In the past, mentioning sugar can always make people feel sweet and happy, and dopamine in the body is dancing. Now, with the improvement of people’s awareness of beauty and health and the change of their eating habits, a series of negative keywords related to sugar pop up in their minds, such as obesity, diabetes and aging. Some consumers even talk about “sugar”.
In order to cater to the rising tide of sugar free, brands have to look for a variety of natural sweeteners to bet on the food industry, so that consumers can experience the happiness of sweet food without health problems. In recent years, Mogroside, erythritol, stevioside and other non caloric sweeteners are popular among consumers and brands, and corresponding products can be seen everywhere on the market.
However, a magical phenomenon is that, compared with non caloric sweeteners, honey, agave and other natural sweeteners with sugar and calories eat more, and the market performance is not bad? Honey, in particular, can be said to be with outstanding performance in food, beverage and catering industry.
Today, let’s focus on honey. As a dark horse in the field of natural sweeteners, how hot is honey? Why can it compete with many sugar free natural sweeteners? Win the favor of many consumers? What are the innovative directions of honey products? Next, foodaily will discuss with you.
Faster than sugar,
How big a business does undervalued honey lead to?
The discovery of honey can be traced back to about 5500 years ago. As early as 2100-2000 BC, folk medicine researchers discovered the delicious and healthy characteristics of natural honey and used it as a sweetener.
Today, honey has accumulated a broad market and high popularity in the world, and Tongsheng has spawned billions of dollars of business. According to the report of grand view research, the global honey market will reach US $9.21 billion in 2020, and the compound annual growth rate (CAGR) is expected to be 8.2% .
In the past decade, global honey trade has increased from US $1.5 billion to US $2.02 billion. Among them, China is the largest honey exporter and producer, while the United States is the largest importer.
Main global honey imports and exports, source: ITC trade map, 2020, in US $million
Main honey producing countries, source: statista2020, in metric tons
According to the Nielsen report , honey will grow in the United States in 2020, its sales will increase by 25% in 2020, and it will gain us $832 million market share in the retail industry. Although sugar still accounts for the largest market share compared with honey, honey has the largest growth rate (24.4%) in 2020, surpassing sugar (18.3%) and other sweeteners (18%).
Photo source: Nielsen
China is not only the largest honey producer (about 28% of the world’s total output), but also the largest honey consumer in the world. Data show that in 2018, China’s honey market will reach 515000 tons, and the per capita honey consumption is about 0.24kg/person .
Natural, healthy, versatile, good taste, A631
Honey’s changeable circle powder move
Honey is a kind of natural sweet substance which is fully brewed by bees from the flowers of flowering plants. One fact is that about 60% – 80% of honey is sugar. In today’s trend of sugar color change, honey with such high sugar content can have such a hot market. What kind of technology does it have?
The secret recipe of the old ancestors is an artifact of health preservation for young people
In fact, most Chinese families have the habit of eating honey. On the one hand, it has something to do with the dietetic tradition of the Chinese people. In China, honey has been considered to have a tonic effect since ancient times. Honey can be used to relieve alcoholism, moisten intestines, relieve cough and replenish qi and blood.
In the 2015 edition of Chinese Pharmacopoeia, honey is described as having the following functions: tonifying the middle, moistening dryness, relieving pain and detoxifying; external use for generating muscle and astringing sores; indications: abdominal pain, lung dry cough, intestinal constipation, relieving Aconitum drugs; external treatment for sores and ulcers and scalds; external use for sores and ulcers and scalds.
It is such a nourishing concept that honey can be loved by every generation. Ali health report pointed out that in the list of traditional nutrition preference of post-90s consumers in 2019, honey ranked third, behind health tea and wolfberry.
Photo source: new food fashion report, Ali health
By myth? Correct understanding of the nutritional value of honey
The nourishing properties of honey are the main reasons for the soaring production and popularity of honey. However, various exaggerated claims about the efficacy of honey have been criticized.
The main active substances in honey include amino acids, flavonoids, enzymes, minerals, vitamins and so on. Among them, flavonoids are reported to have antibacterial, antioxidant, anti-inflammatory and anti allergic properties, but the content of flavonoids in honey itself is not high.
Nutritional value of honey, source: FAO
In addition, the nutritional value and effectiveness of honey are closely related to the origin of honey and the varieties of nectar used. Therefore, it is particularly important to demonstrate the special health and functional properties of different honey through experiments and scientific evidence.
For example, Manuka honey, which is very famous from New Zealand, is made by bees collecting pollen from the flowers of Manuka tea tree. It contains unique active factors of single malt element and can be used for the medicinal properties of wounds and pressure sores.
