Use & Attitude Survey - 2019

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

The 2019 Attitudes and Usage study was conducted with the following objectives:

Track attitudes, awareness, and usage of honey among a general population sample and identified target audience, Natural Balancers

• Assess the potential impact of specific honey messages
• This was an online survey among 2,000 U.S. consumers, with basic demographics balanced to the U.S. census. 

Some key findings include:

• Top of Mind awareness is increasing for honey and sugar.
• Perceptions of honey remain strong but have declined year-over-year.
• Stated usage is softening primarily driven by 'heavy' users.
• The morning occasion remains strong and increased for Gen Pop year-over-year.
• Shopping behavior is playing out the need for local and raw - consumers are shopping more at farmer's markets and with their local beekeepers.
• Relevance, value, and convenience continue to be key barriers to consumption and opportunities to drive growth.
• Because of high loyalty to honey, Natural Balancers skew to "heavy users" which is impacting year-over-year behaviors.
• Natural Balancers are increasingly more sensitive to price, impacting purchase frequency as raw/organic become a great portion of the mix.

Click here to download the full NHB U&A Study 2019 report.