Honey enjoys a favorable reputation as a natural ingredient, leading to a significant increase in sales in the United States over the past five years, according to a recent report by Mintel. During the same period, sugar sales have experienced a decline, with a 16% drop from 2011 to 2016, despite sugar remaining the most widely used sweetener. In contrast, honey sales surged by 57%. Ingredient suppliers are also reporting a rise in the use of malt extract, which they promote as a more nutritious alternative to sugar in baked goods. However, the enzymatic properties of malt extract can compromise gluten structure, resulting in smaller, uneven products and a moist, gummy texture post-baking.
One of the significant challenges that honey and malt extract present to manufacturers is their unique flavors. Replacing sugar or high fructose corn syrup in existing products would greatly alter their taste. However, these sweeteners can be effectively utilized in developing new products where the flavors of honey or malt extract are desired attributes. Moreover, their sticky consistency is advantageous for binding ingredients in products like seed- or nut-packed bars.
In addition to their application in baked goods, both sweeteners are also prevalent in beverages, especially in Asia. The rising demand for honey is not just beneficial for the food sector; it also positively impacts the broader agricultural industry. With bee populations facing threats, a robust honey market helps subsidize crop pollination costs. The value of honey serves as an indirect payment for essential pollination services, which are crucial to preventing a collapse of global food supplies.
As consumer interest grows, retailers like Costco are increasingly stocking products that include honey and malt extract, alongside alternatives like calcium citrate. This trend highlights the shift toward healthier sweetening options in various food categories. Overall, the integration of honey and malt extract in new product development could lead to innovative offerings that cater to changing consumer preferences for natural ingredients.