In other words, ordinary honey itself may not be as magical as we think, but compared with sugar and other sweeteners, honey has other advantages.
The intimate gift of nature has multiple values
Like sucrose, honey is more natural and healthy. Although the contents of fructose and glucose in honey are 40% and 30% respectively, honey also contains water, pollen and some trace substances mentioned above, which bring more health benefits to honey than sucrose.
Source: sour kitchen
In addition, the production mode of honey itself also meets the consumers’ expectations of healthy and sustainable diet such as “natural”, “unprocessed”, “unrefined” and “beneficial to the environment”.
On the other hand, honey’s sweet taste and unique flower and fruit aroma make the food with honey taste and color better, and sometimes even better than sugar.
Therefore, in restaurants and packaged food and beverages, honey, as a healthier and more natural substitute for delicious sugar, has been sweeping the dining tables of people all over the world with its unique fragrance and attractive golden color. In the United States, honey accounts for 61% of the catering menu ; whether it is pizza, chicken wings or ice cream, honey is indispensable.
In baked goods, the products with honey also have excellent coloring power and shelf life, but the taste is more soft and delicate than the products with sugar, and the flavor is also more sweet.
When barbecue, brush a layer of honey water, not only can make the meat taste better, but also can present a good-looking color. In the same way, honey is also used as a secret weapon in all kinds of Chinese dishes. Such as Beijing roast duck, crystal elbow, etc.
With the rise of sweet and spicy taste, the combination of honey and chili sauce is also widely praised. The versatility of honey makes it possible to pour spicy honey on fried chicken, or mix honey into cocktails. No matter sweet or salty, you can get unexpected taste.
During the epidemic period, the strong demand of global consumers for natural health food promoted the vigorous development of honey industry. Many food institutions listed it as the hot food trend in 2021. At the beginning of 2020, only 8% of the British people had tried to add honey to their dishes, but by the end of the year, more than one third (35%) of the consumers in the country listed it in the list of recipes to try in 2021.
Source: Tesco real food
Grains, snacks, baking
How to use honey to perform
As a healthy and delicious natural sweetener, honey can display its talent in a variety of foods. In addition to pure honey products, brands can use honey to innovate in cereals, beverages, baked goods and seasonings.
The innovation of cereal products mainly lies in breakfast cereals and cereal energy bars. Cereal partners UK, a British Nestle cereal producer, launched the organic honey and chocolate flavored breakfast cereal ring in January this year. The ingredients include 5 kinds of organic whole grain powder, honey content is 2.2%, each 30 grams, energy is 119 kcal, sugar content is 6.5 grams.
At the same time, the brand also announced a partnership with the bee friendly trust, a charity dedicated to creating habitats for bees and pollinators, to provide more organic breakfast products for consumers and contribute to global sustainable development.
Image source: FutureBrand.com
The use of honey has increased in both non-alcoholic and alcoholic beverages. As a natural super food and functional ingredient, honey has been used in many drinks catering to the health trend, such as Kombucha tea and functional juice. In addition, honey is also used in cocktails and other alcoholic beverages.
Obi Pr(obi)otic Soda company launched a new organic orange flavor lactic acid bacteria soda beverage, which uses orange blossom honey as sweetener, no sugar and artificial sweetener, and no dairy products. Each bottle of 355 ml energy is only 25 calories, and contains active lactic acid bacteria. It is rich in vitamin C, natural antioxidants and bioflavonoids. It is a kind of lactic acid bacteria soda beverage suitable for vegetarians.
Source: packaging of the world
The San Diego based juneshine company has launched a variety of alcoholic Kombucha drinks with honey as sweetener, including blood orange peppermint hard Kombucha and midnight intoxicated Kombucha cocktail, both of which contain 6% alcohol and are added with brand characteristic June tea (the difference between June tea and Kombucha is that June tea uses honey instead of sucrose to provide energy for probiotics in tea) Quantity).
Image source: Twitter
As early as many years ago, Rakuten’s honey and butter flavored potato chips exploded, and honey and butter flavored potato chips also emerged in nuts and other baked snacks. Nowadays, honey, as a high-quality substitute for sucrose, has been widely used in baked goods.
In bread, honey instead of sucrose can make the texture of bread more delicate and soft, and has a special honey flavor. In cookies, pizzas and so on, the addition of honey can reduce the use of sucrose, reduce energy, more healthy. In 2020, Dave’s killer bread, Franz family bakery and Trader Joe will replace sugar with honey to launch new bread products. In addition, Julian bakery, Cappello’s and other companies will also launch new products such as cookies and pizza crust with honey.
