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PurposeThe aim of this paper is to study the consumer perception of functional foods and to identify determinants of functional foods consumption in Slovakia.Design/methodology/approachThe research is based on primary data obtained by conducting an online questionnaire survey in 2021 using the snowball sampling method (n = 1,138 Slovak respondents). By applying inferential and multivariate statistics, several segments of functional food consumers were identified.FindingsResearch identified three segments of functional food consumers in Slovakia differing in the agreement scores of the four dimensions of beliefs about functional foods. The “Skeptic” is the largest segment, comprising 52% of the sample. Consumers have higher agreement on the risk beliefs and lower agreement on the benefit, trend and interest beliefs. These consumers do not consume functional food regularly. The segment “Less interested”, comprising 35% of the sample, has average agreement scores, and consumers consume functional food occasionally or regularly. The “Enthusiastic” is the smallest segment, comprising only 12% of the sample. Consumers have high agreement on the benefits and interest beliefs and low agreement on the risk beliefs. Most consumers consume functional food regularly and are focusing on functional product features.Originality/valueThe results provide essential information for both the academic and commercial field. Obtained information can be used by producers of functional foods to better understand their customers as well as to improve their marketing strategies on the Slovak market.

PurposeThe aim of this paper is to study attitudes and perception of Slovak consumers toward healthy food in terms of consumption, as well as to identify key factors during the purchasing process.Design/methodology/approachAn online questionnaire survey was conducted using snowball sampling method in Slovakia (n = 1,138 respondents) between March and May 2021. By applying categorical principal component analysis, five latent factors were identified. Moreover, non-parametric tests (Chi-square test for independence, Kruskal–Wallis H test) were carried out to study differences between age cohorts.FindingsResults showed that Slovak consumers mostly perceived as very healthy the following food categories: fruit, vegetables, honey, juices made of fruit and vegetables, fish meat or cereals, nuts and seeds. Moreover, research has identified five latent factors, which consumers mostly consider during purchase of healthy food as follows: price-marketing factor, information and composition factor, authenticity factor, quality factor and factor of motivation.Originality/valueResearch paper gives an important insight about consumer behavior and perception toward healthy food in Slovakia. Results provide valuable information for producers in terms of marketing and communication strategies. In addition, provided information can be used by policymakers for improving food policy to foster public health in the society.

PurposeThe purpose of this paper is to investigate different profiles of honey consumers in Slovakia and Romania by using a segmentation approach, thus supporting honey producers from both countries and promoting the consumption of honey for both food and health benefits.Design/methodology/approachA paper and online survey was conducted in two representative regions of Slovakia (n=2,138) and Romania (n=1,100), between November 2017 and February 2018. By carrying out a two-step cluster analysis, several segments of honey consumers based on consumption patterns, demographic profile, purchasing behaviour and honey preferences were defined.FindingsIn both countries, honey is mostly consumed as food product and medicine and the majority of consumers think honey has healing effects. Based on the data, the authors identified similar segments in Slovakia and Romania, in terms of frequency and annual consumption (“maniacs” or “loyal consumers”, “regular consumers”, “occasional consumers” or “sporadic consumers” and “irregular consumers”), but, at the same time, those segments are different in terms of the way in which honey is consumed (multipurpose or direct consumption, spreads, beverages and ingredients for cooking).Originality/valueThe findings provide honey producers–beekeepers a wider information base, which can increase effectiveness of price, distribution and marketing communication strategies. Furthermore, knowledge from results will allow producers to specialise and place the production by designing different marketing strategies in different segments.