PHYSICAL-CHEMICAL CHARACTERIZATION, PHENOLIC CONTENT AND CONSUMER PREFERENCES OF Apis mellifera HONEY IN SOUTHERN JALISCO, MEXICO

Honey is a sweet natural substance produced by bees (Apis mellifera L) from flower nectars and is considered an important part of traditional medicine. This study was carried in Southern Jalisco, Mexico, to characterize honey and identify consumer preferences. The variables evaluated were pH, total soluble solids, water activity, color, and total phenolic content; antioxidant capacity was determined with the DPPH and ABTS methods. Also, 384 questionnaires were applied to determine consumer preferences. The results were analyzed with an ANOVA. The pH of the honey samples ranged between 3.68 and 3.91. Soluble solids were 78.5-81.37 degrees Brix, and water activity was 0.573-0.638. Pfund degrees were between 34 and 125mm; 10 samples were amber-colored (73-113), four were dark amber (103-125), three were light amber (62-82), and one was white (34mm). Antioxidant capacity showed values of 35.364 -16.371 and, 52.787 -12.189 mu M Trolox equivalent (TE)/100g honey, respectively. Total phenolic content varied between 62.131 and 136.841mg GA/100g. Of the studied population, 88% consumes honey; of these, 48% consume it because of its health benefits and 23% use it as a sweetener. Consumers prefer amber-toned honey of natural flavor and liquid consistency in presentations of 500 and 1000ml. Fifty-one percent of the consumers acquire honey directly from producers and 26% in commercial establishments. They are willing to pay US$ 3.33-4.44 per liter. Because of its quality, the honey studied from the municipalities of Southern Jalisco is suitable for commercialization in international markets, and could generate economic resources for the region.