Beekeeping activity and consumer perceptions in the Cariri region of Paraíba

Abstract

Honey is the main product of beekeeping, resulting from the processing of nectar and sap by bees and its storage in the cells of beehives. Honey is mainly food for bees, and only what is extracted is used for human consumption and sometimes reintroduced as food for bees, but it is popular among consumers for its composition and nutritional and healing properties. Although honey is the best-known product of beekeeping, there are also several other bee products, such as beeswax, pollen, royal jelly, and propolis. Beekeeping is consistent with the three pillars of sustainability: social, economic, and environmental, as it supports job and income generation, especially for family farmers, providing well-being and development for rural people and helping to foster local development. In addition, the activity contributes to the balance of the ecosystem and the maintenance of biodiversity. According to the Food and Agriculture Organization of the United Nations (FAO), developing countries lead the way in honey consumption. In 2024, Brazil produced 61 million kilograms of honey, standing out as one of the world's largest producers. Piauí is the largest regional producer, with the municipality of Conceição do Canindé standing out for its high per capita production. Honey production in northeastern Brazil is an important activity in supplementing the income of small rural producers, primarily. Piauí is the largest regional producer, with the municipality of Conceição do Canindé standing out for its high per capita production. Honey production in northeastern Brazil is an important activity in supplementing the income of small rural producers, especially in the Semi-Arid region, where production is concentrated. Honey production is a growing activity in Paraíba, due to its operational and economic viability, even in semi-arid regions, as it provides a good economic return and has a large market. The state produced 364,192 kg of honey in 2021, with a production value of R$ 7,697,000, according to the Brazilian Institute of Geography and Statistics (IBGE). The state occupies a prominent position in honey production in the Northeast region. Honey production in Paraíba in 2024 has stood out, with events such as the Honey Festival in São José dos Cordeiros, which celebrate the local beekeeping tradition and attract tourists. The state is also receiving investments to structure the honey production chain, aiming at the sustainable development of the semi-arid region of Paraíba. Several studies emphasize that honey can be considered a superfood associated with various health benefits, containing valuable nutrients such as physiologically significant amino acids and bioactive substances such as vitamins, phenols, flavonoids, fatty acids, and organic acids, which influence its nutritional value and health-promoting properties. These therapeutic and nutritional properties are an appeal to consumption. In general, bee products, recognized as beneficial to human health, are well known, however, some consumers prefer to buy and consume honey due to its nutritional functions, which are mainly energetic. The objective of this study was to examine the intention and verify consumers' views on honey production and differences in honey preferences. The study is based on primary data obtained through an online survey with a sample of 150 people from municipalities in the Cariri region in the state of Paraíba, 73% of whom were female and 27% male. Of these, 87% said they consume honey frequently, compared to 13%. The reason for consuming honey is as food (44%), medicine (45%), and both (11%). The consumers interviewed have a positive view of beekeeping and its products, especially honey. Many consider honey to be a healthy and tasty product, preferring to buy it directly from beekeepers (72%), at open-air markets (17%), natural product stores (14%), supermarkets (13%), and pharmacies (7%). To find out if consumers value quality, the origin (especially local or regional) was asked if they usually read the labels on honey packaging, and only 37% of respondents said they were concerned about this. The most important factor in the use of honey is whether it is raw (53%) or processed (24%), with the remaining respondents having no preference (10%) or unable to answer (13%). The results presented may inspire local producers, managers, and technicians to seek opportunities for optimize the activity in order to stimulate consumer purchasing behavior.