Honey is considered to be a complex food due to its rich nutritional value and biological variability. In general, honey is perceived as a natural sweetener and widely accepted by consumers as a healthy alternative to sugar. Moreover, it contains a wide spectrum of vitamins, minerals, enzymes, amino acids as well as antioxidant compounds such as phenolics acids and flavonoids (Pyrzynska and Biesaga, 2009; Weston, 2000; Kačániová et al., 2015). Besides nutritional value, honey has many antimicrobial and healing properties. In medicine, honey is used for curing various diseases including skin wounds, colds or diseases of gastrointestinal character. Nowadays, honey is frequently used in apitherapy which is an important part of the complementary and alternative medicine. Honey and other bee products are commonly used in pharmacy as diet supplements, prophylactic agents or drug components (Gašic et al., 2014; Lusby et al., 2005; Al-Mamary et al., 2002).

Cocoa powder is a plant-based product, which is obtained by milling roasted cocoa nibs and contains more than 300 constituents including minerals, polyphenol acids and flavonoids. Many studies have proven its antioxidant, antiinflammatory and cardio-protective properties. Approximately 30% of polyphenol content is made by flavonoids (procyanidin, catechin and epicatechin) therefore this product has a significantly higher antioxidant activity than for example pomegranate, blueberries or cranberries. There is no doubt that cocoa powder has potential health benefits and is perceived by many consumers as a functional food (Todorovic et al., 2017; Araujo et al., 2013; Lapčík et al., 2017; Godočíková et al., 2016; Kozelová et al., 2014).

Due to the increasing attention of consumers towards healthy products and functional food, new honey-based products appeared on the European market. Usually, these products are a combination of honey and other healthy foods such as nuts, dried fruits including cherries, prunes, apricots or even various spices (cinnamon, ginger, chilli or cocoa powder). Sometimes, honey is mixed with other bee products such as propolis, pollen, royal jelly or bee bread. The final product (enriched honey) usually has higher antioxidant properties as well as nutritional value (Kowalski and Makarewicz, 2017; Ćetković et al., 2014; Tumbas et al., 2012; Vulić et al., 2015; Wilczyńska et al., 2017).

Respondents firstly evaluated product´s taste, aroma, colour and texture using a 5-point scale (1 – very good and 5 – very bad). By applying the Friedman test, the differences between these sensory attributes were tested. Based on the results, the first hypothesis was confirmed (p-value = 0.014). In average, all attributtes were evalueted as good. The best evaluation obtained texture (2.29) followedby taste (2.32), colour (2.33) and aroma (2.46). Moreover, Figure 2 illustrates sensory evaluations according to gender. Based on the Mann-Whitney U test, there do not exist significant differences in evaluations between males and females. However, it could be stated that females evaluated slightly better. Similar sensory evaluation was conducted by Šedík et al. (2018a).

Next, respondents evaluated selected characteristics of the product displayed by a 5-point scale using modified semantic differential. In general, results showed that respondents perceived product positively. On average, product was evaluated as tasty (2.3), with ideal sweetness (1.6), aromatic (2.3), gentle (2.6) delicious (2.3) special (2.4) with adequate amount of cocoa (2.4). The product was perceived neither irresistible nor average (3.2), and as for the question whether it has more honey or cocoa taste, respondents felt slightly more the taste of honey (2.7). Furthermore, Figure 2 illustrates evaluations of semantic differential by gender. It could be observed that females evaluated all selected characteristics more positively. Nevertheless, the only statistically significant differences were proven and hypothesis 2 was confirmed (see Table 1) in terms of tasty/disgusting (p-value = 0.044), delicious/tasteless (p-value = 0.039), special/ordinary (p-value = 0.037) adequate/too much amount of cocoa (p-value = 0.030) and honey taste/cocoa taste (p-value = 0.003). Females felt the taste of honey more intensively than males. The third hypothesis assumed differences between males and females in purchase intention of the product. Application of Fisher's Exact Test proved that there exist statistically significant differences. Females are more interested in product purchase than males (Figure 4). The main motives of purchase were taste, followed by health aspect while the frequent reasons of not purchasing the product were too intensive sweet and honey taste, or simply preference of normal honey. Besides purchase motives and barriers, the study investigated the impact of healthy eating habits on purchase intentions. By applying Pearson Chi-square test, hypothesis 4 was confirmed and there exists statistically significant dependency (p-value = 0.000). Based on the results, it could be concluded that the majority of respondents who do not consider their eating habits healthy at all, would not purchase cocoa-enriched honey (Figure 5).

Hypothesis 5 assumed dependency between product perception as a healthier alternative to commercial spreads and purchase intention. Based on the result of Pearson Chi-square test, this hypothesis was confirmed. The majority of respondents who perceive this product as a healthier alternative would purchase it (Figure 6).

In addition, respondents representing the young generation consume honey mostly occasionally. This situation could be improved by health promotion campaigns even in the framework of school catering programs (Bittsánszky et al., 2015). According to Guziy et al. (2017), honey consumers in Slovakia mostly consider the country of origin, type and price before purchasing a product. The size and design of packaging play the least important role, which was proven by applying an eye-tracking experiment as well (Hazuchová et al., 2018). Table 2

In order to study if enrichment of honey by cocoa powder would increase antioxidant activity and prove the hypothesis, the product was analysed in laboratory conditions.

Consumer research showed that cocoa-enriched honey obtained positive evaluations among young consumers in Slovakia. Taste, aroma, colour and texture was evaluated as good. Furthermore, the product was described as tasty, aromatic, gentle, delicious, special, with ideal sweetness and adequate amount of cocoa. The product scored as neither irresistible nor average and the dominant taste of the product was neither honey nor cocoa. However, females felt the honey taste more than males. In some characteristics, females evaluated this product more positively.

In general, the majority of respondents would purchase the product. However, female consumers were more interested in product purchase than male consumers. Moreover, respondents who considered their eating habits healthy and those who perceived this product as a healthier alternative to commercial chocolate spreads had higher willingness to purchase it.

Regarding the antioxidant activity, the tested products obtained a few times higher results than normal honey, therefore, it is assumed that this combination of two ingredients increases the overall benefits for health of final products. In fact, this observation could be used in tailoring a suitable marketing strategy and product positioning as a functional food. The target group should be female consumers who are interested in healthy lifestyle.