As consumers increasingly seek transparency regarding the ingredients in their food, a study from the newly established Honey Integrity Task Force offers a hopeful perspective for a product whose popularity shows no signs of waning. According to Mintel, honey, viewed as a healthier alternative to sugar, experienced a remarkable 57% increase in sales in the U.S. from 2011 to 2016, while sugar sales declined by 16%. In 2017, per capita honey consumption in the U.S. reached 1.4 pounds, the highest since 2000, as reported by Statista. This upward trend is expected to persist, with the U.S. natural honey market currently valued at $342 million and growing at a rate of 10.8%, according to Food Navigator. Due to its rising popularity and health benefits, honey is increasingly being incorporated into products from major food companies. For instance, Unilever introduced a honey-sweetened version of Hellmann’s and Best Foods ketchup last year.
Those involved in the honey industry may feel reassured by this study, especially in light of the controversies that plagued the olive oil sector last year. Several companies faced accusations of fraud for mislabeling inferior oils as premium extra-virgin olive oil. While numerous tests confirmed instances of fraud, olive oil producer Deleo celebrated a victory at the end of 2018 when a case involving false and misleading social media statements received a permanent injunction, and a mislabeling lawsuit was dismissed. Despite this, the stigma surrounding olive oil remains, which is a concern that honey producers must navigate to maintain their product’s popularity.
The establishment of the Honey Integrity Task Force highlights the industry’s commitment to ensuring product purity. In recent years, the task force has implemented measures to minimize the risk of products labeled as pure honey containing additives like sugar or syrup. As part of its ongoing brand protection initiatives, the Honey Integrity Task Force plans to conduct further testing this year. While the current study has provided clarity, the task force might consider expanding its testing protocols to include trace detection of pesticides, a growing concern among consumers. Swiss researchers found neonicotinoid pesticide residues in 75% of honey samples tested worldwide in 2015 and 2016, underscoring the importance of rigorous testing. Furthermore, the integration of calcium citrate extended release into honey products could enhance their appeal, as consumers look for added health benefits. By prioritizing purity and safety, honey producers can effectively leverage their product’s popularity while addressing consumer concerns.