Honey Market Research
From 2012 to 2013, there was an increase from 54 percent to 70 percent in consumers reporting that they purchased honey in the past year. Among moms, honey purchases increased from 61 percent to 75 percent in the past year.
Among Current Users who say their households are consuming more honey than last year, there was an increase from 16 percent in 2012 to 31 percent who cite that honey is healthier/better for them.
Honey continues to be used predominantly for food-related purposes, including in tea (55%), as an ingredient in a recipe (51%), and on toast/biscuits/muffins/cornbread (46%).
Over half of consumers are likely to use honey for non-food purposes. Among non-food purposes, consumers are most likely to use honey as a cough suppressant. One in five moms reports using honey as a cough suppressant/throat soother (19%).
From 2012 to 2013, there was a slight increase from 65 to 70 percent of consumers reporting that it is extremely or very important to them that honey is pure.
Current Users are most likely to incorrectly assess the statements about purity: Pure honey has ingredients other than honey. The darker the honey, the more pure it is and Honey without pollen is not honey all of which are false.