Attitudes & Usage Study - 2023

The National Honey Board is committed to designing and conducting research that enables the industry to identify opportunities and make informed decisions to increase demand for honey.

The 2023 Attitudes and Usage study was conducted with the following objectives:

• Track awareness, self-reported usage, and attitudes and perceptions of honey and other sweeteners among a general population sample and target audience, Goodness Seekers
• Assessing emerging issues including domestic supply constraints and future competition from synthetics

This was an online survey among 2,265 U.S. consumers, with basic demographics balanced to U.S. census.

Some key findings include:

• Honey continues to enjoy stable, positive associations even as it faces ongoing competition from other sweeteners
• Underneath honey’s perceived versatility, selected occasions support volume growth opportunities
• Price is currently a more important consideration when shopping, but not at the expense of other honey priorities
• Most shoppers are aware of declining bee populations and express a desire to help promote bee-friendly causes

Click here to download the full NHB A&U Study 2023 report.