Honey Trends: U.S. Retail Market Trade Brief

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Published Nov 12, 2014 | 36 Pages | Pub ID: LA5378799

Honey Trends: U.S. Retail Market Trade Brief

The information in Honey Trends: U.S. Retail Market Trade Brief is extracted from Packaged Facts' Sugar, Sugar Substitute, and Sweetener Trends in the U.S., 4th Edition (May 2014). Intense focus on added sugars consumption and links to obesity, diabetes and heart disease is motivating consumers to both reduce total consumption and switch to sweeteners perceived as more healthful, including honey, among others. The current high level of consumer interest in honey makes it a great time to offer innovative products that piggyback on the latest and emerging trends for this sweetener.

Scope of Trade Brief

This trade brief strives to estimate and analyze the size, growth rates and composition of the honey market in the United States, focusing specifically on the retail market for kitchen and tabletop use while also discussing major trends that are currently impacting or are expected to impact the selection and use of honey for foodservice and industrial use by processors.

Methodology

The information in this trade brief was obtained from both primary and secondary research. Consumer data were derived from a Packaged Facts national online consumer survey conducted in April 2014 with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household and household income.

Additional consumer data were obtained from the Simmons National Consumer Survey through Fall 2013 from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Retail sales figures credited to IRI (Chicago, IL) are based on IRI aggregated multi-outlet (MULO) sales tracking, which represents sales through U.S. supermarkets, drugstores including Walgreens, CVS and Rite Aid), mass merchandisers (Wal-Mart, Target, Kmart and Shopko), warehouse clubs (Sam’s Club and BJ’s, but not Costco), dollar stores (excluding Dollar Tree) and military commissaries.

Nine retailers in three geographic locations (Houston, TX, Minneapolis, MN, and New York and New Jersey) were visited and sugar and sweetener offerings studied in conjunction with this trade brief. A wide range of industry sources were also leveraged including interviews and discussions with industry participants and subject matter experts, sugar and sweetener company websites, videos embedded in these websites, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.

Who Will Benefit From This Trade Brief
  • Food Retailers
  • Sugar Producers
  • Manufacturers and Marketers of Zero Calorie Sweeteners
  • Honey and Maple Syrup Producers, Processors and Marketers
  • Ingredient and Agricultural Commodity Producers
  • Food and Beverage Manufacturers
  • Foodservice Operators
  • Private Label (Retail) Branding Firms
  • Advertising Agencies
  • Investment Banks
The analysis in this trade brief includes
  • U.S. retail market size projections through 2018 for:
  • Market share of leading brands and private label for each sweetener type
  • Analysis of new product introductions
  • Packaged Facts predictions for sugars and sweeteners
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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