NHB AAU 2017 Full Report (Read-Only)CONSUMER A&U | 2017 10 Sweetener & Honey Usage • Consumption...

Consumer A&UMay 2017

2CONSUMER A&U | 2017

Contents

• Background

• Objectives and Methodology

• Executive Summary

• Marketing Implications

• Detailed Findings- Sweetener Awareness and Preference

- Advertisement and Positive Story Recall

- Sweetener and Honey Attitudes

- Sweetener and Honey Usage

- Honey Shopping

- Barriers and Substitutes

- Honey Communications

- Sustainability

• Segmentation Tracking

• Appendix


Objectives

• Track attitudes, awareness, and usage of honey among a gen pop sample and Natural Balancers- This study tracks the following KPI’s as identified in the

strategic plan:• Honey sweetener preference • Honey usage • “Eating honey saves bees”

• Assess potential impact of specific honey messages

• Establish benchmarks for future tracking


Methodology

• Online survey among 2,000 U.S. consumers fielded May 2017- Age (18-75), gender, region, and income balanced to census

- Responsible for household’s food decisions

- Quota for 300 Natural Balancers:

A In general, I feel I eat rightB I follow a regular exercise routineC I am always looking for new ways to live a healthier lifeD I regularly eat organic foodsE I regularly check food labels for natural ingredients

Must somewhat or strongly agree to 2 out of above 5 statements (statement A-E)F I am often so busy I can’t finish everything I need to in a dayG I often eat meals on the runH I am always on the lookout for quick and easy meal options

Must somewhat or strongly agree to 2 out of above 3 statements (statement F-H)I I'd rather prepare a meal than eat at a restaurantJ I enjoy being creative in the kitchenK I often use recipes when preparing a mealL I enjoy wandering the store looking for new, interesting productsM I enjoy baking

Must strongly agree to 3 out of above 5 statements (statement I-M)


Methodology

• Questionnaire Content

• This report examines findings by the Total Sample (n=2000) and Natural Balancers (n=305)

• All usage and awareness data points in this study are self-reported from consumers

Sweetener awareness,

preference, and usage

Important sweetener

attributes and honey delivery

Positive story and ad recall

Honey shopping

Last honey occasion

Barriers and substitutes

Honey attitudes

Communications and

motivating messages

Trusted honey information

sourcesSustainability Demos


Executive Summary


Sweetener Awareness & Preference

• Honey was the fifth most mentioned sweetener (unaided) among the general sample, surpassed only by sugar and other “branded” sweeteners.

• However, on an aided measure, honey is the second most named sweetener.

• Honey is the second most preferred sweetener, just behind granulated sugar.

• Natural Balancers have above-average preference for honey. They are also more likely to be aware of (and using) different honey varietals.


Ad & Positive Story Recall

• Although only about one-fourth of the total sample and one-third of Natural Balancers can recall a positive story about sweeteners, those who can are most likely to mention honey as the sweetener of topic.

• Consumers generally remember that the positive story was in regards to the various health benefits of honey.

• Sweetener advertisements had much higher recall among both audiences, but honey was less frequently mentioned as the subject matter (behind non-calorie sweeteners), likely contributing to the high unaided awareness of brands like Splenda, Stevia, etc.


Sweetener & Honey Attitudes

• Honey delivers highly on the attributes that are most important to general consumers and Natural Balancers.

- Honey is also named as the top one or two sweetener best described by these attributes.

• Honey largely competes for delivery with the other sweeteners that are most top of mind, sugar and non-calorie sweeteners.

• Honey outperforms sugar as being more flavorful, healthy, natural/ unprocessed, clean ingredient label.

• Honey is currently underperforming in the areas of value and convenience.


Sweetener & Honey Usage

• Consumption patterns largely follow general sweetener preference with sugar being the most commonly consumed, followed by honey and brown sugar.

• Honey is primarily being consumed in beverages and at breakfast, but over two-fifths (43%) of consumers say they typically use honey for a recipe.

• About one in five of the total sample and two in five Natural Balancers expect to increase their honey consumption.


Honey Shopping

• Two in five consumers indicate they are willing to pay more for a product with honey, despite lower delivery on value.

- Nearly two-thirds, 63%, of Natural Balancers will pay a premium for honey products.

• Honey is largely a planned purchase, either as a restock item or, for about one in four consumers, an ingredient in a specific meal or recipe.

- Natural Balancers have a higher propensity to buy honey for a specific use.


Honey Barriers + Most Motivating Message

• I already eat enough honey, price and lack of awareness are the biggest opportunity areas when considering honey barriers.

• In this year’s study, consumers were more likely to cite price and high consumption as barriers.

- Less people said they had no need or use for honey.

• Sugar is most likely to be named as the next best substitute for honey.

• When asked for the single most motivating statement to eat honey more often, two statements rose to the top: “honey is better for me than other sweeteners” and “honey is an all-natural sweetener.”


Sustainability + Bee Health

• Total sample and Natural Balancers indicated higher awareness of the declining honey bee population this year. - Naturally as awareness increased, an uptick in concern for honey bees was also observed.

• While it may appear consumers and Natural Balancers are concerned about bees, only single-digit levels report this would actually impact their honey purchase and consumption.

- This is lower than the 2016 Segmentation Study, where 36% of Natural Balancers said they were cutting back on the honey they consumed due to bee health.

- 56% of consumers agree that buying honey is good for honey bees.

• 83% of consumers will pay more for a product that promotes bee-friendly causes.


Metrics Dashboard

Key Tracking Metrics YOY

2016 Segmentation 2017 2018

Total Sample

Natural Balancers

Total Sample

Natural Balancers

Total Sample

Natural Balancers

Awareness, Preference, and Usage

Honey Awareness (Unaided) - - 22% 20%

Honey Usage (Aided, “I currently use this as a sweetener or consumer products with honey in them”) - - 57% 70%

% Selecting Honey as Favorite Sweetener - - 22% 27%

Honey Positive Story Recall (% of Total Sample) - - 12% 22%

Sustainability

Aware of the Declining Honey Bee Population 63% 59% 76% 75%

Very Concerned with Honey Bee Health (overall) 42% 53% 49% 60%

% Very Less Likely to Buy Honey - - 3% 2%

% Saying Honey is Very/Somewhat Good for Honey Bees - - 56% 66%

Honey Shopping

% Will Buy the Honey Product Regardless of Price - - 14% 30%


Marketing Implications


Marketing Implications

ü Leverage the All-Natural, Healthy Image of Honey• Focus communications where honey can win over sugar – their main competitor, on being more flavorful, healthy, natural/unprocessed,

and having a clean ingredient label.

ü Demonstrate the Value of Honey• By promoting the healthy image of honey, it will help drive more value and work to eliminate price barriers.

ü Explore Convenience• Convenience is an area where honey is currently underperforming. Explore programs on what convenience in honey could look like.

ü Determine the Role of Breakfast• Consider if communications should double down on the breakfast/beverage occasion, or look to expand beyond to new occasions.

ü Support Bee Health• Continue efforts to further promote bee friendly causes. It appears there has been progress made on linking bee health to honey

consumption, but there is still strong concern among consumers.

ü Leverage Messaging Points• Use data points from this study to demonstrate the strong consumer demand and preference for honey among retailers, processors and

foodservice operators.


Sweetener Awareness & Preference


Honey was the fifth most mentioned sweetener (unaided) among the general sample, surpassed only by sugar and other “branded” sweeteners.

45%38%

35%34%

22%20%

11%7%

6%6%

4%3%3%3%3%

Sugar (unspecified)Sweet 'N Low

SplendaSteviaHoneyEqualTruvia

Agave/Agave Nectar/SyrupAspartame

NutraSweetSaccharin

Brown SugarCorn Syrup

Maple SyrupRaw Sugar/Sugar in the raw

Sweetener Awareness – Top 15 UnaidedTotal Sample (n=2000)

1. When you think about sweeteners, which sweeteners come to mind? (Type in all that apply)

Sweetener Awareness – Unaided, Total Sample


Honey was the sixth most mentioned sweetener (unaided) among Natural Balancers, who generally have the same unaided recall as the rest of the sample.

