More evidence from honey’s momentum comes from household penetration data which showed honey being purchased by 33.7% of U.S. households, up 3.8 points versus the prior year. And shoppers were buying honey more often, with the average household purchasing honey 2.1 times in 2020 after holding flat at 2.0 times during 2019 and 20181.

The conventional grocery segment rang up the largest share of honey dollar sales in 2020, accounting for 27.0% of sales and growing 23.2% over 2019. Warehouse clubs held the #2 spot at 16.4% of dollar sales in 2020 followed by supercenters at 15.7%; both posted strong increases for the year at 23.7% and 24.8% respectively. The segment recording the strongest year-over-year growth in honey dollar sales was “pure play” online retailers (e.g. Amazon), which advanced 54.0% over 20191.

1 Source: Nielsen Homescan W/E 11/28/2020