Mineral content as an aspect of nutrition marketing: case study of honey market in Slovakia

Šedík, Peter; Horská, Elena; Adam, Štefan; Miškeje, Michal

Mineral content as an aspect of nutrition marketing: case study of honey market in Slovakia

2020

Šedík, Peter | Horská, Elena | Adam, Štefan | Miškeje, Michal

The aim of this study was to evaluate mineral content of various samples of honey produced in Slovakia and, at the same time, to study the consumer behaviour and knowledge on nutritional aspects of honey. Twenty-four honey samples were analysed by inductively coupled plasma optical emission spectrometry (ICP-OES) and contents of nine minerals was determined (Ca, Cu, Fe, K, Mg, Mn, Na, Se, Zn). Consumer research was conducted via a questionnaire survey and 501 honey consumers were involved. The results showed that honey samples contained minerals (in descendent order) K > Ca > Mg > Na > Fe > Cu > Zn > Mn > Se. Average total content of minerals according to types of honey decreased in the order honeydew honey > linden honey > multifloral > sunflower. Selenium was detected only in sunflower honey. Consumer research revealed that only 27 % of respondents knew about minerals and mostly stated these minerals in the following descending order: Ca > K > Fe > Mg. The interdisciplinary insight provided important information for nutrition marketing, which can be used by beekeepers who are selling honey directly to consumers. Moreover, higher awareness of the nutritional value of honey may help to increase its consumption in the society.

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