42%

39%

37%

33%

21%

20%

11%

9%

5%

5%

5%

5%

3%

3%

Splenda

Sugar (unspecified)

Sweet'N Low

Stevia

Equal

Honey

Agave/Agave Nectar/Syrup

Truvia

Aspartame

NutraSweet

Maple Syrup

Raw Sugar/Sugar in the raw

Brown Sugar

Cane Sugar

Sweetener Awareness – Top 15 UnaidedNatural Balancers (n=305)

1. When you think about sweeteners, which sweeteners come to mind? (Type in all that apply)

Sweetener Awareness – Unaided, Natural Balancers

20CONSUMER A&U | 2017 1. When you think about sweeteners, which sweeteners come to mind? (Type in all that apply) *Shaded areas represent small percentages

Sweetener Awareness (Unaided)Natural Balancers vs. Total Sample (1 of 2)

Total Sample Natural Balancers

Gap to Total(Natural Balancers –

Total)Sugar (unspecified) 45% 39% -6%

Sweet 'N Low 38% 37% -1%

Splenda 35% 42% 7%

Stevia 34% 33% -1%Honey 22% 20% -2%

Equal 20% 21% 1%Truvia 11% 9% -2%Agave/Agave Nectar/Syrup 7% 11% 4%

Aspartame 6% 5% -1%NutraSweet 6% 5% -1%Saccharin 4% 2% -2%Brown Sugar 3% 3% 0%Corn Syrup 3% 2% -1%Maple Syrup 3% 5% 2%Raw Sugar/Sugar in the Raw 3% 5% 2%

Sweetener Awareness (Unaided) - ContinuedNatural Balancers vs. Total Sample (2 of 2)


Gap to Total(Natural Balancers –

Total)

Cane Sugar 2% 3% 1%

Molasses 2% 2% 0%

Sucralose 2% 2% 0%

Coconut Sugar 1% 0 -1%

Domino Sugar 1% 0 -1%

Fructose 1% 1% 0%

High Fructose Corn Syrup (HFCS) 1% 2% 1%

Monk Fruit 1% 0 -1%

Sucrose 1% 0 -1%

Chocolate 1% 0 -1%

Milk 0 2% 2%

Don't Know 1% 2% 1%

Other (less than 1% mentions each) 8% 10% 2%

Sweeteners like Splenda and agave nectar are slightly more top of mind for Natural Balancers relative to the general population sample.

Sweetener Awareness – Unaided, Natural Balancers vs. Total Sample


On an aided basis, honey is the second most commonly used sweetener (self-reported).

10%13%22%22%

36%40%51%

57%

73%

Agave nectarMolassesCorn syrupOther sugar (like Sugar in the Raw or Turbinado)

Non-calorie sweeteners

(like Splenda or Stevia)

Maple syrupBrown sugarHoneyGranulated sugar (or

white sugar)

Sweetener Familiarity - AidedTotal Sample (n=2000)

I currently use this as a sweetener or consume products with this sweetener in them

2. What is your familiarity with the following sweeteners? Please select the most appropriate answer for each sweetener listed below.

Sweetener Familiarity – Aided, Total Sample


Relative to the general population, Natural Balancers appear to be using more sweeteners overall and have higher honey consumption.

10%13%22%22%

36%40%51%

57%

73%

21%25%28%34%

44%55%59%

70%76%

Agave nectarMolassesCorn syrupOther sugar (like Sugar in the Raw

or Turbinado)

Non-calorie sweeteners (like

Splenda or Stevia)

Maple syrupBrown sugarHoneyGranulated sugar (or white sugar)

Sweetener Familiarity – Aided“I currently use this as a sweetener or consumer products with this sweetener in them”



Sweetener Familiarity – Aided, Natural Balancers vs. Total Sample


Honey is the second most preferred sweetener, just behind granulated sugar.

37%

22%

19%

9%

5%

4%

2%

1%

0

Granulated sugar (or white sugar)

Honey

Non-calorie sweeteners (like Splenda or Stevia)

Brown sugar

Maple Syrup

Other sugar (like Sugar in the Raw or Turbinado)

Agave nectar

Corn syrup

Molasses

Sweetener Preference – Which of the following sweeteners is your favorite?Total Sample (n=2000)

3. And of these sweeteners, which is your favorite?

Sweetener Preference – Total Sample


Over one in four (27%) Natural Balancers name honey as their favorite sweetener, just three percentage points behind granulated sugar (30%).

3. And of these sweeteners, which is your favorite?

37%

22%

19%

9%

5%

4%

2%

1%

0

30%

27%

16%

9%

7%

4%

5%

1%

2%


Honey


Brown sugar

Maple syrup


Agave nectar

Corn syrup

Molasses

Sweetener Preference – Which of the following sweeteners is your favorite?


Sweetener Preference – Natural Balancers vs. Total Sample

25CONSUMER A&U | 2017 3. And of these sweeteners, which is your favorite?

Sweetener Preference – Which of the following sweeteners is your favorite?(Index to Total)

Total Sample Men Women Millennials (Ages 18-34)

Gen X (Ages 35-54)

Boomers (Ages 55-64)

Silent (Ages 65+)

Granulated sugar (or white sugar) 37% 92 108 92 108 97 100

Honey 22% 109 95 114 91 95 95

Non-calorie sweeteners (like Splenda or Stevia) 19% 100 100 74 105 121 153

Brown sugar 9% 111 100 122 89 111 56

Maple Syrup 5% 140 80 160 60 80 120

Other sugar (like sugar in the raw or turbinado) 4% 75 100 75 100 100 50

Agave nectar 2% 100 150 150 100 50 0

Corn syrup 1% 100 0 100 100 0 0

There is a slightly higher preference for honey among Millennial consumers. Little difference exists between gender.

Sweetener Preference – Gender and Generation


Majority of consumers indicate awareness of the honey varietals, but generally prefer just one or two. Natural Balancers are more aware and involved with honey varietals, both in terms of knowledge and use.

61%39%

Are you aware that different honey varietals exist?

(n=2000)

Yes

No

23.A. Are you aware that different honey varietals exist?23.B. How much do you agree with each of the following statements about honey varietals?

How much do you agree with each of the following statements about honey varietals?

Top 2 Box: Somewhat/Strongly Agree(Among those that know about honey varietals)

Total Sample

Natural Balancers

Gap to Total(Natural Balancers – Total)

I generally prefer just one or two honey varietals

66% 70% 4%

To be honest, I don’t really know much about the different varietals of honey, but I’d be interested in learning more

59% 58% -1%

I like to have different varietals of honey on hand for different things

42% 63% 21%

I actively seek out different honey varietals

39% 63% 24%

I’m not interested in learning more about the different varietals of honey

33% 39% 6%

Natural Balancers (n=305):Yes: 73%

Honey Varietals Awareness and Attitudes


Ad & Positive Story Recall


6. Within the past year, can you recall reading any articles or hearing a POSITIVE story about sweeteners in any public media, such as newspapers, magazines, radio, TV or online?7. Which specific sweeteners were featured in the articles or POSITIVE stories you recalled?

Yes, 23%

No, 77%

Recalled Positive Storyabout Sweeteners

(n=2000)

6%13%14%16%

30%35%

53%

4%16%

21%24%29%31%

60%

I don't recall / it was about sweeteners in

general

Granulated sugar

Brown sugarMaple syrupAgave nectarNon-calorie sweeteners

Honey

Sweetener Mentioned in Story(Among those recalling positive story)

Total Sample (n=456, those who recalled positive story)Natural Balancers (n=110, those who recalled positive story)

Of consumers who recalled a positive story about sweeteners, honey was the most mentioned sweetener among the total sample and Natural Balancers.


Positive Story Recall – Natural Balancers vs. Total Sample

29CONSUMER A&U | 2017 7C. Do you recall where you may have seen or heard the positive story for honey?

29%

26%

11%

10%

10%

7%

7%

6%

5%

4%

4%

4%

2%

2%

2%

2%

2%

2%

1%

15%

23%

9%

11%

11%

2%

9%

3%

11%

3%

3%

5%

3%

2%

2%

3%

2%

2%

All natural/unprocessed/organicHealthy/has a lot of health benefits

It is good for youLocally produced honey

It helps with allergies/colds/fluIt is better than table sugar/Alternative to processed …

Great sweetener / Taste good / It taste sweetIt has healing/antimicrobial properties/cures ailmentsGeneral positive mentions about the honey (i.e. good, …

It helps save the bees / Extinction of bee habitatsGood source of vitamins/nutrients

It has great benefits/positive effects of a honeyIt doesn't expire/Long lasting

Versatile / It can be used in many waysAbout honey / Honey is made by the bees

About the bees / importance of bees in the ecosystemIt helps lower blood sugar / Regulates blood sugar

Contains low calorie / Good for weight lossEnergy booster

Subject Matter of Positive Story(Among those recalling positive story)


Consumers generally remember that positive story was in regards to the various health benefits of honey.

