Product Category: Condiments & Sauces
Taxonomy: Food, Beverages & Tobacco > Food Items > Condiments & Sauces > Honey
Customer Group: Premium Class, Goodness Seekers, Health Fanatics
Objectives
Highly contextualized market research to understand the UAE Retail Honey Market at a deep level –
- Considering ethnicities, understand who is buying what, from where, and how often, and explore the relationship between opinions.
- To find gaps in the market, anticipate future category needs, identify barriers to entry, and build accurate go-to-market strategies and business plans.
- Understand and measure buying patterns, product preferences, and unmet needs to identify who to target, and how to do it.
- This study tracks brand awareness, self-reported usage, and perceptions of honey.
Research Techniques
Attitudinal quantitative research methods rely on self-reported data, that reflect people’s stated beliefs, perceptions, and expectations. This top-down research combines a two-fold approach quantitative face-to-face interviews, and card-sorting sessions.
Exclusions
The scope of work included honey brands available at modern trade but excluded honey that is unbranded, loose product, or private labels at kiosks, and trade fairs.
Findings & Insights
- Honey leads the sauce category to experience consistent growth over the last 3 years, post-pandemic.
- Country of origin is one of the top factors that influence consumer purchasing decisions.
- Most honey purchases are planned and driven by pantry refill, and recipe needs.
- At the shelf consumers are influenced by brand trust and flavour as drivers of choice.
- Goodness Seekers in UAE, identify honey as their favourite sweetener, 3:1 vs maple syrup.
