An independent national survey shows 93% of consumers consider honey a “natural” sweetener, with 48% of those consumers saying they look for product labels that include honey.

The National Honey Board commissioned the consumer research survey to measure consumer perceptions of honey as a sweetener and as an ingredient in a variety of packaged foods, including bread, food bars, yogurt and beverages.

“This independent survey confirmed our assumptions that consumers love honey,” says Catherine Barry, The National Honey Board’s director of marketing. “Many consumers think the ingredient is natural, look for it on labels and pay more for a product that is made with honey.”

Other key findings of the survey include:

• 58% of consumers with one or more children look for honey on the product label, and 60% of consumers between the ages of 18 and 34, look for honey on the product label.

• Nearly 60% of consumers would pay at least 5% more for bread primarily sweetened with honey. About half of consumers would pay at least 5% more for food bars, ready-to-drink tea, and yogurt primarily sweetened with honey.

• Consumers age 18-44, with children, and middle to high-incomes are more likely to pay more for products sweetened with honey than other consumers.

The National Honey Board is an industry-funded agriculture promotion group that works to educate consumers about the benefits and uses for honey and honey products through research, marketing and promotional programs.

For more information about the National Honey Board, contact Keith Seiz of The Arland Group at or 314-241-0232.