Positive Story Recall – Subject Matter

30CONSUMER A&U | 2017 7C. Do you recall where you may have seen or heard the positive story for honey?

52%

35%

25%

15%

14%

9%

5%

4%

57%

34%

25%

23%

20%

8%

11%

2%

Online

Television/TV Commercial

Magazine(s)

Grocery Store

Newspaper

Radio

Billboard/Outdoor Ad

Don't know

Source of Positive Honey Story(Among those recalling positive story)


The internet and television were the most mentioned sources of the positive honey story. Positive Story Recall – Source


8. Have you seen or heard any advertising within the past year for sweeteners?7. Which specific sweeteners were featured in the articles or POSITIVE stories you recalled? 9. Which specific sweeteners were featured in the advertising you recall seeing or hearing?

Yes, 48%No, 52%

Recalled Advertisementabout SweetenersTotal Sample (n=2000)

9%9%14%15%17%26%

68%

10%6%14%17%22%

34%

63%

Brown sugarI don't recall / it was about sweeteners in

general

Agave nectarGranulated sugar

Maple syrupHoneyNon-calorie sweeteners

Sweetener Mentioned in Advertisement(Among those recalling ad)

Total Sample (n=967, among those recalling ad)Natural Balancers (n=189, among those recalling ad)


Nearly half (48%) of gen pop consumers and two-thirds (62%) of Natural Balancers recalled an advertisement about sweeteners. Roughly one-fourth (26%) of the total sample and one-third (32%) of Natural Balancers who recalled an ad said it was about honey specifically.

Advertisement Recall – Natural Balancers vs. Total Sample


Sweeteners & Honey Attitudes


When choosing sweeteners, consumers prioritize flavor. Products that are a good value and something everyone will enjoy are also important.

11%14%15%

18%19%19%20%

22%23%

25%25%25%

29%30%

32%33%

36%42%

Something newLocally sourced/produced

OrganicA good source of vitamins

Gives you energyGMO free

ComfortingLow in calories

Has a clean ingredient labelNatural/unprocessed

FamiliarVersatile

Something you had on handHealthy

ConvenientSomething everyone would enjoy

A good valueFlavorful

Important Attributes When Choosing a Sweetener Total Sample (n=2000)

Top Box Summary: % Selecting “Very Important”

4. For each of the following attributes, how important is each to you when deciding what specific sweetener to choose?

Important Sweetener Attributes – Total Sample


Natural Balancers are more likely than gen pop to say a number of sweetener attributes are “very important,” but the largest gaps come from: something everyone will enjoy, natural/unprocessed, versatile, and has a clean ingredient label.


Important Attributes When Choosing a SweetenerNatural Balancers vs. Total Sample

Total Sample Natural Balancers Gap to Total(Natural Balancers – Total)

Flavorful 42% 60% 18%

A good value 36% 54% 18%

Something everyone would enjoy 33% 55% 22%

Convenient 32% 48% 16%

Healthy 30% 45% 15%

Something you had on hand 29% 41% 12%

Natural/unprocessed 25% 47% 22%

Familiar 25% 41% 16%

Versatile 25% 46% 21%

Has a clean ingredient label 23% 43% 20%

Low in calories 22% 34% 12%

Comforting 20% 39% 19%

Gives you energy 19% 36% 17%

GMO free 19% 36% 17%

A good source of vitamins 18% 35% 17%

Organic 15% 32% 17%

Locally sourced/produced 14% 30% 16%

Something new 11% 30% 19%

Important Sweetener Attributes – Natural Balancers vs. Total Sample

35CONSUMER A&U | 2017 5. In your opinion, which specific sweetener is best described by each of the following…? Please select one answer per row.

Sweetener Best Described by Attribute, In order of Importance(n=2000, Total Sample)

Granulated sugar

Brown sugar

Non-calorie sweeteners Honey Corn

syrup Molasses Agave nectar

Maple syrup

Flavorful 18% 15% 6% 32% 2% 5% 4% 18%

A good value 50% 8% 11% 19% 3% 2% 3% 4%

Something everyone would enjoy 42% 8% 8% 28% 2% 1% 3% 9%

Convenient 51% 6% 15% 18% 2% 1% 2% 4%

Healthy 6% 4% 15% 51% 2% 3% 13% 4%

Something you had on hand 49% 8% 12% 21% 2% 1% 2% 5%

Versatile 42% 9% 11% 24% 4% 2% 4% 5%

Familiar 48% 7% 9% 22% 3% 2% 2% 8%

Natural/unprocessed 11% 7% 6% 51% 2% 5% 10% 8%

Has a clean ingredient label 15% 5% 10% 46% 2% 3% 13% 6%

Low in calories 6% 4% 57% 20% 2% 2% 8% 3%

Comforting 23% 13% 7% 37% 2% 3% 3% 13%

GMO free 12% 5% 16% 39% 3% 3% 14% 7%

Gives you energy 34% 6% 7% 33% 4% 3% 7% 6%

A good source of vitamins 6% 4% 6% 50% 3% 8% 16% 6%

Organic 7% 4% 7% 48% 3% 4% 18% 8%

Locally sourced/produced 11% 4% 5% 59% 4% 4% 4% 10%

Something new 5% 4% 21% 10% 4% 9% 43% 5%

Among the total sample, honey is top one, two, or three sweetener that is the best fit with important sweetener attributes. Sugar continues to be honey’s main competitor.

36CONSUMER A&U | 2017 5. In your opinion, which specific sweetener is best described by each of the following…? Please select one answer per row.

Sweetener Best Described by Attribute, In order of Importance(n=300, Natural Balancers)

Granulated sugar

Brown sugar

Non-calorie sweeteners Honey Corn

syrup Molasses Agave nectar

Maple Syrup

Flavorful 16% 14% 8% 30% 3% 6% 6% 17%

Something everyone would enjoy 36% 8% 9% 29% 3% 3% 3% 10%

A good value 40% 7% 12% 23% 4% 3% 3% 7%

Convenient 42% 6% 15% 23% 3% 1% 2% 8%

Natural/unprocessed 11% 8% 10% 45% 3% 5% 12% 8%

Versatile 32% 8% 12% 27% 4% 3% 8% 7%

Healthy 6% 5% 18% 40% 3% 4% 18% 7%

Has a clean ingredient label 15% 5% 9% 40% 3% 4% 14% 10%

Something you had on hand 41% 8% 10% 26% 3% 1% 4% 7%

Familiar 36% 9% 10% 25% 4% 3% 4% 10%

Comforting 23% 11% 7% 37% 3% 3% 5% 10%

Gives you energy 29% 6% 9% 29% 5% 3% 10% 8%

GMO free 11% 7% 14% 38% 4% 4% 15% 8%

A good source of vitamins 6% 5% 10% 43% 3% 6% 19% 9%

Low in calories 7% 5% 47% 19% 2% 5% 11% 5%

Organic 9% 3% 11% 38% 3% 5% 20% 11%

Locally sourced/produced 11% 7% 7% 53% 3% 4% 4% 10%

Something new 6% 7% 17% 12% 5% 9% 38% 8%

Honey also performs well among Natural Balancers. Sugar, as well as agave nectar (though lower consumption frequency) are key competitors with this audience.


Honey gets the most credit for being natural/unprocessed, flavorful, and familiar.

28. Please rate how well honey fits with the following attributes.

51%50%

48%45%44%

42%42%

39%38%37%

35%34%34%

32%32%

28%19%18%

Natural/unprocessed

Flavorful

Familiar

Locally sourced/produced

Healthy

Organic

Has a clean ingredient label

Comforting

Something everyone would enjoy

Something you had on hand

Versatile

Convenient

GMO free

A good source of vitamins

Gives you energy

A good value

Low in calories

Something new

Honey Fit with Key Attributes% Selecting “Excellent”

Honey Attribute Delivery - Total Sample


Natural Balancers are more likely than the total sample to rate honey “excellent” on allattributes tested.


