New Product Introductions - 2019

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 its highest growth since 2014.
• Manufacturers and retailers are continuing to invest in developing new products, more so than last year, indicating opportunities to present unique solutions to drive growth through innovation.
• New products with honey represent a 3.8% share if all introductions in 2018. This is a slight decline in honey introductions and share, down from 4.3% in 2017.
• There is a significant opportunity to source volume from other new product introductions in strategic categories.
• Honey is losing new product share in many of the top categories where we have historically shown strength, we need to refocus efforts on cereal, bakery, and cold drinks.
• In the bakery category specifically, there is crossover within snacking (e.g., crackers, cookies, etc.) making this category increasingly more important to focus on.
• Opportunity to capture more share in sauces and seasonings and snack categories as both are categories with high share in new introductions for total food and honey.
• Besides sugar, honey's competition is primarily coming from stevia, maple syrup, and monk fruit. This aligns with the trends today as low-calorie sweeteners continue to grow in popularity.

Click here to download the full New Product Introductions report.