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Buckwheat Honey Market Study Final Report

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Buckwheat Honey Market Study Final Report OCCASION This publication has been made available to the public on the occasion of the 50th anniversary of the United Nations Industrial Development Organisation. DISCLAIMER This document has been produced without formal United Nations editing. The designations employed and the presentation of the material in this document do not imply the expression of any opinion whatsoever on the part of the Secretariat of the United Nations Industrial Development Organization (UNIDO) concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries, or its economic system or degree of development. Designations such as “developed”, “industrialized” and “developing” are intended for statistical convenience and do not necessarily express a judgment about the stage reached by a particular country or area in the development process. Mention of firm names or commercial products does not constitute an endorsement by UNIDO. FAIR USE POLICY Any part of this publication may be quoted and referenced for educational and research purposes without additional permission from UNIDO. However, those who make use of quoting and referencing this publication are requested to follow the Fair Use Policy of giving due credit to UNIDO. CONTACT Please contact [email protected] for further information concerning UNIDO publications. For more information about UNIDO, please visit us at www.unido.org UNITED NATIONS INDUSTRIAL DEVELOPMENT ORGANIZATION Vienna International Centre, P.O. Box 300, 1400 Vienna, Austria Tel: (+43-1) 26026-0 · www.unido.org · [email protected] BUCKWHEAT HONEY MARKET STUDY Introduction Buckwheat Honey Market Study Final Report 0 3R STRATEGY LLC Business & Investment Consulting D E C E M B E R 2 0 1 5 BUCKWHEAT HONEY MARKET STUDY Content Contents Introduction ................................................................................................................................... 5 Background Information ................................................................................................ 5 Aim and Approach of the Project .................................................................................. 5 Assignment Purpose and Objectives ........................................................................... 6 Methodology ................................................................................................................... 8 Data collection sources ................................................................................................. 8 Data collection methods ................................................................................................ 9 Data collection instruments ......................................................................................... 10 Data processing and analysis ..................................................................................... 11 Honey Value Chain Diagnostics ................................................................................................. 12 Honey Value Chain Map ............................................................................................... 12 Value Chain Actors....................................................................................................... 13 Input Supplying ............................................................................................................ 14 Producing ...................................................................................................................... 16 Product ........................................................................................................................ 16 Producers .................................................................................................................... 17 Capacities ................................................................................................................... 17 Staff ............................................................................................................................. 18 Technology and production logistics ........................................................................... 19 Packaging and labeling ............................................................................................... 21 Costs and margins ...................................................................................................... 21 Prices .......................................................................................................................... 23 Marketing and sales .................................................................................................... 23 Wholesaling .................................................................................................................. 24 Retail Trade ................................................................................................................... 26 Export ............................................................................................................................ 26 Supporting Services..................................................................................................... 27 Honey Market Study .................................................................................................................... 29 Overview of Armenian Honey Market ......................................................................... 29 Types and origin of honey ........................................................................................... 29 Prices .......................................................................................................................... 31 Standards .................................................................................................................... 33 Sales volumes ............................................................................................................. 33 Consumer Analysis ...................................................................................................... 34 Consumer types .......................................................................................................... 34 Consumers preferences .............................................................................................. 34 Consumption directions ............................................................................................... 36 Marketing Experiments with Buckwheat Honey ........................................................................ 38 Consumers’ Opinion on Buckwheat Honey ............................................................... 38 Population ................................................................................................................... 38 Hotels and restaurants ................................................................................................ 39 Retail trade outlets ...................................................................................................... 40 Bakeries ...................................................................................................................... 40 2 BUCKWHEAT HONEY MARKET STUDY Content Acquaintance with Buckwheat Honey ........................................................................ 41 Willingness to buy buckwheat honey ......................................................................... 41 Population ................................................................................................................... 41 Hotels and restaurants ................................................................................................ 43 Retail trade outlets ...................................................................................................... 43 Bakeries ...................................................................................................................... 43 Consumers’ Preferences on Buckwheat Honey ........................................................ 44 Packaging ................................................................................................................... 44 Prices .......................................................................................................................... 44 Sales channels ............................................................................................................ 45 Export Market Analysis ............................................................................................................... 46 Overview of Global Honey Market .............................................................................. 46 Production and Consumption ...................................................................................... 46 World Trade................................................................................................................. 50 Potential Markets for Armenian Buckwheat Honey ................................................... 52 Why not Russia ........................................................................................................... 52 Why not Georgia ......................................................................................................... 53 Why not USA ............................................................................................................... 53 Why not Japan ...........................................................................................................
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