Honey Fit with Key Attributes – Top Box, % ExcellentNatural Balancers vs. Total Sample


Natural/unprocessed 51% 70% 19%

Flavorful 50% 70% 20%

Familiar 48% 70% 22%

Locally sourced/produced 45% 66% 21%

Healthy 44% 59% 15%

Organic 42% 62% 20%

Has a clean ingredient label 42% 61% 19%

Comforting 39% 63% 24%

Something everyone would enjoy 38% 58% 20%

Something you had on hand 37% 54% 17%

Versatile 35% 58% 23%

Convenient 34% 53% 19%

GMO free 34% 53% 19%

A good source of vitamins 32% 54% 22%

Gives you energy 32% 51% 19%

A good value 28% 49% 21%

Low in calories 19% 37% 18%

Something new 18% 37% 19%


Reading the Importance vs. Performance Chart

Fun to eat

is something I feel good about feeding my family

Something you get excited about eating

Healthy

Brings people together

Appeals to adult's taste

Appeals to kid's tastes

Natural/unprocessed

A good source of vitaminsGives you energy

Makes the occasion feel special

Fresh

Flavorful

Something new

A good value


Low in calories

Gluten free Convenient

Familiar

Comforting

Organic


GMO free

15%

20%

25%

30%

35%

40%

10% 15% 20% 25% 30% 35% 40% 45% 50%

LowImportance

HighImportance

Strong Delivery

Weak Delivery

High Importance;Strong Delivery from Honey

(i.e. we’re delivering on what’s important)

High Importance;Weak Delivery from Honey

(i.e. room for improvement)

Low Importance;Weak Delivery from Honey

(i.e. irrelevant weakness)

Low Importance;Strong Delivery from Honey

(i.e. less relevant strength)


Flavorful

A good value

Something everyone would enjoy

Convenient

Healthy


Natural/unprocessed

Familiar

Versatile

Has a clean ingredient label

Low in calories

Comforting


A good source of vitamins

Organic


Something new

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

10% 15% 20% 25% 30% 35% 40% 45% 50%

LowImportance

HighImportance

Strong Delivery

Weak Delivery

Honey is delivering well on important attributes, such as: flavor, health, and something

everyone would enjoy

Honey could do better in delivering against

value and convenience

Sweetener Importance vs. Delivery Matrix – Honey (Total Sample)


While honey outperforms sugar on flavor, sugar received higher delivery ratings on the next three most important attributes-value, something everyone will enjoy, and convenience. Sugar is also perceived as more likely to be on hand, familiar, and versatile.


6%-22%

-14%-28%

32%-26%

34%-17%

-19%21%

9%2%

0%18%20%

29%30%

5%

FlavorfulA good value

Something everyone would enjoyConvenient

HealthySomething you had on hand

Natural/unprocessedFamiliar

VersatileHas a clean ingredient label

Low in caloriesComforting


A good source of vitaminsOrganic

Locally sourced/producedSomething new

Fit Gap: Honey vs. Sugar, Sorted in Order of ImportanceGap on Top Box Rating (Excellent)

Delivery Gap – Honey vs. Sugar


Beyond calorie content, non-calorie sweeteners also outperform honey most notably on convenience.


20%-3%

13%-14%

18%-8%

31%12%

-1%21%

-48%15%

12%12%15%

25%29%

-8%










Fit Gap: Honey vs. Non-Calorie Sweeteners, Sorted in Order of ImportanceGap on Top Box Rating (Excellent)

Delivery Gap – Honey vs. Non-Calorie Sweeteners


Sweetener & Honey Usage


Consumption patterns largely follow general sweetener preference with sugar being the most commonly consumed, followed by honey and brown sugar.

1%1%2%3%2%9%2%4%14%

1%2%4%5%3%

12%

4%9%

21%

4%6%8%9%11%

13%

14%

21%

25%

9%7%11%

15%26%

10%28%

24%

17%

MolassesAgave nectarOther sugar (like Sugar in the Raw or Turbinado)

Corn syrupMaple syrupNon-calorie sweeteners (like

Splenda or Stevia)

Brown sugarHoneyGranulated sugar (or white

sugar)

How often do you eat the following sweeteners, either by themselves or in other foods or beverages?

Total Sample (n=2000)

More than once/day Every day Several times/week Several times/month

10. Thinking about a typical week, how often do you usually eat the following types of sweeteners, either by themselves or in other foods or beverages.

Sweetener Usage – Total Sample


When considering monthly consumption measures, Natural Balancers are using more sweeteners, more often than the general population sample.

15%16%25%

32%42%44%47%

59%

78%

31%33%43%45%

62%58%66%

76%88%

MolassesAgave nectarOther sugar (like Sugar in the Raw or Turbinado)

Corn syrupMaple syrupNon-calorie sweeteners

(like Splenda or Stevia)

Brown sugarHoneyGranulated sugar (or

white sugar)

Sweetener Consumption – Several Times/Month or More


10. Thinking about a typical week, how often do you usually eat the following types of sweeteners, either by themselves or in other foods or beverages.

Sweetener Usage – Natural Balancers vs. Total Sample


Honey is typically consumed in beverages and at breakfast, although the average consumer selected approximately three different routine uses.

Q11 : Which of the following describes how honey is typically used in your household?

55%

54%

43%

41%

27%

21%

18%

18%

13%

11%

6%

3%

Used in beverages like tea, coffee, or smoothies

Used at breakfast

Used in a recipe

Used in baked goods

Used with snacks

Used for medical purposes

Used for special occasions

Used for everyday occasions

Used at dinner

Used at lunch

Used in alcoholic beverages or mixed drinks

Other

Typical Honey Usage(n=2,000, Total Sample)

Avg. uses

selected: 3.1

Typical Honey Usage – Total Sample


Natural Balancers are consuming honey in a wider variety of ways, averaging nearly four different typical usage occasions.


55%

54%

43%

41%

27%

21%

18%

18%

13%

11%

6%

3%

62%

70%

43%

54%

38%

23%

24%

23%

18%

19%

11%

0

Used in beverages like tea, coffee, or smoothies

Used at breakfast

Used in a recipe

Used in baked goods

Used with snacks




Used at dinner

Used at lunch


Other

Typical Honey UsageTotal Sample Natural Balancers

Gen Pop avg. uses

selected: 3.1

Natural Balancers avg. uses selected:

3.9

Typical Honey Usage – Natural Balancers vs. Total Sample


As beverages and breakfast are common honey occasions, high usage is associated with tea, toast, and hot cereal specifically. Although, nearly one-third of consumers are using honey in cooked or grilled foods at least on a monthly basis.

3%2%2%2%2%2%2%2%1%2%2%3%

1%1%

10%5%5%

3%5%4%4%5%

4%4%3%

5%3%2%

17%14%

12%9%

10%11%10%7%

8%7%8%

6%8%

5%

18%21%

15%18%15%14%

10%11%

11%9%9%7%

9%5%

48%42%

34%32%32%

31%26%

25%24%

22%22%

21%21%

13%

In teaOn toast/biscuits/muffins/bread

On hot cereal/oatmealAs an ingredient in cooked or grilled foods

On pancakes or wafflesAs a sweetener or sugar replacement in baked …

On cold cereal/granolaEaten plain with a spoon

Spread on a sandwichOn yogurt

On fruitIn coffee

In smoothiesIn a cocktail or mixed drink

How often do you consume or use honey in the following forms or occasions?(N=2,000, Total Sample)

More than once/day Every day Several times/week Several times/month

12. How often do you typically consume or use honey in the following types of forms/occasions?

Detailed Honey Usage – Total Sample


Natural Balancers generally follow trend for honey usage, just at a significantly higher frequency than the general population.

47%

42%

34%

32%

32%

30%

26%

25%

24%

23%

22%

22%

21%

13%

69%

63%

52%

55%

50%

55%

46%

44%

39%

44%

39%

41%

38%28%

In teaOn toast/biscuits/muffins/bread

On hot cereal/oatmealAs an ingredient in cooked or grilled foods

On pancakes or wafflesAs a sweetener or sugar replacement in baked goods

On cold cereal/granolaEaten plain with a spoon

Spread on a sandwichIn smoothies

On yogurtOn fruit

In coffeeIn a cocktail or mixed drink

Honey Consumption – Several Times/Month or MoreTotal Sample Natural Balancers

12. How often do you typically consume or use honey in the following types of forms/occasions?

Detailed Honey Usage – Natural Balancers vs. Total Sample


Majority of consumers report that their last honey occasion included honey that they themselves added to the food or beverage. Little differences exist among Natural Balancers in regards to last honey occasions.

13. Please think back to the most recent occasion in which you consumed honey. Which of the following best describes the form of the honey you most recently consumed? Select one.

