In the first quarter of 2025, 74% of French people have bought honey, with sales growth in mass distribution of 8,1 %.
After several difficult years, the year 2025 announces the resumption of honey consumption in France. Over the first three months of the year, sales of honey jars jumped by 8,1% a large distribution, compared to the first quarter of 2024. News that InterApi is delighted with, the inter-professional association of hive products. The French love honey, confirms the recent survey conducted by the CSA institute for InterApi on honey consumption in France. Three quarters love it according to this survey : 74% buy them, including 40% each month, and 56% consume it several times a week. Natural and delicious, honey is a must in kitchen cupboards, appreciated for its many qualities.
An everyday companion
Honey is enjoyed at breakfast by 46% of buyers. In 25% of buyer households, it is also consumed according to the desires of the moment to indulge yourself at any time of the day. Honey is part of the habits of the French. When they talk about the reasons for purchasing, 30% say they put it in their basket because they like it- same as their family, and 15% that it is part of their shopping habits. 54% of buyers consume it with a drink, and 53% enjoy it as an accompaniment to toast, crepes, etc. Finally, 47% also use it in cooking as an ingredient to concoct savory or sweet recipes.
Honey for all tastes
Plural, honey offers a wide diversity of textures and flavors. On the shelves, the natural side of honey is a priority in buyers’ choice : 95% consider this criterion important. They are also 91% interested in its texture. Liquid, creamy or crystallized, only the mouth feel changes, and each consistency has its followers and its uses. Beyond textures, each honey has its own taste depending on its floral origin. Acacia, lavender, chestnut, eucalyptus, etc. : the floral origin of honey guides the choice of 88% of in-store buyers. Honey from all flowers is purchased by 55% of them, right in front of acacia honey, chosen by 41% of in-store shoppers.
Large distribution and direct sales
Honey is mainly purchased in large and medium-sized supermarkets., by 54% of buyers, almost equal share with purchases made directly from beekeepers, without intermediary (50 %). These two circuits are far ahead of the fairs, trade fairs and markets (24 %) and organic stores (21 %). The other circuits are not frequented by more than one in ten buyers for their honey supplies. The places of purchase are determined by different selection criteria. So, mass distribution is chosen for the purchase of honey for practicality (35 %), the price (34 %) and the habit (33 %). Buyers purchasing directly from beekeepers are, as far as they are concerned, essentially attached to the quality of the product (75 %), geographical origin (42 %) and contact with the seller (41 %).
