new product introductions - national honey board · kraft snacks, sauces/seasonings kind...

1NEW PRODUCTS REPORT | 2017

New Product IntroductionsOctober 2017


Contents

• Objectives and Methodology• Executive Summary/Metrics Dashboard• New Product Introductions Deep Dive

- Total U.S.

- Honey & Competing Sweeteners

• Categories- Cereal and Bars

- Bakery

- Alcoholic Beverages

- Cold/Hot Beverages

- Sugar and Sweeteners

- Spreads


Objectives

Baseline and identify new product launches in the US in2016 to inform and inspire future honey growth strategies

Track the following KPI’s as identified in the strategicplan:

- Increased honey new product introductions

- Measure ingredient inclusion of other competitive sweeteners

- Track in key categories of bakery, beer, spirits, beverages andcereal


Methodology & Considerations

Data in this report is obtained from Innova Market Insight Food &Beverage Database (Innova).

About Innova:

• Innova is the world’s biggest food industry database and contains over120 million unique records on food products, brands, ingredients, claims,packaging, etc. Over 275,000 new products are added to the databaseevery year.

• Innova monitors 78 major markets in detail and has full-time employeesin all major markets reporting on trends as well as undertaking store,product and brand assessments.

• For more information on the Innova database and data collectionmethodology, please visit:http://www.innovadatabase.com/Home/WhyInnova


Methodology & ConsiderationsHow to read this report:• This report includes the following core honey derivatives (among other nuance forms not listed, within specific categories):

- Honey Flavor

- Natural Honey Flavor

- Pure Honey

• Data is based on new introductions only (distribution or sales is unknown); therefore, the findings should NOT be used to projectvolume.

• New honey product introductions are tracked where honey (and the derivatives from the previous page) are listed as aningredient, with the exception of the alcoholic beverage category.

• Because many alcoholic beverages do not list ingredients, this section tracks all products that state the word “honey” anywhereon pack. For this reason, honey introductions in this category may be slightly overstated as honey is often used to describe thecolor or smell of a product when it in fact, does not include honey as an ingredient.

• Innova also does not capture all craft brewery introductions as brands may not distribute at major retailers.

• Indicates data reflects national new product introductions

• Indicates data reflects new product introductions with honey


Executive Summary


National New Product Introductions

Total new product introductions in the U.S. are at a 5year high.


New products with honey represent a ~4% share of all newintroductions in 2016, and has demonstrated consistent growthin the last five years. Sugar has 36% share on all new productintroductions.

National New Honey Introductions


Cereal/cereal bars, baked goods, and alcoholic arethe categories where we see almost half of all newhoney product launches. All increased NP honeyinnovation year over year, except cereals/bars.



Cereal, baked goods and alcoholic beverages are almost half (45%) of all new honeyproduct launches. Snacks, sauces, and spreads reflect almost one quarter of honeyNP launches. Year over year growth was experienced across all categories, with theexception of cereals and sauces/ seasonings.

Category Overview – Honey NP Launches in 2016

Cereeals/Bars18%

Bakery Items14%

Alcholic Bev's13%

Snacks8%

Sauces/Seasonings8%

Spreads7%

Beverage/Hot Drinks5%

Ready Made Meals4%

Confectionary4%

Dairy4%

Sugar & Sweetners1%

All Other14%

2016 NEW PRODUCT LAUNCHES W/HONEY BY CATEGORY

% Change in Honey NP Launches(2015 vs 2016)

Cereal/Bars -15%

Bakery Items +14%

Alcoholic Beverages + 149%

Snacks +20%

Sauces/Seasonings -6%

Spreads +44%

Beverages/Hot Drinks +9%


The vast majority of new honey products arebranded (80%). Manufacturers are investingbehind their product lines. Retailers arefollowing and/or investing in their private labelinnovation.



Top manufactures have focused honey innovation efforts against their categorystrengths. Retailers like Walmart and Target are either following manufacturersand/or investing in their own private label efforts (e.g.: Target Snacks).

Category Overview – Manufacturer Perspective

Top Categories for Honey Innovation(2016 NP Introductions)

General Mills Cereal & Baked Goods

Nabisco Baked Goods

Kraft Snacks, Sauces/Seasonings

Kind Cereal/Cereal Bars

Walmart Spreads, Sauces/Seasonings

Target Snacks, Ready To Make Meals

Stop & Shop Baked Goods

Wegman’s Ready to Make Meals & Baked Goods


Multiple messages are being communicated on eachnew product launched with honey. Health & Wellness iscommunicated more prolifically than other packagingclaim.

National New Honey Introductions – Benefits


Multiple messages are being communicated on each new product launched. Health &Wellness is communicated more prolifically than other claims across all categories. Ingeneral, cereals are making 5-6 claims on each package, with a focus on H&W.Whereas alcoholic beverages are making 12 claims with a focus on natural/traditionaland functional benefits.

Category Overview – Package Messaging

How to read this chart: On average for every new cereal product with honey launched, there are 4 messages about health & wellness, onefunctional message (usually convenience),

Average Claims for Each New Product Honey Launch(2016 NP Introductions)

Health & Wellness Functional Food Beliefs(Kosher, etc.)

Sustainability/Ethical

Natural/Traditional

Cereal 3.8 1.0 .7 .5 .25

Baked Goods 2.1 .6 .5 .25 .25

Spreads 1.4 1.0 .6 .4 .25

Beverages (hot & cold) 2.3 .9 .5 .4 .4

Sugar/Sweeteners * 1.0 .6 .4 .4 ---

Alcoholic Beverages * 2.4 4.5 --- 1.0 4.9


Cereal and cereal bars as a category experienced gains from lastyear and currently own the largest share of new honey productintroductions. However, the number of new honey cereal productsslipped, indicating honey introductions are not keeping pace withthe category overall.

