This study made a comparison between the honey market segmentation in Romania and Ireland. The research was based on the quantitative and qualitative methods. The segmentation revealed very big differences between the Romanian and Irish Consumers. The attributes for which honey is appreciated are totally different from one country to another. Romanian people are more interested in the qualities like: natural, medical or sweet taste of the product, while Irish people are more concerned on the dimension of the scale of production, on price and texture. These findings prove the differences in life style, behaviour and way of thinking between Romanian consumer and Irish ones.