Submitted by The National Honey Board

 

A survey found that 93% of consumers consider honey to be a natural sweetener. The National Honey Board, Firestone, Colo., commissioned the survey to measure consumer perceptions of honey as a sweetener and as an ingredient in a variety of packaged foods, including yogurt and beverages.

 

The survey also found that 48% of those consumers say they look for product labels that include honey. Other findings of the survey include: 

• 58% of consumers with one or more children look for honey on the product label, and 60% of consumers between the ages of 18 and 34, look for honey on the product label. 

• About half of consumers would pay at least 5% more for food bars, ready-to-drink tea, and yogurt primarily sweetened with honey.

 • Consumers age 18-44, with children, and middle to high-incomes are more likely to pay more for products sweetened with honey than other consumers. 

 

The National Honey Board is an industry-funded agriculture promotion group.