Honey is a staple food of animal origin with many beneficial properties. Hence, studying consumption and purchasing habits is an important issue. Our research aims to present the market situation and conditions of the domestic beekeeping sector from the consumer's point of view. We considered it appropriate to present the beekeeping market because the European Union is the second largest honey producer in the World, and Hungary is one of the largest honey producer in the EU. Thus, global and EU trade changes, market trends and changes in consumer habits are significant factors influencing the domestic situation. The research aims to find out the direction of honey consumption and purchasing patterns and trends in European honey consumption. The market situation is presented through a review of the relevant domestic and foreign literature, and statistical databases (EU Member States' honey programmes, KSH, OMME, Statista databases and reports) are analysed. We chose an online questionnaire survey method to assess consumption and purchasing habits in Hungary and present the results in comparison with similar Hungarian studies. To analyse the situation in Europe, we have collected and analysed relevant research reports and primary and secondary studies from several EU countries. Finally, the data from each country are compared, highlighting similarities and differences, to define a typical European honey consumer profile.