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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 ...........................................................................................................