
From the National Honey Board:
New Consumer Perceptions and Preferences for Honey
As part of the National Honey Board’s dedication to conducting research that helps the industry identify opportunities and drive honey demand, our annual Attitudes and Usage Survey was conducted among 2,469 U.S. consumers, with demographics balanced to reflect the U.S. Census. Key findings included:
- Consumers increasingly view honey as beneficial for honey bees, with 52% believing its use is good for bees, a 6-point rise from 2023.
- Honey continues to shine as a favorite sweetener, ranking #1 among Natural Nourishers, a new target audience, with 38% choosing honey—double the preference for sugar (19%).
- Among all consumers, honey is the #2 favorite sweetener, just behind white sugar, with 26% naming it their top choice.
- Honey stands out in consumer perceptions, with 55% of those recalling positive stories about sweeteners associating them with honey, while only 2% of those hearing negative stories linked them to honey.