product positioning, promotion and designing appropriate marketing strategy.
Author Peter Šedík
Peter Šedík,,
, Elena Horská
Elena Horská,,
, Eva Ivanišová
Eva Ivanišová,,
, Miroslava Kacaniova
Miroslava Kacaniova,,
, Andrzej Krasnodębski (FoAE / RE-KZiMA)
Andrzej Krasnodębski,,
Journal seriesPotravinárstvo, [Potravinárstvo], ISSN 1338-0230, e-ISSN 1337-0960, (N/A 40 pkt)
Issue year2019
Publication size in sheets0.5
Keywords in Englishhoney, cocoa, product testing, questionnaire survey, Slovakia
ASJC Classification1106 Food Science
Internal identifierWRE/2019/23
Languageen angielski
Score (nominal)40
Score sourcejournalList
Publication indicators Scopus SNIP (Source Normalised Impact per Paper): 2018 = 0.504
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