Image source: good eggs
Honey and toast can be said to be a traditional match, and adding honey to daub sauce or seasoning sauce may be a new innovation direction.
Peanut butter as the originator of spread sauce, adding honey in it can make the flavor refreshing. Danone launched roasted peanut honey flavored probiotic peanut butter last year, in which honey crystals are mixed with honey, sucrose and molasses. Each bag of peanut butter (45 grams) contains 2 billion probiotics and 11 grams of protein.
Photo source: the cultured snacking Co
In addition to daub sauce, honey is also widely used in barbecue sauce, seasoning powder, chili sauce and other seasonings. A fermented honey sauce produced by anyas apothekere company is hand-made with honey and organic garlic as the main raw materials. The combination of garlic and honey makes it unique in flavor. It is suitable for pickles or soup bottoms. Garlic also helps to improve immunity, maintain blood pressure and improve heart function. Lavender pond farm also adds honey in powder form to its new Lavender Honey Mustard seasoning powder.
Image source: Facebook
Although the efficacy of honey itself has been questioned, it does not prevent honey from cooperating with other healthy and functional ingredients in functional foods. Bee & you, an American brand focusing on honey products, launched two super products “on the go immunity” and “on the go Detox” in August last year, aiming to provide energy and enhance resistance for busy consumers.
Image source: uandu.eu
Among them, on the go immunity series is mainly composed of anti-inflammatory turmeric, ginger, propolis rich in flavonoids and phenols, aromatic plant cinnamon rich in active substances and raw honey, which can enhance immunity and improve health In addition to the above ingredients, Detox Series products also add apple vinegar containing organic acid, phenol, vitamins and minerals. This combination of apple vinegar and honey is good at regulating blood sugar and rejuvenating the body.
In addition, honey is often used to improve immunity, anti-virus ability of products and improve energy and other products in the formula design.
Domestic products are out of favor, imported products are more fragrant,
How should honey brands tell new stories?
With the increasing attention to sugar substitutes, honey, as a natural sweetener with both healthy and delicious properties, is bound to be welcomed by more and more consumers. Whether it is cereal products, functional drinks, baked food or seasonings, there is room for honey to play, and its growth potential can not be underestimated.
But on the current situation of domestic honey industry, the pain point is also very obvious. The nectar source, crops and bee farmers in the upper reaches are highly dispersed, the operation mode is primitive, the quality is unstable and has not been standardized. The terminal market is also high-end and scattered. There are different brands and self-produced honey in various channels on the market. At the same time, terminal brands are not strict with upstream management and control.
What’s more, because the market is a mixture of good and bad, and honey itself belongs to a kind of complex food. The taste, color, composition and sweetness of honey are completely different in different places and seasons. What kind of standard judgment does honey need? In a variety of professional issues, consumers and brands themselves are in a state of extremely unequal information, so it is easy to buy fake goods.
The false publicity and malicious price increase of many businesses make the trust relationship between consumers and brands like treading on thin ice. Instead, they throw olive branches to imported honey and lose interest in domestic honey.
But fortunately, some new brands and new forces have begun to make changes in this traditional industry with new technologies, new models and new marketing methods
Chengdu Danong technology, its brand “zhuihuazu”, is committed to the development of modern agricultural science and technology enterprises with intelligent beekeeping. Through the R & D and application of intelligent bee equipment, the operation of big data platform, and the construction of industrial cooperation and service system, the operation process is reshaped. As mentioned, the efficiency has been significantly improved after the technology intervention – the production efficiency of bee farmers has been increased from 100 boxes / person to 800-1000 boxes / person .
For another example, wait for bee to officially go online in 2013. Different from the new brand’s marketing tactics focusing on traffic, the team started from the source of honey to participate in the whole supply chain management and control, formulated more stringent standards than the national and industrial standards, and established a standard demonstration factory in Chengdu. We hope to change the current situation of the industry through the Internet and technology, and increase the sales volume of wait for bee in the coming year It is tens of millions of yuan .
Under the challenge that all consumer goods are worth redoing, the honey industry also urgently needs more new stories, or more qualified porters, to present the sweetness presented by nature to every consumer more truly and with better quality.
Finally, some cold knowledge of honey :
·Tropical honey usually has higher pollen and moisture content due to its special plant origin
 Natural honey: At thetip of the beehive
Foodaily daily food, together with global business and industry partners, plans foodaily fbic2021 global food and beverage Innovation Conference. With the theme of “new food era – digital reconstruction, open incubation and new brand wave”, it explores the new consumer brand market from three dimensions of “stage of innovative products”, “food Developer Conference” and “top product social circle” From May 19 to 21, 2021 in Shanghai, we invite you to witness together. (click on the picture to see the details.).
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