Consumption of honey is at an all-time high. Used to add nuanced sweetness to everything from salad dressings to cocktails to potato chips, honey is one of the world’s most versatile ingredients. And with more than 300 varietals in the US alone (National Honey Board, 2022), there’s a unique type of honey for every product and menu application.
So, why the buzz? To answer this question, let’s look at honey’s health halo. A whopping 38% of global consumers say they are actively trying to reduce their sugar consumption (GlobalData, 2022) and many consider honey to be more desirable than refined sugar. Product manufacturers are certainly taking note. Snack and energy bars across North America, South America and the Middle East are touting simple ingredient labels with no refined sugars or additives, thanks to the naturally sweet power of honey (Mintel, 2023). Even candy companies are pairing honey with ingredients such as fair-trade dark chocolate, roasted almonds and orange (Candy Industry, 2021) to create products that align with the “permissible indulgence” trend.
Moving from sweet to savory and spicy, honey is one of the most popular flavors paired with protein. Honey garlic, honey barbecue, honey sriracha and honey chipotle are just some of the sauces, glazes and marinades enlivening wings, chicken sandwiches, plant-based sausages and meal kits. Across China, Thailand and Japan, honey plays a major role in adding flavor to chicken and pork products, but it’s often paired with ingredients such as yuzu, fingerroot ginger and miso to add depth of flavor. The hot honey trend, which was prevalent in Brazilian pizzerias before making its way across the globe (Mintel, 2023), continues to play on consumers’ love of flavor mashups.
But we can’t talk about honey without talking about sustainability. On retail shelves from India to South Africa, honey brands are providing on-pack claims to highlight their products’ origin, bee health, hive management and more. The bigger issue of protecting pollinators (not just honeybees) is also at play in the food industry. For example, the US-based Bee Better Certified seal designates use of ingredients that have been harvested with pollinator-friendly conservation practices (USDA, 2021). An even more sustainable option is being explored in the world of food technology, as lab-grown honey is being developed to address the growing demand for honey in an eco-friendly way.
Segment Snapshot
QSR/FOODSERVICE:
Operators are leaning heavily into hot honey flavors, especially paired with chicken, to create craveable offerings. Honey is also used a better-for-you flavor enhancer for dessert items.
PROTEIN PROCESSORS:
Honey is the ideal ingredient for balancing savory and spicy flavors, especially when used in sauces that are paired with proteins. In that context, honey is occasionally used to replace refined sugars, so highlighting the health halo that honey can add to products is key.
SNACKING:
CPG brands are also leveraging honey as a refined sugar replacement, creating more naturally sweetened offerings. Brands are also highlighting honey’s origin, varietal, bee-friendly farming techniques and even bee-free offerings to create more eco-friendly honey products.