Categories of Interest – Cereal & Bars


National bakery introductions remained relatively flat from2015 to 2016; however honey products in the categoryexperienced a 6% point gain during this period. Sugar stilldominates baked goods at a 77% share.

Categories of Interest – Bakery


Categories of Interest – Spreads

Spreads reflect 7% of all new product launches withhoney; however, there has been a 44% increase in newproduct introductions since 2015. Most of the keybenefits being communicated are around functional(Ready Prepared) and clean label (GMO Free, Noadditives/Preservatives)


Beverage innovation with honey grew year over year;however that was driven by hot beverages which almostdoubled. Cold beverages have been experiencing declinesover the past 3 years. Key new product claims communicatedare around clean label ingredients, health claims (less of), andconvenience (easy to consume or prepare)

Categories of Interest – Beverages


The alcoholic beverage category experienced the largest percentchange growth (+72%) from the previous year. Honey represents agood size share of new products in this category at 13%.

Categories of Interest – Alcoholic Beverages


Categories of Interest – Sugar

The sugar and sweetener category, while a small base size overall,experience the largest declines from 2015 to 2016 (-18%). However,the number of honey products in this category have increased overthe past 3 years while competing sweeteners have remainedstagnant or experienced more volatile trends.


Metrics DashboardKey Tracking Metrics YOY

2016 2017

New Products

Total New Product Introductions with Honey 1987

Percent Change from Previous Year +4%

Percent of Total U.S. Introductions 4.4%

Cereal with Honey

Cereal Products with Honey 362

Percent Change from Previous Year -15%

Share of Category Introductions 21%

Bakery with Honey

Bakery Products with Honey 276

Percent Change from Previous Year 6%

Share of Category Introductions 7.3%

Spreads with Honey

Spread Products with Honey 148



Key Tracking Metrics YOY

2016 2017

Hot Drinks with Honey

Hot Drink Products with Honey 42



Cold Drinks with Honey

Cold Drink Products with Honey 72

Percent Change from Previous Year -4%

Share of Category Introductions -13%

Sweeteners with Honey

Sweetener Products with Honey 12



Alcoholic Beverages with Honey

Alcoholic Beverages with Honey 254




Deep Dive


Total New U.S. ProductsTotal New Honey Products


National Food IntroductionsTotal product introductions in the United States has increased over the past 5 years, ingeneral running at 4-6% year over year with the exception of 2014.

34,330 36,37040,697 42,501

44,977

2012 2013 2014 2015 2016

Total U.S. Introductions (2012-2016)

% Change YOY 6% 12% 4% 6%


National Food Introductions – By CategoryWhereas other categories of interest: bakery, beverages, and cereal remain stable or experiencedgrowth.

U.S. Food Introductions by Category: Change from 2015-2016Category 2015 2016 % Change Share of Introductions in 2016

Supplements 6,613 5,609 -15% 12.5%Sauces & Seasonings 3,895 4,228 9% 9.4%Bakery 3,817 3,778 -1% 8.4%Alcoholic Beverages 1,857 3,189 72% 7.1%Ready Meals 2,641 2,907 10% 6.5%Snacks 2,855 2,726 -5% 6.1%Sports Nutrition 1,791 2,700 51% 6.0%Confectionery 2,869 2,498 -13% 5.6%Dairy 2,376 2,473 4% 5.5%Cold Drinks 2,555 2,451 -4% 5.4%Pet Food 1,457 2,063 42% 4.6%Cereals and Bars 1,629 1,736 7% 3.9%Fruit & Vegetables 1,694 1,660 -2% 3.7%Hot Drinks 1,190 1,611 35% 3.6%Meat, Fish & Eggs 1,638 1,597 -3% 3.6%Desserts & Ice Cream 1,242 1,288 4% 2.9%Spreads 979 945 -3% 2.1%Baby & Toddlers 618 699 13% 1.6%Soup 413 426 3% 0.9%Sugar & Sweeteners 242 199 -18% 0.5%Oral Care 124 184 48% 0.4%Total 42,501 44,977 6% 100%


National Food Introductions – By CategorySugar and sweeteners and spreads as product categories experienced a slip in new introductionsfrom 2015 to 2016.

U.S. Food Introductions by Category: Change from 2015-2016Category 2015 2016 % Change Share of Introductions in 2016

Supplements 6,613 5,609 -15% 12.5%Sauces & Seasonings 3,895 4,228 9% 9.4%Bakery 3,817 3,778 -1% 8.4%Alcoholic Beverages 1,857 3,189 72% 7.1%Ready Meals 2,641 2,907 10% 6.5%Snacks 2,855 2,726 -5% 6.1%Sports Nutrition 1,791 2,700 51% 6.0%Confectionery 2,869 2,498 -13% 5.6%Dairy 2,376 2,473 4% 5.5%Cold Drinks 2,555 2,451 -4% 5.4%Pet Food 1,457 2,063 42% 4.6%Cereals and Bars 1,629 1,736 7% 3.9%Fruit & Vegetables 1,694 1,660 -2% 3.7%Hot Drinks 1,190 1,611 35% 3.6%Meat, Fish & Eggs 1,638 1,597 -3% 3.6%Desserts & Ice Cream 1,242 1,288 4% 2.9%Spreads 979 945 -3% 2.1%Baby & Toddlers 618 699 13% 1.6%Soup 413 426 3% 0.9%Sugar & Sweeteners 242 199 -18% 0.5%Oral Care 124 184 48% 0.4%Total 42,501 44,977 6% 100%


National Honey Introductions

New honey product introductions has experienced gains since 2013.

