Innova New Product Introductions – 2020

The New Products report was conducted to baseline and identify new product launches in the US from January to December 2019 to inform and inspire future honey growth strategies, specifically within the categories of cereal, bakery, spreads, sweeteners, alcoholic beverages, sauces and seasonings, and cold beverages.

This report includes the following core honey derivatives (among other nuance forms not listed, within specific categories):

• Honey Flavor
• Natural Honey Flavor
• Pure Honey

Key findings include:

• Total new product introductions in the U.S. experienced a slight increase in growth from 2018 (+3%)
• While new honey product introductions also experienced an increase in growth (+5% pts), outpacing total food growth.
• Honey still represents 3.9% share of all food introductions, flat from 2018.
• We see a lot of innovation progress in key categories essential to honey, such as bakery, sauces, alcoholic beverages (each 8-9% of all New Product introductions).
  • However, new products with honey are down year-over-year in many these categories, except sauces & seasonings and alcoholic beverages.
• Although granulated/cane sugars still dominate introductions in most categories, we are seeing Stevia, Monk Fruit, Coconut Sugar, Agave and Maple Syrup growing at a significant pace and gaining share.
  • This is happening in traditional categories like cereal and bakery, and we even saw monk fruit overtake honey introductions in cold beverages, showing it is a true competitor, not just an emerging threat.

​​​​​​Click here to download the full 2020 New Product Introductions report.