69%

18%

12%

Last Honey Occasion(Total Sample)

Honey that I added to another food/beverage I was eating or drinking

Honey that was already in an ingredient in a prepackaged food or beverage I was eating or drinking

Honey that was already an ingredient of a fresh or prepared food/beverage I was eating or drinking at/from a restaurant or eaterie


69% 69%

18% 17%

12% 14%

Last Honey Occasion – Natural Balancers vs. Total Sample

51CONSUMER A&U | 201713. Please think back to the most recent occasion in which you consumed honey. Which of the following best describes the form of the honey you most recently consumed? Select one.

40%

16%

7%

6%

4%

4%

4%

3%

3%

3%

2%

1%

1%

5%

40%

12%

7%

8%

5%

3%

5%

2%

5%

5%

2%

2%

2%

2%

Tea

Toast/biscuits/muffins/bread

Pancakes or waffles

Hot cereal/oatmeal

Coffee

A baked good (as a sugar or other sweetener replacement)

Cooked or grilled foods

A smoothie

Yogurt

A sandwich

Cold cereal/granola

Fruit

A cocktail or mixed drink

Some other type of food

I added honey to…Total Sample Natural Balancers

69%

18%

12%



Honey that was already an ingredient a prepackaged food or beverage I was eating or drinking


Both the general population and Natural Balancers were most likely to report that they added honey to tea during this last occasion.

Last Honey Occasion Detail

52CONSUMER A&U | 201713. Please think back to the most recent occasion in which you consumed honey. Which of the following best describes the form of the honey you most recently consumed? Select one.

18%

17%

10%

7%

7%

5%

5%

5%

2%

2%

2%

2%

2%

1%

1%

1%

1%

1%

1%

1%

8%

12%

27%

8%

6%

4%

10%

6%

6%

8%

2%

4%

2%

2%

2%

4%

Snack or granola bars

Ready to drink tea

Throat drops/lozenges

Cereal

Bread, buns, rolls

Ready to drink coffee

Yogurt

Cookies

Ready to drink smoothie

Crackers

Cakes

Dressings, sauces or marinades

Trail mix

Energy supplements

Candy

Pies

Dips or spreads

Chips

Pretzels

Beer/Mead

Some other food or beverage not …

I had honey as an ingredient in a prepackaged food or beverage like…


69%

18%

12%



Honey that was already an ingredient in a prepackaged food or beverage I was eating or drinking


Snack bars and ready-to-drink tea were the most named sources of honey among those who consumed it in a prepacked good.



Tea and baked goods were also likely to be named by those consumers who last had honey at a restaurant.


24%

22%

19%

7%

6%

6%

5%

3%

2%

8%

36%

14%

12%

10%

7%

2%

10%

2%

7%

Beverage like tea or coffee

Baked good

Dessert

Appetizer

Sandwich

Entrée or main course

Cocktail or mixed drink

Salad

Side dish

Some other food or beverage not listed …

As an ingredient in a fresh or prepared food or beverage at/from a restaurant or

eaterie…Total Sample Natural Balancers

69%

18%

12%







For those who most recently ate honey out of home, coffee shops were most named source or location of the product with honey.


26%

21%

13%

12%

12%

7%

5%

3%

38%

12%

17%

7%

10%

12%

2%

2%

Coffee shop

Casual sit down restaurant

Grocery store hot bar (or prepared deli section) where they serve ready-to-eat

food

Fast food restaurants

Fast casual restaurant

Cafeteria at school or work

Other type of restaurant

Upscale or fine dining restaurant

Which of the following best describes the restaurant type in/from which you ate honey

most recently?Total Sample Natural Balancers

69%

18%

12%







Majority of consumers were at home, work, or school during their most recent honey occasion.


79%

12%

5% 3% 1%

Where were you during the most recent occasion you consumed honey?(Total Sample)

At home/work/school

At a restaurant or other place that serves food and beverages

On the go (i.e., on a bus, in my car, etc.)

While working out or doing a physical activity (i.e. at the gym, while biking/running/walking, etc.)Some other place


79% 73%

12% 12%

5% 6%

3% 8%

1% 1%



While the majority of consumers expect to be eating about the same amount of honey next year as they currently do, Natural Balancers have a net positive of 39% for increasing honey consumption.

24. Next year, do you plan to change how much honey you are eating?

26%

69%

% Next year, do you plan to change how much honey you are eating?(Total Sample)

Yes, I will eat more honey in the next year

I will eat the same about of honey I eat now

No, I will eat less honey than I eat now


26% 42%

69% 56%

5% 3%

Net Positive: 21%

Net Positive: 39%

Perceived Changes in Honey Consumption


Honey Shopping


While the majority of consumers do observe the sweeteners in their food and beverages, less than one in four (22%) look for honey specifically.

84%

16%

Look at the ingredient list to see what type of sweetener is in the product

Yes

No

22%

78%

Look at the ingredient list to see if honey is in the product

When shopping, do you ever…?(N=2000, Total Sample)

17. When purchasing or ordering food or beverages, do you ever do the following when deciding what to choose?



Label Observation – Natural Balancers vs. Total Sample


Natural Balancers are more willing to pay for products with honey, regardless of price.

18. Imagine two similar products side-by-side in the grocery store or on a restaurant menu; one product has honey while the other does not have any honey in it. Which statement more accurately reflects which product you will purchase?

14%

26%

25%

7%

28%

Which statement more accurately reflects which product you will purchase?

(Total Sample)

I will buy the product with honey, regardless of price

I will buy the product with honey, even if I have to pay a little more for it

I will buy the product with honey, but only if it does not cost more

I prefer the product that does not have honey

It does not influence my decision


14% 30% (214)

26% 33% (127)

25% 18% (72)

7% 3% (43)

28% 16% (57)

Value Perception – Natural Balancers vs. Total Sample


Honey is largely a planned purchase, either as a restock item or, for about one in four consumers, an ingredient in a specific meal or recipe.

Q20. Now, thinking about that last time your purchased honey by itself, was it…?

36%

27%

19%

9%

2%

Now thinking about the last time you purchased honey by itself, was it ….?

(Total Sample)

A planned purchase decided before entering the store just to stock up

A planned purchase decided before entering the store intended as part of a specific meal or recipe

Decided while shopping in the grocery store’s honey section

Decided while shopping in another part of store (not the honey section)

Other


36% 29% (81)

27% 32% (119)

19% 21% (111)

9% 13% (144)

2% 0 (0)

8% 5% (63)

Planned Purchase – Natural Balancers vs. Total Sample


Unlike the total sample, Natural Balancers are most likely to buy honey at supercenters over traditional grocers. They also tend to buy honey from a wider variety of locations, including natural food stores, club stores, farmers’ markets, etc.

19. Please indicate where you typically shop for or purchase honey. Please select all that apply.

47%

45%

20%

17%

17%

8%

7%

6%

4%

2%

2%

41%

53%

36%

25%

21%

10%

10%

9%

5%

4%

2%

Traditional Grocery Store/Supermarket (e.g. Safeway, Kroger)

Supercenter (e.g. Wal-Mart, Target)

Natural food store (e.g. Whole Foods, Trader Joes, etc.)

Club store (e.g. Sam's, Costco, BJ's)

Farmers' market

Dollar store

Local cooperative or beekeeper

Drug store (e.g. Walgreens, CVS)

Specialty store

Online

Other

Honey Purchase LocationTotal Sample Natural Balancers

Honey Purchase Location – Natural Balancers vs. Total Sample


Over half of the total sample indicates that they at least sometimes check for the country of origin on honey products. Those that do generally prefer honey to be from the United States.

24%

28%19%

30%

When purchasing honey, do you check for the country of origin?

Always

Sometimes

Rarely

Never

23. C. When purchasing honey, do you check for the country of origin? 23. D. What countries do you prefer your honey to be from?

24%

4%7%

69%

21%

6%5%

68%

I don't have a preference

MexicoCanadaUnited States

What countries do you prefer your honey to be from?


Natural Balancers (n=305):

Always: 36%Sometimes: 31%

Country of Origin – Natural Balancers vs. Total Sample


Barriers & Substitutes


Consumers were most likely to cite that they already eat enough honey as the main barrier to consumption. Price, a desire for variety, and lack of awareness were also common unaided mentions.

