Market Research
Excerpts from market research studies conducted or funded by the National Honey Board. For a full copy of any report or explanation of further details, please contact us.
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This study investigated the uses and attitudes towards honey in Hispanic Moms. Focus groups were conducted in three major Hispanic cities - Los Angeles, Chicago and Miami - with a total of 65 participants. Some key findings include:
- The vast majority of moms across markets use honey as a sweetener in tea or a cold/sore throat remedy.
- Most reported paying between $3-5.00 for a small jar of honey.
- Virtually none of the participants went out of their way to get honey from other countries.
Every 4 years, the National Honey Board surveys general consumers to find out what they think about honey and how they are using it. In 2006 a total of 794 households, which consisted of men and women between the ages of 21 and 74, were interviewed using random digit dialing. Some key findings include:
- 82% of households currently use and have honey in their home.
- The average honey consumer is a 48-year-old Caucasian female with a household income of $59,600 and some college education.
- African-Americans are using honey more in 2006 than in 2002 (5.6 vs. 4.5 times per month).
- On average, respondents think there are 76 calories per teaspoon of honey. Less than one in ten are close in their understanding that there are only 21 calories per teaspoon of honey.
Foodservice Focus Group - 2006
This focus group consisted of non-commercial operators who represent some of the largest and most influential operations in the country. The operators were asked to share ideas on honey in general and specific honey menu items (Honey & Tea Cooler; Honey-Rice Bar and Honeycomb & Cheese Appetizer) that were served at the focus group.
Some key findings include:
- Honey is primarily used at the front of house as a condiment
- Portion control packets are not exciting and resemble other condiments; mini bear containers would really set honey apart as a condiment.
- Bottom dispensers are the “win” for mayonnaise, ketchup and mustard and because honey is slow to drain, there is a lot of waste, bottom dispensers would eliminate this problem.
- Most logical categories for honey recipes are sauces, desserts, marinades, dressings, and appetizers (for catering).
This survey studied consumers’ responses to bottle shapes, pour mechanisms and label design. 240 interviews were completed among women between the ages of 25 and 69, who had honey in their home, and served or ate honey themselves.
Some key findings include:
- The bear flip-top container was rated the highest both on looks and functionality.
- The bear was primarily liked because it’s a bear and it’s cute.
- Other containers that ranked low on looks were rated higher after use because they poured easily and were easy to squeeze.
This survey collected consumer views about food products with honey as an ingredient. A total of 400 households, which consisted of men and women between the ages of 25 and 69, were interviewed using random digit dialing. Their opinions were solicited on products like honey BBQ sauce, honey baked ham, and honey cough drops. Specific brand names were not mentioned.
Some key findings include:
- Over two-thirds of respondents are willing to pay more if such products are made with real honey.
- On average, respondents indicate that they would pay some 15% more for a product made with real honey.
- Honey Cough Drops appear to be more price-sensitive to whether or not it contains real honey. Approximately three-quarters of respondents are willing to pay more if Honey Cough Drops are made with real honey. On average, respondents indicate they would pay nearly 18% more for a product made with real honey.
Ethnic Focus Group Study - 2002
A total of 8 exploratory focus groups were conducted among target consumer segments: African American, Hispanic (both English and Spanish speaking), and Caucasian. This research was designed to explore in-depth the attitudes and use of honey among these segments. Each group consisted of 8-10 consumers and lasted 1½ - 2 hours.
Some key findings include:
- Honey is seen as a unique product with no real substitute. Its favorite attributes are its sweet taste, light/rich color, and slow-pouring thickness/consistency.
- For the Spanish-speaking Hispanic segment, honey is strongly associated with honeycomb in both imagery and use. The honeycomb and a dark/rich color are the signals of 100% pure honey, and this segment likes to chew the honeycomb as a treat.
- The English-speaking Hispanic segment also prefers to purchase and use honey with the honeycomb, although they also use lighter honey, particularly in their tea. They are willing to pay more for it, if necessary, but not to the extent of the Spanish-speaking segment.