1,239 1,256

1,6771,897 1,987

2012 2013 2014 2015 2016

U.S. Honey Introductions (2012-2016)

% Change YOY 1% 34% 13% 4%


National Honey IntroductionsOf the ~ 45,000 new products introduced in 2016, 4% (1,747) had honey as an ingredient.

34330 36370 40697 42501 44977

10900 12263 14160 15369 16313

1239 1256 1677 1897 1987

2012 2013 2014 2015 2016

Total & Honey U.S. Introductions (2012-2016)

Total Food & Beverage Intros

Total Sugar Intros

Total Honey Intros

Honey Share of New Product Intros2012 2013 2014 2015 20163.6% 3.5% 4.1% 4.5% 4.4%

Sugar Share of New Product Intros2012 2013 2014 2015 201631.8% 33.7% 34.8% 36.2% 36.3%


National Honey Introductions (that also had sugar)

Majority of new products with honey, also include sugar as an ingredient in some form.

1,239 1,256

1,6771,897 1,987

1067 1131

15371679 1615

2012 2013 2014 2015 2016

U.S. Honey Introductions (that also included sugar in some form)(2012-2016)

Honey Products Honey Products with Sugar


National Honey Introductions – By Category

Cereal owns the largest share of new honey product introductions (~ 20%), despite slips from 2015.

U.S. Honey Introductions by Category: Change from 2015-2016Category 2015 2016 % Change Share of Honey Introductions in 2016

Cereals and Bars 424 362 -15% 18.2%Bakery 261 277 6% 13.9%Alcoholic Beverages 102 254 149% 12.8%Snacks 139 167 20% 8.4%Sauces & Seasonings 172 162 -6% 8.2%Spreads 96 138 44% 6.9%Ready Meals 87 84 -3% 4.2%Confectionery 111 81 -27% 4.1%Meat, Fish & Eggs 68 77 13% 3.9%Dairy 111 73 -34% 3.7%Cold Drinks 83 72 -13% 3.6%Supplements 84 49 -42% 2.5%Desserts & Ice Cream 54 45 -17% 2.3%Hot Drinks 21 42 100% 2.1%Pet Food 34 37 9% 1.9%Sports Nutrition 30 26 -13% 1.3%Sugar & Sweeteners 9 17 89% 0.9%Fruit & Vegetables 2 9 350% 0.5%Soup 8 8 0% 0.4%Baby & Toddlers 1 7 600% 0.4%Total 1,897 1,987 4.7% 100%


National Honey Introductions – By CategoryCereals and bakery have remained the top categories for honey introductions, althoughcereal experienced declines in 2016.

Top New Honey Introductions by CategoryCereals and Bars Bakery Cold Drinks Hot Drinks Sugar & Sweeteners Alcoholic Beverages

2012 289 196 49 22 4 832013 319 175 52 16 - 1582014 403 274 85 25 5 1512015 424 261 83 21 9 1022016 362 277 72 42 17 254

289 319 403 424 362

196 175274 261 27783 158

151 102 254

4952

85 8372

2012 2013 2014 2015 2016

New Honey Introductions by CategoryCereals

Bakery

Alcoholic Beverages

Cold Drinks

Hot Drinks

Sugar & Sweeteners


National Honey Introductions – Branded vs. Private Label

Majority of new products with honey over the past five years are branded (vs. private label).

Branded,82%

Private Label,18%

Branded vs. Private Label, % of 2016New Honey Introductions

85% 78% 83% 85% 82%

15% 22% 17% 15% 18%

2012 2013 2014 2015 2016

Branded Honey Products(2012-2016)

Branded

PrivateLabel


National Honey Introductions – Top ManufacturersWalmart introduced the most honey products in 2016 (35), followed by General Mills (28), andKraft (27).

35

28 27

22 2220 20

18 17 1715 14 14 13 12 12 11 11 10 10 10 9 9 9 9 9 8 8 7 7 7 7 7 7 6 6 6 6 6 6 6 6 5 5 5 5 5 5 5

2016 Top Honey Introducers

*Companies with less than 5 introductions not shown


National Honey Introductions – Top Manufacturers, CategoryTop manufacturers are driving new product introductions in the cereal/bars, snacks, spreadsand bakery categories.

Category Introductions by Top 8 Manufacturers, 2016

Spreads26%

Cereals and Bars57%

Snacks52%

Cereals and Bars100%

Bakery32%

Ready Meals33%

Bakery100%

Cereals and Bars35%

Cereals and Bars14%

Bakery39%

Sauces/Seasonings 19%

Cereals and Bars23%

Meat/Fish/Eggs29%

Snacks20%


Soup4%

Desserts/IceCream

11%

Meat/Fish/Eggs14%

Bakery14%

Ready Meals15%

Snacks9%

Ready Meals11%

Ready Meals9%

Cereals and Bars5%


Ready Meals9%

Bakery7%

Spreads9%

Spreads5%

Spreads5%

Desserts/IceCream

9%



Bakery5%

Bakery6%

Snacks5%

Snacks5%

Confectionary5%

Sugar/Sweeteners3%

Dairy5%

Dairy5%

Meat/Fish/Eggs5%


National Honey Introductions – FlavorsHoney is called out most often as a “flavor” on new product packaging.

30.6%

8.7% 7.1% 7.0%4.1% 3.3% 3.3% 3.1% 3.0% 2.9% 2.9% 2.8% 2.8% 2.7% 2.7% 2.7% 2.5% 2.5% 2.5% 2.4% 2.3% 2.2% 2.1% 2.0% 2.0% 2.0%

Flavors - % of Total 2016 Honey Intros

*Packages may list multiple flavors so sum % will not total 100%, items under 2% not shown


Cereal Section (includes granola & bars)


Total Cereal/Bar & Honey Introductions in the CategoryNew cereal introductions are at an all time high during the past 5 year period.