25. What are the reasons you don’t eat honey more frequently?

15%13%

10%10%

9%6%6%

4%4%4%

3%3%3%

2%2%

1%1%1%1%1%

22%13%

10%8%

6%6%

5%6%

3%3%

2%3%

1%3%

1%

2%1%1%

I already eat enough honey/positive mentionsCost/Expensive

Desire for variety Don’t think about it

Don’t like itOnly eat it with specific meals /use it with certain recipes

Tastes too sweetLlimited food choices/recipes that goes with honey

Don't like the flavor/tastePrefer to use other sweeteners

High caloriesTo high in sugar content/trying to lower sugar intake

Just prefer to have it on drinks Specific Health issues/concerns (i.e. diabetic, bad for teeth, etc.)

Lack of availability/Hard to findMessy

Don't like its texture (i.e. too thick, sticky, etc.)No easy to use/Inconvenient

Fattening/ On diet/trying to lose weightOnly use it when sick

Barriers to More Frequent Consumption (Unaided, Open-End)


Barriers – Open-End, Natural Balancers vs. Total Sample


On an aided basis, lack of top-of-mind awareness was the most mentioned barrier among the total sample. Natural Balancers feel they already eat a lot of honey or that it’s too expensive.

26. And which of the following best describes why you don’t eat (or purchase) honey more frequently?

29%

24%

21%

14%

10%

9%

9%

9%

6%

6%

20%

27%

29%

12%

10%

10%

10%

6%

2%

5%

It doesn't occur to me to use honey

Honey is too expensive

I already eat enough honey / it would be hard for me to eat more honey

I prefer other sweeteners

I don't have any recipes for honey

Honey is too high in calories

Honey is too sweet

I have no need/use for honey

I don't like the taste

Honey is too high in carbohydrates

Barriers to More Frequent Consumption (Aided, select all that apply)


Barriers – Closed-End, Natural Balancers vs. Total Sample


Sugar is the most acceptable honey substitute among the general population. Natural Balancers tend to prefer maple syrup as a honey alternative.

27. If you could no longer have honey, which of the following would you most likely use instead?

23%

15%

14%

11%

10%

10%

7%

5%

3%

2%

17%

20%

12%

11%

14%

11%

4%

6%

3%

1%


Maple syrup


Brown sugar

Agave nectar

Jelly or jam

Nothing

Other sugar (Sugar in the Raw, Turbinado)

Molasses

Corn syrup

Acceptable Honey SubstitutesTotal Sample Natural Balancers

Honey Substitutes – Natural Balancers vs. Total Sample


Honey Communications


Consumers were very responsive and motivated by honey statements.

30. Assuming all of the statements listed below are true about honey, how motivating would each of the following be in getting you to eat honey more often?

55%

49%

51%

45%

52%

47%

42%

45%

44%

44%

42%

39%

36%

35%

36%

31%

37%

41%

38%

44%

37%

41%

44%

41%

42%

41%

43%

43%

42%

41%

39%

37%

92%90%89%89%89%88%86%86%86%85%85%

82%78%76%75%

68%

Honey is an all-natural sweetener

Honey is versatile and can be used in many ways

Honey is an effective cough suppressant

Honey keeps baked goods moist

Honey is better for me than other sweeteners

Honey is an ingredient I can feel good about feeding my family

Honey is slightly sweeter than sugar, so less can be used to achieve the same sweetness

Pure honey contains trace amounts of vitamins, minerals and antioxidants

Foods sweetened with honey taste better than foods made with other sweeteners

Honey is an ingredient the whole family loves

Honey is easily dissolvable in beverages

Honey can be used as a binder and thickener for sauces, dressings, marinades and dips

Honey comes in a variety of forms including comb, liquid, crystallized, and whipped

There are more than 300 unique varietals of honey in the United States

Honey is used in personal care products because it is a natural moisturizer

Honey is a source of carbohydrates with 17 grams per tablespoon

Motivating Statements(N=2000, Total Sample)

Very Motivating Somewhat Motivating

Motivating Statements - Total Sample


Natural Balancers were also very responsive and motivated by honey statements.

71%

71%

69%

67%

68%

66%

61%

67%

59%

62%

62%

66%

61%

59%

62%

48%

25%

25%

26%

28%

27%

29%

33%

27%

35%

31%

31%

26%

31%

32%

29%

35%

96%96%95%95%95%95%94%94%94%93%93%92%92%91%91%

83%







Honey is slightly sweeter than sugar, so less can be used to achieve the same …


Foods sweetened with honey taste better than foods made with other sweeteners

Honey can be used as a binder and thickener for sauces, dressings, marinades and …

Honey comes in a variety of forms including comb, liquid, crystallized, and whipped






Motivating Statements(N=305, Natural Balancers)


30. Assuming all of the statements listed below are true about honey, how motivating would each of the following be in getting you to eat honey more often?

Motivating Statements – Natural Balancers


When asked for the single most motivating statement to eat honey more often, two answers rose to the top: “honey is better for me than other sweeteners” and “honey is an all-natural sweetener.”

31. Now, which of the following is the most effective in motivating you to eat honey more often?

17%15%

11%11%

8%6%6%

5%5%

4%2%2%2%2%

1%1%

15%11%11%12%

7%6%

4%4%

3%8%

4%3%

6%3%

2%2%






Honey is slightly sweeter than sugar, so less can be used to achieve the …



Foods sweetened with honey taste better than foods made with other …


Honey can be used as a binder and thickener for sauces, dressings, …


Honey comes in a variety of forms including comb, liquid, crystallized, and …




Single Most Motivating StatementTotal Sample Natural Balancers

Single Most Motivating Statement – Natural Balancers vs. Total Sample


Dietitians, doctors, and health websites were rated as the most trustworthy sources for honey information, even more so than nurses and product labels.

32. Which of the following sources would you trust for information regarding honey and its uses?

41%

39%

39%

31%

30%

29%

25%

24%

22%

22%

22%

17%

10%

7%

7%

6%

4%

3%

38%

36%

33%

37%

30%

31%

29%

26%

24%

25%

25%

16%

14%

8%

10%

10%

6%

3%

Dietitians or nutritionistsFamily doctor or pediatricianHealth websites (like WebMD)

Friends and familyStore/Farmerss market/Farmer/Beekeeper

My own knowledgeCooking Websites

Internet search enginesProduct labels or honey companies

TV cooking showsChefsNurse

MagazinesNewspapers

Social networking sites (like Facebook or Twitter)Information received at a special event (e.g. concert, …

Coupons or in-store circularsRadio shows

Trusted Honey Information SourcesTotal Sample Natural Balancers

Trusted Information Sources – Natural Balancers vs. Total Sample


Sustainability


Approximately three in four consumers indicated they were aware of the declining honey bee population before taking this survey.

36. Before taking this survey, were you aware of the declining honey bee population?

76%

24%

Declining honey bee population

Yes

No

Awareness of…(N=2,000, Total Sample)

Awareness of Declining Bee Population – Natural Balancers vs. Total Sample

Natural Balancers (n=305):Yes: 75%No: 25%

74CONSUMER A&U | 2017 36. Before taking this survey, were you aware of the declining honey bee population?

76%

24%


Yes

No


2017 A&U vs. 2016 Segmentation - Awareness of Declining Bee Population


2017 A&U 2016 Segmentation

63%

37%


Yes

No



Total sample and Natural Balancers indicated higher awareness of the declining honey be population this year.


54%

48%

49%

32%

31%

29%

27%

24%

30%

34%

35%

32%

42%

41%

36%

34%

37%

30%

88%

83%

81%

74%

72%

65%

61%

61%

60%

Food safety

Farming chemicals, pesticides, or chemical residue

Bees (i.e., honey bee health, pollination, etc.)

Packaging that is recyclable or environmentally friendly

Local sourcing/farming (i.e., how far does this food travel)

Carbon footprint

Organic or made with organic ingredients

Social responsibility (i.e., a percentage of proceeds donated to a cause)

GMOs

Concern with Sustainability Topics(N=2000, Total Sample)

Very Concerned Somewhat Concerned

33. Are you concerned about any of the following as they relate to the foods you eat overall?

Less than half of the general population is “very concerned” about bees.

Concern with Sustainability Topics – Total Sample


49%

42%

32%

33%

81%

75%

2017 A&U Total Sample

2016 Segmentation Total Sample

Concern with Bee HealthVery Concerned Somewhat Concerned


2017 A&U vs. 2016 Segmentation - Concern with Bees

Natural Balancers (n=305):Very Concerned = 60%

Natural Balancers (n=480):Very Concerned = 53%

Naturally as awareness increased, an uptick in concern for honey bees was also observed.


