A recent consumer survey sponsored by the National Honey Board showed that 96% of respondents believe honey is a “natural sweetener.”

A recent consumer survey sponsored by the National Honey Board, Firestone, Colo., showed that
96% of respondents believe honey is a “natural sweetener,” extending the ingredient’s value beyond exceptional flavor and providing an additional marketing tool for bakers and snack manufacturers creating natural foods. The survey consisted of 423 interviews with primary grocery shoppers throughout the United States.

“Honey has always garnered broad consumer support for its sweetening and flavor properties, and it was reassuring to see consumers also trust that the ingredient is what it is, which is simply honey,” says Emily Manelius, National Honey Board’s communications specialist. “As consumers become more interested in the ingredients in their food and beverages, honey is perfectly positioned as a preferred sweetener in a variety of products, from breads and rolls to energy drinks and yogurt.”

Honey’s positive attributes extend well beyond its natural sweetness, consumers say, also crediting the ingredient for making products look and taste better. According to the survey, 69% of consumers agree that honey adds a rich color to foods, and 64% of consumers agree that foods sweetened with honey taste better than foods made with other sweeteners.

Most importantly though, consumers are seeking products made with honey, as 64% of consumers agree that if they have an option, they would choose the product made with honey. Food manufacturers can capitalize on the consumer confidence in honey by formulating new products made with honey, or extending existing product lines to include honey varieties.