SHOPPER DATA

Household penetration data showed honey being purchased by 35.7% of U.S. households in 2024, ahead 2.3 points versus the prior year. The average household was purchasing honey 2.19 times in 2024, an improvement over the 2.15 times during 2023¹.

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 mass merchandiser segment rang up the largest share of honey dollar sales in 2024, accounting for 40.0% of sales and growing 6.3% over 2023. Grocery stores held the #2 spot at 37.1% of dollar sales in 2024 followed by wholesale clubs at 19.9%; both recorded increases for the year at +1.8% and +4.1% respectively¹.

¹ Source: NielsenIQ Panel On Demand Omnishopper, latest 52 w/e 11/02/24

² Source: Byzzer data, Total US All Outlets, Latest 52 Weeks Ending 8/12/2023