Concern with Sustainability Topics – Top Box, “Very Concerned”Natural Balancers vs. Total Sample

(% of Total Sample)


Food safety 54% 64% 10%Bees (i.e., honey bee health, pollination, etc.) 49% 60% 11%

Farming chemicals, pesticides, or chemical residue 48% 59% 11%Packaging that is recyclable or environmentally friendly 32% 46% 14%Local sourcing/farming (i.e., how far does this food travel) 31% 47% 16%GMOs 30% 45% 15%Carbon footprint 29% 44% 15%Organic or made with organic ingredients 27% 41% 14%Social responsibility (i.e., a percentage of proceeds donated to a cause) 24% 41% 17%


Natural Balancers are more concerned with sustainability topics overall. Concern with Sustainability Topics – Natural Balancers vs. Total Sample


54%

44%

38%

31%

24%

27%

25%

21%

19%

22%

27%

31%

31%

33%

24%

23%

26%

27%

77%

71%

69%

62%

57%

51%

48%

47%

46%



Food safety




GMOs

Carbon footprint

Social responsibility (i.e., a percentage of proceeds donated to …

Concern with Sustainability Topics in Regards to Honey(N=Varies by Topic, Represents Percentage of Total Sample)

Very Concerned Somewhat Concerned

34. Of the topics you indicated being concerned about, which ones are you concerned about in regards to honey?

Just over half the total sample is very concerned about bees in regards to honey specifically.

Concern with Topics in Regards to Honey – Total Sample


Concern with Sustainability Topics in Regards to Honey, Top Box, “Very Concerned”Natural Balancers vs. Total Sample

(% of Total Sample)


Bees (i.e., honey bee health, pollination, etc.) 54% 60% 6%Farming chemicals, pesticides, or chemical residue 44% 57% 13%Food safety 38% 48% 9%Local sourcing/farming (i.e., how far does this food travel) 31% 50% 19%Organic or made with organic ingredients 27% 42% 15%GMOs 25% 39% 14%Packaging that is recyclable or environmentally friendly 24% 41% 17%Carbon footprint 21% 39% 17%Social responsibility (i.e., a percentage of proceeds donated to a cause) 19% 34% 16%

34. Of the topics you indicated being concerned about, which ones are you concerned about in regards to honey?

Natural Balancers are only slightly more concerned with the bee population in regards to honey, relative to the total sample.

Concern with Topics in Regards to Honey – Natural Balancers vs. Total Sample


6%

3%

3%

3%

2%

1%

1%

1%

1%

6%

5%

4%

3%

3%

3%

3%

3%

2%

12%

8%

7%

6%

5%

4%

4%

3%

3%



Food safety

GMOs

Carbon footprint



Social responsibility (i.e., a percentage of proceeds donated to a cause)


Impact on Honey Purchase(N=Varies by Topic, Represents Percentage of Total Sample)

Very Less Likely to Buy Honey Somewhat Less Likely to Buy Honey

35. Of the issues that you are very concerned about as it relates to honey, how do they impact your likelihood to buy honey in the future?

While consumers indicate concern and awareness of bees, only 8% say it will actually impact how often they purchase honey.

Impact on Honey Purchase – Total Sample

81CONSUMER A&U | 2017 35 : Of the issues that you are very concerned about as it relates to honey, how do they impact your likelihood to buy honey in the future?

Impact on Honey Purchase, Top Box, “Very Less Likely to Buy Honey”Natural Balancers vs. Total Sample

(% of Total Sample)


Farming chemicals, pesticides, or chemical residue 6% 6% 0%Bees (i.e., honey bee health, pollination, etc.) 3% 2% -1%GMOs 3% 4% 1%Food safety 3% 3% 1%Carbon footprint 2% 2% 0%Organic or made with organic ingredients 1% 1% 0%Local sourcing/farming (i.e., how far does this food travel) 1% 2% 1%Packaging that is recyclable or environmentally friendly 1% 2% 1%Social responsibility (i.e., a percentage of proceeds donated to a cause) 1% 1% 0%

Natural Balancers mirror the general population on honey purchase impact.

Impact on Honey Purchase – Natural Balancers vs. Total Sample


34%

22%17%

6%3%

18%

Which of the following best describes your impression of whether using honey is good or bad for honey bees?

(Total Sample)

Very good for honey bees

Somewhat good for honey bees

Not good or bad for honey bees

Somewhat bad for honey bees

Very bad for honey bees

Don’t know/not sure


34% 44% (129)

22% 22% (100)

17% 14% (82)

6% 5% (83)

3% 3% (100)

18% 11% (61)

36. Which of the following best describes your impression of whether using honey is good or bad for honey bees?

Majority of consumers and Natural Balancers feel that using honey is good for the bees.

Honey and Bees – Natural Balancers vs. Total Sample


74%

65%

65%

68%

21%

29%

29%

26%

95%

94%

94%

94%

Bees are critical to the health of our planet and food chain, so beekeepers are careful to apply best practices that support bee

health.

Eating honey is not harmful to bees because producers promote best practices that support bee nutrition, well-maintained apiaries, and the appropriate application of pest control.

Beekeeping is a labor of love that dates back to ancient times. Today, beekeepers perform a variety of tasks from ensuring

large, healthy adult...

Beekeepers make room within the hive so they can remove honey without endangering the bees.

Sustainability Communications(Total Sample)


37. Assuming the following statements are true, please tell us how effective each statement would be in motivating you to eat honey more often.

The statement about bees being critical to the health of our planet and food chain tested most positively with consumers.

Sustainability Communications – Total Sample


Sustainability Communications, Top Box, “Very Motivating”Natural Balancers vs. Total Sample


Bees are critical to the health of our planet and food chain, so beekeepers are careful to apply best practices that support bee health.

74% 76% 2%

Beekeepers make room within the hive so they can remove honey without endangering the bees.

68% 79% 11%

Beekeeping is a labor of love that dates back to ancient times. Today, beekeepers perform a variety of tasks from ensuring large, healthy adult...

65% 78% 13%

Eating honey is not harmful to bees because producers promote best practices that support bee nutrition, well-maintained apiaries, and the appropriate application of pest control.

65% 74% 9%

37. Assuming the following statements are true, please tell us how effective each statement would be in motivating you to eat honey more often.

Natural Balancers also positively received the sustainability communications.

Sustainability Communications – Natural Balancers vs. Total Sample


44%

39%

17%

Which statement more accurately reflects which product you will purchase?

(Total Sample)

I will buy the product that promotes bee friendly causes, regardless of price

I will buy the product that promotes bee friendly causes, even if I have to pay a little more for it

I will buy the product that promotes bee friendly causes, but only if it does not cost more


44% 62% (141)

39% 29% (74)

17% 9% (53)

38. Imagine two similar products side-by-side in the grocery store or on a restaurant menu; one product promotes bee friendly causes, the other does not. Which statement more accurately reflects which product you will purchase?

Consumers indicate a willingness to purchase honey products that promote bee friendly causes.

Purchase Intent and Causes – Natural Balancers vs. Total Sample


65%

59%

63%

58%

31%

37%

33%

36%

96%

96%

96%

94%

NHB supports the work of leading scientists in the field, with a focus on promoting honey bee health and

preventing disease.

NHB partners with industry research organizations to better understand the issues related to honey bee

health and explore solutions.

NHB helps to fund the planting of high-quality landscaping and foraging areas where honey bees are

in need of food.

NHB allocates five percent of its revenue each year to honey bee health research and has done so since 2008,

representing funding of over $3 million to-date.

Board Communications(Total Sample)


39. The National Honey Board (NHB) is an industry-funded organization that promotes the benefits and uses of honey through research and marketing. To what degree, if at all, does each statement below support that the NHB is a partner in exploring solutions to the causes of honey bee health decline?

They are also motivated by statements that support the board working with scientists to promote bee health.

Board Communications – Total Sample


Impact on Honey Purchase, Top Box, “Very Supportive”Natural Balancers vs. Total Sample


Gap to Total(Natural Balancers – Total)

NHB supports the work of leading scientists in the field, with a focus on promoting honey bee health and preventing disease. 65% 72% 7%

NHB helps to fund the planting of high-quality landscaping and foraging areas where honey bees are in need of food. 63% 72% 9%

NHB partners with industry research organizations to better understand the issues related to honey bee health and explore solutions. 59% 68% 9%

NHB allocates five percent of its revenue each year to honey bee health research and has done so since 2008, representing funding of over $3 million to-date.

58% 71% 13%

39. The National Honey Board (NHB) is an industry-funded organization that promotes the benefits and uses of honey through research and marketing. To what degree, if at all, does each statement below support that the NHB is a partner in exploring solutions to the causes of honey bee health decline?

