The objective of the study is to develop a strategy for Hungarian honey sales based on the consumers’ purchase habits. Altogether 902 people were asked randomly by questionnaire. Data collection was carried out personally in hypermarkets as well as fruit and vegetable markets (in Debrecen, Nyíregyháza, Szolnok). Altogether 821 questionnaires were evaluated. Cross tables were created according to sex, age, qualification and income. Data coherences were analysed through Pearson Chi2 statistical method. Main findings are as follows: · There are many different types of honey produced in Hungary, but people don’t know too much about them, they consume only a few of them. · Mainly the so-called traditional acacia and flower honey are consumed. · Analysing the variables we didn’t find significant differences in the different groups; most important criteria when purchasing honey are quality, price, type of honey and quality of packaging. · Older people take into consideration mainly the price, name of the producer and size of packaging. · Most of consumers purchase honey only a few times per year, or monthly and mainly in hypermarkets or directly from the producer.