1,197 1,180

1,636 1,629 1,736

289 319 403 424 362

2012 2013 2014 2015 2016

Total Cereal/Bar Introductions and Honey Introductions in theCategory

(2012-2016)

% Change YOY (Total Cereal/Bars) -1% 39% 0% 7%

% Change YOY (Cereal w/ Honey) 10% 26% 5% -15%


Cereals vs. Bars with HoneyOf the 362 new product introductions with honey in the category, majority are in the form ofbars/bites/clusters vs. hot or cold cereal or granola.

Bars (including bitesand clusters), 65%

Cereal (includingoatmeal and granola),

35%

Cereal Category Breakdown


Honey Share of Cereal/Bar IntroductionsDespite the increase in new cereal products in 2016, growth of honey within the categorydropped off to 20% from and average of 25% in the pat five years.

24.1%27.0%

24.6% 26.0%

20.9%

2012 2013 2014 2015 2016

Honey Share of New Cereal/Bar Intros (2012-2016)


Competitor Share of Introductions

Sugar is by far the number one sweetener used in new cereal products.

72%77% 76% 76% 78%

24% 27% 25% 26%21%18%

25%17% 19% 17%

9% 6% 8% 6% 7%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Cereal/BarCategory (2012-2016)

Sugar

Honey

Corn Syrup

Agave


Cereal/Bar Introductions – Top Manufacturers

Kellogg, Clif Bar, and General Mills were the top introducers of new cereal products in 2016.

9888 88

4937 34 30 29 28 27 26 24 23 23 21 21 20 19 19 19 18 17 16 15 15 14 13 13 12 12 11 11 11 11 11 11 11 11 10 10

2016 Top Cereal/Bar Introducers



Cereal/Bars with Honey – Top Manufacturers

Kind and General Mills were the top introducers of cereal products with honey.

22

16

12 11 10 10 9 9 8 7 6 6 6 5 5 5 5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 3 3 3 3 3

2016 Top Cereal/Bar with Honey Introducers



Top Cereal/Bar Manufacturers & Honey ShareAmong the top 10 cereal manufacturers, Kind has the greatest share of new products with honey,followed by Kashi and Quaker..

9888 88

4937 34 30 29 28 27

114

16 123

22

6 1 5 10

Kellogg Clif Bar General Mills Quaker Oskri Kind Natures PathFoods

HealthWarrior

Walmart Kashi

2016 Top 10 Cereal/Bar Introducers and Corresponding Honey ProductsTotal Cereal Introductions

Cereal Introductions with Honey

Honey Share of New Cereal/Bar Intros

Kellogg Clif Bar GM Quaker Oskri Kind Nature’s Path HealthWarrior Walmart Kashi

11% 5% 18% 24% 8% 65% 20% 3% 18% 37%


Total Cereal/Bar & Honey Packaging Claims

Most packaging claims in cereal focused on health (less of and positive claims), as well as cleanlabel/ingredients.

493 458 425361

214 16790

14 5

Total Cereal/Bar & Honey Packaging Claims (2016)

• Allergy Free (151)• No Trans Fats

(64)• HFCS Free (59)• Low Sodium (44)• Low Cholesterol

(27)• Low GI 20)• Low Sugar (20)• Low Fat (19)• Low Calorie (8)• Sugar Free (5)• Weight

Management (4)

• Gluten Free (148)• GMO Free (138)• No Additives/

Preservatives (115)• Organic (57)

• Wholesome grains(137)

• High/Source Fiber(111)

• High/Source Protein(95)

• Energy (33)• Omega3 (25)• Antioxidant (10)• Hearth Healthy (6)• Vitamin Fortified (5)• Digestive Health (3)

• ConvenientPackaging (143)

• Conv./Easy toOpen (145)

• Conv.Consumption(67)

• Microwaveable(6)

• Kosher (190)• Vegetarian

(15)• Vegan (9)

• Ethical –Packaging(108)

• Ethical –Human (32)

• Ethical - Env.(23)

• Ethical –Animal/Fish/Bird (4)

• Natural (64)• Traditional (26)

• Indulgent/Premium (14)

• Children 5-12Years (5)


Cereal/Bars with Honey – New Product Examples

UHC General Mills

Company General Mills

Description Sweetened corn cereal with a touch of real honey and naturalalmond flavor, in a plastic packet held in a carton box.

Claims Features General Mills is on a journey to always make cereals better.Being responsible: General Mills have committed to sustainablysource 100% of their cereal boxes by 2020. Giving back: Since1996, General Mills cereals have given more than $175 million toAmerica's schools through Box Tops for Education. Naturallyflavored. Gluten free. No artificial flavors or colors. Noartificial preservatives. No high fructose corn syrup. Wholegrain corn as the first ingredient. Proud Sponsor of CeliacDisease Foundation.100% recycled paperboard. Certifiedkosher. A 3/4 cup serving contains 120 calories and. 5g fat, or160 calories and.5g fat with 1/2 cup skimmed milk. Dig in andenjoy.

UHC Pepsico

Company Quaker

Description A delicious blend of oats, barley, rye, quinoa, and flax cometogether perfectly with crunchy almonds and a touch ofhoney. A fulfilling breakfast never tasted so good.

Claims Features Hearth healthy. Contains 7 grams of protein (good source ofprotein from a blend of grains, whey and seeds).5 grams offiber (contains 4.5g total fat per serving).160mg ALA omega-3's (contains 160mg of ALA per serving, which is 10% of the 1.6gdaily value for ALA).



UHC Kellogg

Company Bear Naked

Description Bears aren't the only source of bites around here. Peanut Butterand Honey Granola Bites are made of dark roasted peanutbutter, whole grain oats, honey, pumpkin seeds and millet thatare both gluten-free and non-GMO project verified. Delicious,bite size and portable for those on the go. It’s the perfectsnack.