Natural Balancers also have above-average receptiveness to these statements tested.

Board Communications – Natural Balancers vs. Total Sample


Segmentation Tracking

89CONSUMER A&U | 2017 28. Please rate how well honey fits with the following attributes.

51%50%

48%45%44%

42%42%

39%38%37%

35%34%34%

32%32%

28%19%18%

40%38%

36%31%

37%32%

29%

28%

28%28%

25%26%

Natural/unprocessedFlavorfulFamiliar

Locally sourced/producedHealthyOrganic

Has a clean ingredient labelComforting

Something everyone would enjoySomething you had on hand

VersatileConvenient

GMO freeA good source of vitamins

Gives you energyA good value

Low in caloriesSomething new

Honey Fit with Key Attributes% Selecting “Excellent”

2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation - Honey Attribute Delivery

Honey delivery ratings increased significantly on all attributes tested again in 2017.

90CONSUMER A&U | 201730. Assuming all of the statements listed below are true about honey, how motivating would each of the following be in getting you to eat honey more often?

55%

49%

51%

45%

52%

47%

42%

45%

44%

44%

42%

39%

36%

35%

36%

31%

45%

45%

36%

36%

34%

42%

37%

33%

31%

30%

31%

27%













Honey comes in a variety of forms including comb, liquid, crystallized, …




Motivating Statements2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation - Motivating Statements

Consumers were more motivated by honey communications in the 2017 A&U study than they were from the previous segmentation study.

91CONSUMER A&U | 2017 31. Now, which of the following is the most effective in motivating you to eat honey more often?

17%

15%

11%

11%

8%

6%

6%

5%

5%

4%

2%

2%

2%

2%

1%

1%

21%

19%

12%

7%

6%

5%

4%

3%

4%

5%

3%

3%













Honey comes in a variety of forms including comb, liquid, crystallized, and …




Single Most Motivating Statement2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation – Single Most Motivating Statement

Honey health messages continue to be the preferred communication points in 2017.

92CONSUMER A&U | 2017 26. And which of the following best describes why you don’t eat (or purchase) honey more frequently?

29%

24%

21%

14%

10%

9%

9%

9%

6%

6%

30%

21%

13%

11%

8%

11%

16%

9%

5%

It doesn't occur to me to use honey

Honey is too expensive

I already eat enough honey / it would be hard for me to eat more honey

I prefer other sweeteners

I don't have any recipes for honey

Honey is too high in calories

Honey is too sweet

I have no need/use for honey

I don't like the taste

Honey is too high in carbohydrates

Barriers to More Frequent Consumption (Aided, select all that apply)

2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation - BarriersIn this year’s study, consumers were more likely to cite price and high consumption as barriers. Less people said they had no need or use for honey.

93CONSUMER A&U | 2017 27. If you could no longer have honey, which of the following would you most likely use instead?

23%

15%

14%

11%

10%

10%

7%

5%

3%

2%

14%

11%

7%

8%

6%

19%

22%

3%

2%

2%


Maple syrup


Brown sugar

Agave nectar

Jelly or jam

Nothing

Other sugar (Sugar in the Raw, Turbinado)

Molasses

Corn syrup

Acceptable Honey Substitutes2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation - Honey SubstitutesVarious sweeteners were more likely to be named as acceptable honey substitutes in 2017, but the structure of the questionnaire changed to include a broader focus on these sweeteners as a competitive set.

94CONSUMER A&U | 2017 32. Which of the following sources would you trust for information regarding honey and its uses?

41%

39%

39%

31%

30%

29%

25%

24%

22%

22%

22%

17%

10%

7%

7%

6%

4%

3%

39%

39%

37%

28%

24%

29%

23%

21%

19%

23%

20%

17%

11%

9%

8%

6%

6%

5%

Dietitians or nutritionistsFamily doctor or pediatricianHealth websites (like WebMD)

Friends and familyStore/Farmerss market/Farmer/Beekeeper

My own knowledgeCooking Websites

Internet search enginesProduct labels or honey companies

TV cooking showsChefsNurse

MagazinesNewspapers

Social networking sites (like Facebook or Twitter)Information received at a special event (e.g. concert, …

Coupons or in-store circularsRadio shows

Trusted Honey Information Sources2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation - Trusted Information Sources

Little changes in trusted information sources were observed from year to year.



*Text updated from “non-alcoholic beverages

55%

54%

43%

41%

27%

21%

18%

18%

13%

11%

6%

3%

27%

57%

36%

35%

25%

20%

16%

20%

14%

12%

7%

4%

Used in beverages like tea, coffee, or smoothies*

Used at breakfast

Used in a recipe

Used in baked goods

Used with snacks




Used at dinner

Used at lunch


Other

Typical Honey Usage2017 A&U Total Sample 2016 Segmentation Total Sample

2017 A&U vs. 2016 Segmentation – Honey UsageTypical honey uses generally follow consistent patterns from the previous year.


Appendix


Less than one-third (30%) of Americans and less than one-fourth (22%) of Natural Balancers would be considered “lapsed honey users.” Even fewer are “honey rejecters.”


57%

30%

5%

4%

5%

70%

22%

4%

1%

2%

(5) - I currently use this as a sweetener or consume products with

this sweetener in them

(4) - I have used this in the past or had products with this sweetener in

them but not recently

(3) - I tried this once but would not use it again or would not choose products

with this sweetener in them

(2) - I have seen this sweetener but have never tried it, either directly or

as an ingredient in a product

(1) - I have seen this ingredient but I never considered it as a sweetener

Honey Familiarity & Usage (Self-Reported)Total Sample (n=2000) Natural Balancers (n=305)

Honey Familiarity – Aided, Natural Balancers vs. Total Sample


While a very small base size (n=40), those consumers who picked agave nectar as their favorite sweetener rate it extremely high on important attributes relative to honey.


6%-16%

-4%-13%

-9%-3%

-5%4%

-7%0%

-17%-5%

-15%-15%

-19%-16%

7%-31%










Fit Gap: Honey vs. Agave Nectar, Sorted in Order of ImportanceGap on Top Box Rating (Excellent)

Delivery Gap – Honey vs. Agave Nectar


For both consumer groups, honey significantly overperforms on many key attributes.

4. For each of the following attributes, how important is each to you when deciding what specific sweetener to choose?*Positive numbers indicate honey is overperforming relative to importance

Importance vs. Performance – Natural Balancers & Total Sample (Sorted in Order of Importance)Total Sample Gap

(Delivery – Importance)Natural Balancer Gap(Delivery – Importance)

Flavorful 8% 10%

A good value -8% -5%

Something everyone would enjoy 5% 3%

Convenient 2% 5%

Healthy 14% 14%

Something you had on hand 8% 13%

Natural/unprocessed 26% 23%

Familiar 23% 29%

Versatile 10% 12%

Has a clean ingredient label 19% 18%

Low in calories -3% 3%

Comforting 19% 24%

Gives you energy 13% 15%

GMO free 15% 17%

A good source of vitamins 14% 19%

Organic 27% 30%

Locally sourced/produced 31% 36%

Something new 7% 7%

Honey Delivery – Natural Balancers vs. Total Sample


Liquid honey is by far the most common form purchased, followed by comb and crystallized honey.

22. Which of the following best describes the form of honey that you typically purchase?

62%

32%

14%

7%

6%

4%

3%

1%

1%

59%

36%

19%

11%

9%

7%

3%

0

1%

Liquid honey

Raw honey

Comb honey

Flavored honey

Naturally crystallized honey

Whipped or cream honey

Varietal honey

Other

None of the above

Honey FormTotal Sample Natural Balancers

Honey Forms – Natural Balancers vs. Total Sample


When consumers purchase honey and they do buy another sweetener, it’s most likely sugar.

21. That last time you purchased honey, did you also buy any of the following sweeteners (in any form)? Select all that apply.

24%

17%

15%

13%

5%

4%

3%

3%

47%

34%

24%

20%

19%

9%

5%

5%

8%

30%


Brown sugar

Maple syrup


Agave nectar


Corn syrup

Molasses

I did not purchase any of the above sweeteners in addition to honey

That last time you purchased honey, did you also buy any of the following sweeteners (in any form)? Select all that apply.


Competing Sweetener Purchases – Natural Balancers vs. Total Sample

NHB AAU 2017 Full Report (Read-Only)CONSUMER A&U | 2017 10 Sweetener & Honey Usage • Consumption...

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