MERCHANDISING HONEY

Promotional activity played a lesser role in driving honey sales in retail during 2020, with only 15.0% of honey’s total dollar sales occurring due to some sort of promotion. This “any promo” activity was down 7.7 points from 2019. Temporary price reductions (a discounted price available in-store but not advertised) are the most prevalent promotional tactic, accounting for 13.0% of all honey dollar sales and driving a 27.7% incremental dollar lift (meaning 27.7% greater dollar sales occurred because of the TPR) 1.

The National Honey Board offers four merchandising recommendations to increase sales of honey in the retail channel:

  1. Merchandise all honey SKUs together in a block within the grocery aisle, grouped by brand with the larger sizes to the right
  2. Avoid placing honey on the highest or lowest shelves, but rather strive for the “reach level” shelving located between waist and eye levels.
  3. Whenever possible, seek incremental (secondary) placements of honey SKUs beyond of the core honey section, placing honey adjacent to complementary items and categories. For ideas, look at the foods mentioned in the Inspiration section of this site.
  4. Use signage on displays and shelving to suggest additional uses for honey, while also reinforcing how honey is natural, wholesome and flavorful (the key attributes that shoppers perceive, according to NHB’s Consumer Attitudes & Usage Study 2020)

Source: Nielsen Scantrak - Answers on Demand Core, xAOC (Week Ending 11/28/20)