Exploring Honey Consumer´s Behaviour of Urban Millennials in Slovakia: Pilot Study

The aim of this paper was to study consumer behaviour of urban millennials in Slovakia. Research is based on primary data obtained from an online questionnaire survey in 2021. Research sample comprises 179 urban honey consumers between 25 – 30 years. Results showed that honey is mainly consumed due to medicine purposes during winter and illness period. The most respondents indicated occasional consumption with annual consumption up to 1 kg. The most preferred types of honey were both acacia and linden honey. This segment mostly purchases honey at retail stores or directly from beekeepers. Quality and taste were evaluated as the most important factors.