Private Label Brands Tap into Honey’s Game-Changing Appeal

2. Flavor Innovation
Honey’s flavor versatility makes it a highly sought-after ingredient in private label CPG product development. Its distinct floral sweetness complements both sweet and savory items, offering retailers an edge in creating unique and innovative flavor combinations. From honey-chipotle marinades to honey-lavender snacks, the use of honey enables private label brands to differentiate their products while tapping into consumers’ desire for more complex and artisanal flavor profiles.

Albertson’s Overjoyed Trail Mix Harvest Spice uses autumn's traditional flavor profile as a backdrop for its new release that features honey roasted peanuts, cinnamon cookies, pumpkin spiced flavored mini cups, almonds and pretzels.

3. Premiumization and Artisan Appeal
The premiumization of private label CPG products is a growing trend as retailers seek to differentiate their store brands through higher quality offerings. Traditionally, private labels were focused on affordability, but now many retailers are enhancing the quality of these products to compete with national brands. This shift is driven by the desire to build customer loyalty and attract consumers who are willing to pay more for premium ingredients and superior experiences.

For example, in 2024, Walmart launched its bettergoods line, featuring 300 products focused on plant-based and specialty items, while ASDA introduced its Exceptional by ASDA premium range, which emphasizes curated, high-quality ingredients. These initiatives reflect a broader trend where private labels are expanding beyond value propositions to offer premium tier products.

By integrating all-natural ingredients like honey, retailers can offer products that feel more artisanal and less mass-produced, even at a lower price point. Honey’s reputation as a premium ingredient helps elevate the perceived value of private label goods, enabling retailers to position their products as affordable luxury. Further, the inclusion of honey can signal to consumers that a product is crafted with care, encouraging a sense of indulgence. This is particularly effective in markets where shoppers are willing to pay more for private label items that match or exceed the quality of national brands.

Target’s Favorite Day brand is positioned as indulgent, and further designed to offer premium flavor at affordable prices. Honey Graham Crackers are crisp, crunchy and lightly sweet—perfect for making s’mores or a quick snack right out of the box. There’s no high fructose corn syrup and 8 grams of whole grains per serving.

Takeaway
As consumers continue to seek more nutritious, cleaner and more unique flavor combinations to entice their taste buds, honey will play an increasingly vital role in shaping the future of private label offerings. Manufacturers that tap into these trends and leverage honey’s appeal stand to not only meet consumer demand but also create a differentiated and premium product portfolio that strengthens brand loyalty.