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Information on consumers’ preference plays a key role in food industry development and offers new opportunities in
agribusiness. The study examined the consumers’ preference for honey and its attributes in Ibadan North Local Government
Area of Oyo State, Nigeria. Primary data were collected with the aid of a structured questionnaire using multi-stage sampling
procedure. The data were analyzed using descriptive statistics. The mean age and household size of the respondents were 38
years and 5 persons respectively. Seventy-five percent of the respondents were aware of the health benefits of honey and
consumed honey. Majority (93.2%) of the consumers preferred honey to other sweeteners with local honey being commonly
consumed. Supermarkets and local markets were the common points of purchase. The preferred attributes considered in the
purchase of honey were: quality of honey (97.26%), packaging (61.64%), labeling (45.20%) and price (27.40%). Household
size (0.3304), health benefit awareness (0.9629) and quality (1.8530) significantly (p<0.05) influenced consumers’
preference for honey. The study recommends that local honey processors and distributors should improve on the quality,
packaging and labeling of honey in Nigeria.
Key words: Honey, preference, packaging, labeling, quality