SHOPPER DATA
Household penetration data showed honey being purchased by 30.3% of U.S. households in 2022, down 1.2 points versus the prior year. The average household was purchasing honey 2.0 times in 2022, the same rate as during 20211.
49.4% of honey category shoppers have attended or graduated college, and 36.5% have an annual household income of $100K or greater. 34.9% of honey purchasers reside in two-person households, with single-person households accounting for another 20.3%. The age of the head of household for 30.8% of honey-purchasing households was 65+, while the head of household was between the ages of 45-54 in another 21.8% of households2.
The conventional grocery segment rang up the largest share of honey dollar sales in 2022, accounting for 34.2% of sales and growing 11.2% over 2021. Warehouse clubs held the #2 spot at 22.5% of dollar sales in 2022 followed by supercenters at 21.7%; both saw strong increases for the year at 15.7% and 14.8% respectively. The segment turning in a third year of strong year-over-year growth in honey dollar sales was “pure play” online retailers (e.g. Amazon), which rocketed ahead 74.7% over 20211.
1 Source: Answers on Demand Homescan, Total US, Latest 52 Weeks Ending 11/05/2022
2 Source: Byzzer data, Total US All Outlets, Latest 52 Weeks Ending 8/12/2023