SHOPPER DATA


Household penetration data showed honey being purchased by 31.0% of U.S. households in 2021, down 3 points versus the prior year. The average household was purchasing honey 2.0 times in 2021, a slight decline from 2.1 times during 20201.

The conventional grocery segment rang up the largest share of honey dollar sales in 2021, accounting for 25.1% of sales and slipping -11.9% over 2020. Warehouse clubs held the #2 spot at 16.5% of dollar sales in 2021 followed by supercenters at 15.9%; both saw modest decreases for the year at -6.8% and -4.0% respectively. The segment turning in a second year of strong year-over-year growth in honey dollar sales was “pure play” online retailers (e.g. Amazon), which advanced 12.7% over 20201.

1 Source: Nielsen Homescan W/E 12/4/2021