Claims Features Made with nut butter. New granola snack bites. Non GMOProject Verified. Certified kosher dairy.

UHC Mediterra

Company Mediterra

Description Twelve individually wrapped sesame energy bars with orangeand honey. Did you know sesame seeds and Greek honey areamong the best natural sources of energy? Packed with fiber,vitamins, and minerals, these Mediterranean favorites havebeen boosting performance since ancient times. Mediterraadded a twist of orange zest to bring you a nutrition barbursting with flavor. Just a little taste of the Mediterranean Diet'sinfinite wisdom- made to enjoy on the go..

Claims Features All natural. Non-GMO. Gluten free. Contains 5g protein and 2gfiber. Certified kosher.



UHC Health Warrior

Company Health Warrior

Description Health Warrior Chia Protein Bar Honey Almond punches aboveits weight. With 200 power-packed calories to satisfy any hungergap in your day, Health Warrior Chia Protein Bar provides thecrucial building block your body needs- protein- in a unique way.Health Warrior Chia Protein Bar has 10g of clean protein from aproprietary blend of super-plants: chia, oats, and quinoa. Alongwith being a high source of fiber, omega-3, antioxidants and iron,calorie-for-calorie Health Warrior Chia Protein Bar has half thesugar of most bars.

Claims Features Certified gluten free. Non-GMO Project Verified.10g plant protein,5g fiber, 9g fat, and 2000mg omega-3.100% vegan. Soy free.

UHC Wella Bar

Company Wella Bar (sold at Costco)

Description Wella goal is simple. To create the best tasting fresh foods usingthe finest, pure ingredients. Every batch of the organic Wella Barsbegins with fresh ground nut butters and wildflower honeyblended to creamy perfection. An excellent source of protein, ourbars are "powered by nature" to provide pure energy that lasts..

Claims Features USDA Organic. Certified kosher. A portion of sales of Well Barsgoes to fund research to enhance the health and vitality ofhoney bees. Non GMO. Certified gluten free. Recyclablepackaging. Printed with soy ink. The energy bar does not havepreservatives.



UHC Kind

Company Kind

Description Individually wrapped black truffle almond and sea salt barsmade with a rich blend of crunchy, roasted nuts and black trufflebound in honey for a snack that only tastes indulgent. Comes ina carton box.

Claims Features Contains 4 grams sugar.6g protein. Gluten free. Low glycemicindex. Low sugar alcohols. Dairy free. No geneticallyengineered ingredients. Low sodium.0g trans fat. Certifiedkosher.

UHC Kellogg

Company Kashi

Description Plant Power Honey Pecan Baklava bars have smooth cashewand sunflower seed butter layered on top of a blend of thefavorite nuts and seeds— pecans, cashews and sesame. Go leanhave combined them with honey, spices and pea crisps andmingled it all with oats and buckwheat for a super-nutritional barthat also happens to be super tasty, too.

Claims Features 9g plant protein.5g fiber. Gluten free. Non-GMO ProjectVerified. Certified kosher. Multi-source plant protein.



UHC Glanbia

Company Thinkthin Products

Description Thinkthin protein and fiber bar with honey drizzle peanut, iswholesome peanut tones with a hint of honey to sweeten theoccasion. A classic treat with a romantic finish is a perfectafternoon pick me up. Mouth watering flavors to satisfy yoursnack craving anytime.

Claims Features At only 150 calories, Thinkthin protein and fiber bars deliver 10g ofprotein and 5g of fiber to help keep you full and satisfied.Thinkthin protein and fiber bars are low sugar and are entirelygluten free, providing decadence without the guilt.

UHC General Mills


Description Gluten free tasty muesli with added strawberries, almonds, andslightly sweetened with honey.

Claims Features Natural cereal. Gluten free. Wheat free. Good source of protein.Low sodium. High fiber. Best natural German grain. No artificialflavors or colors..

Ingredients Sesame seeds, raisins unsulfured, almonds, dried apples, puffedrice, cornflakes (corn, maple syrup, sea salt), cashew kernels,pumpkin seeds, flaxseeds, bee honey, freeze dried strawberries.


Bakery


Total Bakery & Honey Introductions in the Category

While total bakery introductions remained stable from 2015 to 2016, honey introductions in thecategory increased.

2,990 3,2023,734 3,817 3,778

196 175 274 261 276

2012 2013 2014 2015 2016

Total Bakery Introductions and Honey Introductions in the Category(2012-2016)

% Change YOY (Total Bakery) 7% 17% 2% -1%

% Change YOY (Bakery w/ Honey) -11% 57% -5% 6%


Honey Share of Bakery IntroductionsHoney owns roughly a 7% share of all new bakery introduction in 2016, on par with a 5 year highfrom 2014.

6.6%

5.5%

7.3%6.8%

7.3%

2012 2013 2014 2015 2016

Honey Share of New Bakery Intros (2012-2016)



Sugar is by far the number one sweetener used in new bakery products.

69%73% 74% 77% 77%

18%24% 24% 24% 26%

7% 6% 7% 7% 7%1% 1% 1% 1% 0%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Bakery Category(2012-2016)

Sugar

Corn Syrup

Honey

Agave


Competitor Share of Introductions – Sugar Deep DiveHigh fructose corn syrup is common sweetener in baked goods relative to other derivatives like canesugar, stevia and turbinado.

