Consumers are becoming more mindful of what goes into the foods and beverages they purchase. From checking ingredient labels to exploring alternatives to traditional sugar, many shoppers are looking for products that offer natural ingredients, great flavor, and everyday convenience.
Honey fits naturally into these preferences. Its familiar taste, simple ingredient list, and versatility have made it a longtime kitchen staple. According to the National Honey Board’s 2025 U.S. Honey Consumer Attitudes & Usage Study, honey has surpassed white sugar to become consumers’ favorite sweetener. For grocery retailers and private label brands, understanding this growing appeal can help create opportunities to attract shoppers and encourage purchases.
The Growing Appeal of Natural Sweeteners
One of the biggest reasons consumers are drawn to natural sweeteners is the desire for simpler, more recognizable ingredients. Shoppers want to understand what they’re purchasing, and many pay closer attention to food labels when comparing products.
Honey offers a familiar option. Pure honey is produced by honey bees from floral nectar and can be sold without added ingredients, making it appealing to consumers who prefer straightforward ingredient lists.
The National Honey Board’s research reflects this interest. In its 2025 study, 29% of surveyed shoppers named honey their favorite sweetener, placing it ahead of granulated white sugar. For retailers, this creates an opportunity to highlight honey’s natural origins, ingredient simplicity, and distinctive characteristics through clear packaging and product descriptions.
Health-Conscious Shoppers Are Paying Attention
Health and wellness also influence how consumers choose sweeteners. Many shoppers want to make more intentional food choices without sacrificing the flavors they enjoy, and honey often appeals to these consumers because of its natural origins and reputation as an alternative to refined sugar.
According to the National Honey Board, the percentage of consumers who viewed honey as a natural source of antioxidants, vitamins, and minerals increased by seven points from 2024 to 2025.
While these perceptions help explain honey’s appeal, honey is still a form of added sugar when used to sweeten foods and beverages. For private label brands, the opportunity is to communicate honey’s natural qualities and sourcing information accurately without overstating its nutritional benefits.
Flavor and Versatility Matter Just as Much
Although natural ingredients and wellness influence purchasing decisions, taste remains a major priority. Honey offers a distinctive flavor that works in both sweet and savory applications, making it easy to incorporate into everyday meals.
Consumers can add honey to tea or coffee, drizzle it over yogurt or oatmeal, incorporate it into baked goods, or use it in homemade sauces, marinades, and salad dressings. Different honey varieties also offer unique flavor profiles for shoppers who enjoy experimenting in the kitchen.
This versatility gives retailers a valuable selling point. Rather than positioning honey as a product with only a few uses, they can show shoppers how it fits into meals throughout the day.
What These Preferences Mean for Private Label Honey
As shoppers become more selective, retailers have an opportunity to make their private label honey offerings more appealing by understanding what different consumers value.
Some prioritize affordability and convenience, making familiar honey varieties in easy-to-use squeeze bottles attractive options. Others may be interested in organic honey, distinctive floral varieties, or products with detailed sourcing information.
Offering a thoughtful assortment of private label honey products allows retailers to appeal to these preferences while giving shoppers reasons to explore store-brand options. Clear labels, appealing packaging, and useful product information can also help private label honey stand out on crowded grocery store shelves.
Understanding the sourcing, testing, and packaging processes behind honey products can also help retailers make informed decisions when developing their private label offerings.
Helping Shoppers Discover More Ways to Use Honey
Beyond offering the right products, retailers can encourage purchases by showing consumers how to use honey in their everyday routines.
Displaying honey near tea, yogurt, oatmeal, or baking ingredients can remind shoppers of familiar uses. Seasonal recipe cards, shelf signage, and social media content can introduce ideas such as honey-based salad dressings, marinades, and glazes.
These simple merchandising strategies help shoppers see honey as more than an occasional purchase and encourage them to keep it stocked in their kitchens.
Support Your Private Label Honey Program With GloryBee
Consumer interest in natural sweeteners presents an opportunity for retailers to strengthen their honey offerings and connect with shoppers looking for quality, flavor, and convenience.
GloryBee offers dependable honey sourcing and private label solutions to help businesses develop products that reflect consumer preferences. Contact our team to explore options for your retail honey program.
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