Consumers consider honey to be a 'natural' sweetener
Consumers age 18 to 44, with children, and middle to high-incomes are more likely to pay more for products sweetened with honey.
February 18, 2016
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.