4

13

26

276

311

404

466

2420

Turbinado

Maltose

Stevia

Honey

Brown sugar derivatives

Cane sugar/syrup

HFCS

White sugar/granulated/raw/runrefined

Variations of Sugar Ingredients Used in the Bakery Category2016 Share of New

Bakery Products

64%

12%

11%

8%

7%

1%

0%

0%


Bakery Introductions – Top Manufacturers

General Mills, Nabisco, and Bimbo Bakeries were the top introducers of new bakery products in 2016.

119

99 98

75 69 67 67 65 58 55 54 54 52 52 52 51 51 50 47 4637 36 31 29 28 27 25 23 22 22 22 21 21 21 21 21 21 20 19 19 18 18 18 18 18 16 15 15 15 15

2016 Top Bakery Introducers



Bakery with Honey – Top Manufacturers

Nabisco was the number one manufacturer of bakery products with honey in 2016.

20

12 118 7 7 6 6 5 4 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

2016 Top Bakery with Honey Introducers



Top Bakery Manufacturers & Honey ShareAmong the top 10 bakery manufacturers, Nabisco has the greatest share of new productswith honey. Majority of other top manufactures have relatively low incidence rates ofhoney in new products.

119

99 98

75 69 67 67 65 58 55

1120

2 0 7 8 2 0 3 3

General Mills Nabisco BimboBakeries

Pepper CreekFarms

Stop AndShop

PepperidgeFarm

Walmart Pillsbury Kellogg WilliamsSonoma

2016 Top 10 Bakery Introducers and Corresponding Honey ProductsTotal Bakery IntroductionsBakery Introductions with Honey

Honey Share of New Bakery IntrosGeneral

Mills Nabisco BimboBakeries

PepperCreek Farms

Stop AndShop

PepperidgeFarm Walmart Pillsbury Kellogg Williams

Sonoma9% 20% 2% 0% 10% 12% 3% 0% 5% 5%


Total Bakery & Honey Packaging Claims

Baked goods with honey are equally likely to communicate health claims as well as cleanlabel/ingredient, followed by functional benefits (primarily about convenience).

211 193 189 168136

71 7016 11 9

Health Claims (LessOf)

Positive NutritionClaims

CleanLabel/Ingredients

Functional Claims Food Beliefs Ethical/Sustainability Natural/Traditional Child Claims (5-12) Seasonal In/Out Indulgent/Premium

Total Bakery & Honey Packaging Claims (2016)

• HFCS Free (52)• No Trans Fat

(43)• Allergy Free

(42)• Low Fat (31)• Low Cholesterol

(21)• Low Sodium (10)• Low Sugar (40)• Low Calorie (3)• Lactose Free (2)• Weight

Management (2)

• Whole grains(94)

• High/SourceFiber (35)

• High/SourceProtein (18)

• Energy (8)• Digestive/Gut

Health (3)• Omega-3 (3)• Prebiotic (2)• Probiotic (1)• Vitamin/Mineral

Fortified (1)

• No Additives/Preservatives(71)

• GMO Free (49)• Gluten Free

(38)• Organic (31)

• Convenient(91)


• Conv. Easy toPrepare (26)

• Conv. ReadyMade (18)

• Microwaveable (4)

• Conv. TimeSavings (2)


(6)• Halal (3)• Vegan (1)

• Ethical –Packaging (55)


• Ethical - Env.(5)

• Natural (33)• Traditional

(37)

• Children 5-12 Years (16)

• SeasonalIn/Outs (11)



Bakery with Honey – New Product Examples

UHC Mondelez

Company Nabisco

Description Honey Maid Dippers graham snacks made with real honey andare delicious when dipped. Comes in a 340g plastic packet heldin a carton box.

Claims Features Certified kosher dairy. Recyclable packaging.8g whole grain.No artificial flavors or colors. No high fructose corn syrup.100%recycled paper board. Please recycle this carton, minimum 35%post consumer content.

UHC Mondelez

Company Nabisco

Description Chocolate filled snacks in a plastic packet, held in a carton box.

Claims Features Contains 5g of protein and 7g whole grains per 30g serving.Contains soy. Certified kosher. Recyclable packaging.


UHC Freshy Thyme

Company Freshy Thyme

Description Bear shaped cookies made with organic wheat flour and organichoney, this naturally flavored treat is oven baked to perfection,with just a touch of sweetness. These whimsical cookies are sureto make you smile. Perfect for anyone who wants a little fun whensnacking. Comes in a resealable plastic pouch.

Claims Features USDA organic. Certified organic by: Quality AssuranceInternational.

UHC General Mills


Description Four mini s'mores pies filled with chocolate and marshmallowwith separate icing packets. Comes in two packs held in acarton box. Simply bake and ice!

Claims Features Save USD0.75 now.



UHC Campbell

Company Pepperidge Farm

Description Fish shaped graham snacks baked with wholegrain and realhoney, in a 157g plastic packet.

Claims Features 9 grams of whole grain per serving. No artificial flavors orpreservatives..

UHC United Snacks of America

Company Farmer’s Pantry

Description Farmers Pantry cornbread crisps honey butter, is freshly bakedcornbread, delicately slice and toast in to a crispy perfection.Comes in a plastic packet.

Claims Features Certified kosher. Baked not fried. Proudly grown in America.Cornbread Crisps are made from real corn- just like the cornfound in a Farmer's Pantry.



UHC Pepsico

Company Pepsico

Description Five individual packs of morning biscuits with honey and yogurtflavored drizzle, in a carton box. For a nutritious morning energyto help keep you going.

Claims Features 13g of wholegrains. Naturally and artificially flavored. Certifiedkosher dairy.

UHC Hormel Foods

Company Hormel Foods

Description Granola center biscuits completely covered in Skippy peanutbutter. Comes in a 156g plastic container.

Claims Features Made with real Skippy peanut butter.5g protein per serving.



