Honey Trends: U.S. Retail Market Trade Brief

Trade Brief

Scope and Methodology

Report Methodology

Market Outlook

Table 1 U.S. Retail Sales of Sugar and Caloric Sweeteners, 2014 (Dollar Sales and Market Share)

Table 2 IRI-Tracked MULO U.S. Retail Sugar and Caloric Sweeteners Sales and Volume, 52 Weeks Ended January 26, 2014

Overall Caloric Sweetener Market Projected to Decline Due to Lower Sugar Sales

Figure 1 Projected U.S. Retail Sales of Sugar, 2013-2018 (in million $)

Figure 2 Projected U.S. Retail Sales of Caloric Sweeteners, 2013-2018 (in million $)

Market Opportunities

Honey: The New Liquid Gold?

Consumer Attitudes and Behaviors

Packaged Facts Consumer Survey on Sugars and Sweeteners

Honey

Production

Table 3 U.S. Honey Production and Active Colonies, 2008-2013 (Pounds and Number in Millions)

Table 4 U.S. Honey Production: Top Five U.S. Honey Producing States, 2011-2013 (Pounds in Thousands)

Honey Imports on the Rise

Table 5 U.S. Honey Imports by Importing Country, Calendar Years 2009- 2013 (Metric Tons)

Table 6 Percent Share of U.S. Honey Imports by Type, 2011

Production Challenges

Honey Consumption

Honey Market Driven by Private Label and Small Brands

Table 7 Top-Selling IRI-Tracked MULO Shelf-Stable Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar and Volume Sales by Brand, 52 Week % Change)

Honey Market Share Fragmented with Greater Use of Alternate Channels

Table 8 Leading IRI-Tracked MULO Honey Brands, 52 Weeks Ended January 26, 2014 (Dollar Sales and Market Share)

Table 9 Honey Brand Volume Sales and Volume Share, IRI MULO 52 Weeks Ended January 26, 2014

New Honey Products & Marketing Trends

To Avoid Pesticides, Greater Demand for Organic and Non-GMO Honey Likely

Table 10 Eulogia Honey Product Offerings, 2013-2014

Honey That’s Easier to Use

Illustration 1 Nektar Honey Crystals

True Source Certification from Hive to Table

Illustration 2 True Source Certified Logo

Growing Interest in Local and Unique Honey

Illustration 3 Prairie Rock Wildflower Honey Comb Honey Locally Produced and Packed in SW Minnesota

Illustration 4 Ames Farm Single Source Honey Hive Number and Location Indicated

Honey Brands for Hispanic Consumers

Illustration 5 Don Amusan Brand Honey Targeting Hispanic Consumers

Consumer Attitudes and Behaviors

Overall Sweetener Use, Avoidance and Added Sugars

Consumer Attitudes About Sugar and Sweeteners

Figure 3 U.S. Adult Attitudes and Beliefs About Sugar and Sweeteners, April 2014

Consumer-Reported Sweetener Use

Table 11 Use of Sugar and Sugar Substitutes: U.S. Households With Children Present vs. Without Children Present, 2013

Figure 4 U.S. Adult Use of Select Sweeteners in Last 30 Days, April 2014 

Table 12 Percent Purchasing Sweetener Syrups, by Type, Within Past Year: U.S. Adults Overall and by Age Bracket, April 2014

Consumer Reported Changes in Honey Use

Figure 5 Reported Change in Sweetener Syrups Use Over Last Year or Two: U.S. Adults, April 2014 (% Now Using More, About the Same, or Less)

Honey & Conventional Kitchen Syrups

Honey

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