Attitudes & Usage of Honey
Product Category: Condiments & Sauces Taxonomy:  Food, Beverages & Tobacco…

Product Category: Condiments & Sauces

Taxonomy:  Food, Beverages & Tobacco > Food Items > Condiments & Sauces > Honey

Customer Group: Premium Class, Goodness Seekers, Health Fanatics


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.


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.

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