Alcoholic Beverages


Total Alcoholic Beverages & Honey Introductions (PACKAGING)

1,600

2,205 2,3371,857

3,190

83 158 151 102 254

2012 2013 2014 2015 2016

Total Alcoholic Beverage Introductions and Honey Introductions in theCategory

(2012-2016)

% Change YOY (Total AlcoholicBeverages)

38% 6% -21% 72%

% Change YOY (Alcoholic Beveragesw/ Honey)

90% -4% -32% 149%

Data includes all products with honeylisted anywhere on the PACKAGING

There are significantly more products being introduced with “honey” listed somewhere on pack,vs. as an ingredient*.

* In 2016, 14 total new alcoholic beverages had ‘honey’ listed as an ingredient, ingredient labeling is not a requirement for alcoholicbeverages.


Honey Share of Alcoholic Beverage Introductions (PACKAGING)Honey owns roughly an 8% share of alcoholic beverage introductions when considering thosethat have “honey” listed somewhere on the packaging.

5.2%

7.2%6.5%

5.5%

8.0%

2012 2013 2014 2015 2016

Honey Share of Alcoholic Beverage Intros (2012-2016)

Data includes all products with honeylisted any where on the PACKAGING


Competitor Share of Introductions (PACKAGING)Honey owns just a slightly smaller share of introductions relatively to sugar when considering newproducts that list it anywhere on pack.


8%9%

8%9%

11%

5%

7%6%

5%

8%

0%1%

3% 3% 3%2% 2%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Alcoholic BeverageCategory(2012-2016)

Sugar

Honey

Corn Syrup

Agave


Competitor Share of Introductions (PACKAGING)Honey owns just a slightly smaller share of introductions relatively to sugar when considering newproducts that list it anywhere on pack.


8% 9% 8% 9%11%

5%7%

6% 5%

8%

0%

0%1% 1%

1%

3%

3%3% 2%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Alcoholic BeverageCategory(2012-2016)

Agave

Corn Syrup

Honey

Sugar


Alcoholic Beverage Introductions – Top ManufacturersBeam Suntory, Arkay Beverages, and Smirnoff were the top manufactures to bring new alcoholicbeverages to the market in 2016.

5044 44 41

3429 28 27 24 21 19 18 18 18 16 16 16 16 15 15 15 15 14 14 13 13 13 12 12 12 12 12 12 12 11 11 10 10 10 10 10 10 10 10

2016 Top Alcoholic Beverage Introducers



Alcoholic Beverages with Honey – Top Manufacturers (PACKAGING)

Beam Suntory was the number one manufacturer using honey on new product packaging.

12

4 4 4 43 3 3 3 3 3

2016 Top Alcoholic Beverages with Honey Introducers




Alcoholic Beverages & Honey Packaging Claims

Honey innovation launched in Alcohol Category relies much more on functional claims, premiumpositioning and seasonal in and out’s, although there is heavy emphasis on “natural” positioning.

69 6455 49

20 15 132

Natural/Traditional Fuctional Claims Indulgent/Premium Seasonal In/Out CleanLabel/Ingredients

Ethical/Sustainability Health Claims (Less of) Food Beliefs

Alcoholic Beverages with Honey Packaging Claims (2016)

• Traditional (64)• Natural (5)


• Conv. Packaging(4)


• Price Premium(30)

• Seasonal In/Out(49)

• Gluten Free (9)• No Additives/

Preservatives (5)• Organic (4)• GMO Free (2)

• Ethical Human(7)


• Ethical –Environment (2)

• Non Allergies(10)

• HFCS Free (1)• No Added

Sugar (1)• Sugar Free (1)

• Kosher (2)


UHC Burial Beer Co

Company Burial Beer

Description Burial The Keeper’s Veil Honey Saison features local honey andRiverbend Malt's 6 row and wheat. The crown jewel of this beer is theaddition of seven flowers and herbs from Asheville's wildflowerpopulation. Flowers include heather, elderflower, lavender, passionflower, hibiscus, rose and chamomile. Those who favor a saison withstrong herbal notes, this beer is for you.

Alcoholic Beverage Product Example (Honey listed on pack, not as an ingredient)

UHC Drakes Brewing

Company Drakes Brewing

Description Porter beer brewed with naturally sun-dried Colombiancoffee and a rare coffee blossom honey which imparted anaromatic honey sweetness. Comes in a 650ml glass bottle.


UHC Kroger

Company Turkey Hill Dairy

Description Haymakers tart cider with ginger, honey, molasses, and vinegar.

Claims Features Old fashioned. Thirst quenching. Gluten free. Certified kosher.

Ingredients Water, sugar, apple juice concentrate, apple puree, fruit juice forcolor, malic acid, natural flavors, apple cider vinegar, honey,molasses, citric acid, ground ginger, potassium sorbate, sodiumbenzoate.

Alcoholic Beverage Product Example (Honey listed as an ingredient)

UHC Luxco

Company Luxco

Description Liquor with smooth honey taste, in a 700ml glass bottle. Adelicious, appetizing take on the classic rebel yell recipe,perfectly infused with the sweetness and lush flavor of freshhoney for easy sipping..

Claims Features Contains 35% alcohol by volume. Tasting notes: honey addsa sweet, but not too sweet taste, with hints of oak lingeringalongside cardamom and spice. Aroma: strong honey,candy, vanilla and butterscotch tones with a hint of oak.Contains hints of oak, cardamom and spice. Rebel Yellquality.

Ingredients Wheat, corn, malt, natural honey flavor.


