The summaries below are intended to highlight several of the key findings from market research studies conducted or funded by the National Honey Board.
The 2019 Menu Tracking Study was conducted with the objective of understanding how honey is being used in the foodservice industry and to track honey inclusions on menus within key operators and categories.
This study utilized MenuTrends which offers access to over 100,000 distinct US menus and quantitative analysis of more than 1.1 million hand-coded items. The databases cover all types of menus – chains, independents, food trucks, and non-commercial. In addition, the study analyzed the US Chains and Independents database which tracks 4,800 restaurants, balanced to the U.S. restaurant census by segment, region, and cuisine type. It also captures both ethnic and non-ethnic restaurants with 25 different cuisine types.
Key findings include:
Click here to download the 2019 Datassential Menu Tracking Report.
The U.S. honey industry is thriving, according to a new study from the University of California Agricultural Issues Center. The study was directed by Dr. Daniel A. Sumner, an economist and director of the University of California Agricultural Issues Center, an institute which has studied the economic impacts* of many farm commodities.
Key findings include:
*Total economic output includes direct effect, such as workers hired to move beehives, indirect effect, like packaging supply companies for honey products, and induced effects, the wages honey industry workers spend as local businesses.
Click here to download the full Economic Impact Study.
This 2018 Nielsen Category Review looks at the honey category in the retail space. Areas featured include:
Click here to download the full Nielsen Category Review report.
The National Honey Board is committed to designing and conducting research that enables the industry to identify opportunities and make informed decisions to increase demand for honey.
The 2018 Attitudes and Usage study was conducted with the following objectives:
This was an online survey among 2,000 U.S. consumers, with basic demographics balanced to U.S. census.
Some key findings include:
Click here to download the full NHB U&A Study 2018 report.
The New Products report was conducted to baseline and identify new product launches in the US from January to December 2017 to inform and inspire future honey growth strategies, specifically within the categories of cereal, bakery, spreads, hot and cold drinks, sweeteners, and alcoholic beverages.
Key findings include:
Click here to download the full New Product Introductions report.
Often characterized as a sweetener, honey is increasingly recognized as a highly versatile, multifunctional ingredient, and has seen growth across all menu categories and dayparts year over year, according to a 2018 Datassential report. The research utilized Datassential’s Menutrends Metrics to track trends and honey mentions at 4,800 restaurants nationwide.
Key findings include:
To receive the full report, please email honey@nhb.org.
This 2017 Nielsen Category Review looks at the honey category in the retail space. Areas featured include:
Click here to download the full Nielsen Category Review report.
The National Honey Board is committed to designing and conducting research that enables the industry to identify opportunities and make informed decisions to increase demand for honey.
The 2017 Attitudes and Usage study was conducted with the following objectives:
This was an online survey among 2,000 U.S. consumers, with basic demographics balanced to U.S. census.
Some key findings include:
Click here to download NHB U&A Study 2017
The 2017 Foodservice A&U was conducted to examine general attitudes, usage, preference, and barriers to using honey (relative to other key competing sweeteners).
This was an online quantitative study with 500 commercial and non-commercial operators.
Key findings include:
Click here to download the full Foodservice A&U report.