Alcoholic Beverages with Honey – New Product Examples

UHC Suntory

Company Beam Suntory

Description Jim Beam honey opens a smooth chapter in the Jim Beamlegend with complex notes of caramel, oak, vanilla and a finishof sweet honey. Made with Kentucky straight bourbon whiskeyslowly infused with natural golden honey to produce asophisticated, deep, rich flavor with honey aroma. Find outwhat all the buzz is about—try it today. Lovers of Jim Beam'sfamous flavors will fall for Jim Beam honey. Infused with atouch of sweetness and smooth flavor, it's perfect mixed withginger ale or apple juice and club soda.

Claims Features Contains 35% alcohol by volume. The touch of honey in thisliquor with flavors is perfect—not too strong or too subtle—andits warming liquor tones allow the honey sweetness to shine,making it great for sipping on its own straight from the fridge.

UHC Florida Ice And Farm

Company Dundee Brewing

Description Man first brewed with honey more than 2, 000 years ago. Back then,fermented honey was proclaimed the drink of kings. Dundee brewingfirst brewed original honey brown lager nearly 20 years ago. AndDundee Brewing like to think every batch is still fit for a king. In theyears since, Honey Brown has been brewed with the same premiumbarley, hops and pure Manitoba white clover honey to produce agreat-tasting, medium-bodied lager. This isn’t your watered-down lightbeer from college. Nor is it a heavy craft beer. Honey Brown poursright smack dab in the middle. A delicious golden amber color, it’s abeer you can drink throughout the night while staying true to yourselfand your evolving palate. Enjoy it with friends. Enjoy it with strangers. Itdoesn’t matter to us—just enjoy it..

ClaimsFeatures

Contains 4.5% alcohol by volume. IBU: 10. Original..


Alcoholic Beverages with Honey – New Product Examples

UHC Dansk Mjod

Company Dansk Mjod

Description Dansk Mjod Viking Blod Nordic honey wine with hibiscus andhops added. Comes in a 750 ml of glass bottle.

Claims Features Contains 19% alcohol by volume. Based on a recipe from aboutyear 1700. Appearance: Golden amber with red tints. Aroma:Intensely herbal and floral aromas. Flavor: This artisanmetheglin style Danish mead has hibiscus, which gives its soft,citrus like flavor, and very floral aroma. Finish: Hoppy dry,spicy, and very warming. Style: Mead with Hibiscus.

UHC Bells Brewery

Company Bells Brewery

Description Bells Roundhouse Indian Red Ale Brewed With HoneySubstantial amounts of late-kettle hop additions and dry-hoppingyields a heady blend of fruity aromas of pineapple, peach and citrus.Those aromas continue into a crisply bitter hop presence across thetongue, but the judicious use of toasted and caramel specialty maltsprevents the hop intensity from overwhelming the palate. Locallysourced Michigan honey creates a smooth, dry finish that pullseverything together. The India Red Ale style is a variation on the IPA,but with more caramel and toasted malt character and a reddish hue.

ClaimsFeatures

Contains 7.5% alcohol by volume. Roundhouse was first brewed atBell's original brewery in downtown Kalamazoo in 2009.


Cold Drinks


Total Cold Beverage & Honey Introductions in the Category

The cold beverage category has been introducing fewer new products year after year since 2014. Asa result, the number of products with honey has also slipped.

1,785

2,8462,669 2,555 2,452

49 52 85 83 72

2012 2013 2014 2015 2016

Total Cold Beverage Introductions and Honey Introductions in theCategory

(2012-2016)

% Change YOY (Total Cold Drinks) 59% -6% -4% -4%

% Change YOY (Cold Drinks w/Honey)

6% 63% -2% -13%


Honey Share of Cold Beverage Introductions

Honey owns roughly a 3% share of cold beverage introductions.

2.7%

1.8%

3.2% 3.2%2.9%

2012 2013 2014 2015 2016

Honey Share of Cold Beverage Intros (2012-2016)



Sugar is by far the number one sweetener used in new beverage products.

33%

28%

32%34%

37%

8%11% 10% 10%

11%

3% 2% 3% 3% 3%2% 2%3%

2% 3%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Cold BeverageCategory(2012-2016)

Sugar

Corn Syrup

Honey

Agave



Sugar is by far the number one sweetener used in new beverage products.

33%28%

32% 34% 37%

8%11%

10% 10%11%3%

3%2%2%

3% 2%3%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Cold BeverageCategory(2012-2016)

Agave

Honey

Corn Syrup

Sugar


Cold Drink Introductions – Top ManufacturersCoca-Cola, Kraft, Dr. Pepper, and PepsiCo were the top manufacturers bringing new cold beverageproducts to market in 2016.

76

5952 52

33 32 29 28 27 24 24 24 24 23 23 23 21 21 21 21 20 20 20 19 19 18 18 17 16 16 15 15

2016 Top Cold Beverage Introducers



Cold Drinks with Honey – Top Manufacturers

Arizona was the number one manufacturer of cold beverage products with honey in 2016.

9

7

5 54

32 2 2 2 2 2 2

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

2016 Top Cold Beverages with Honey Introducers



Top Beverage Manufacturers & Honey Share

Among the top 10 beverage manufactures, only two companies introduced products thatincluded honey.

76

5952 52

33 32 29 28 27 24 24 24 24

0 0 1 0 0 3 0 0 0 0 0 0 0

Coca Cola Dr Pepper Nestle Bai Brands Campbell Harvest HillBeverage Company

Walmart

2016 Top 10 Beverage Introducers and Corresponding Honey ProductsTotal Soft Drink IntroductionsSoft Drink Introductions with Honey

Honey Share of New Cold Drink Intros

Coca Cola Kraft Dr Pepper Pepsico Nestle WilliamsSonoma Bai Brands Welch

Foods Campbell BlueprintHarvest HillBeverageCompany

OceanSpray

CranberriesWalmart

0% 0% 2% 0% 0% 9% 0% 0% 0% 0% 0% 0% 0%


Cold Beverage & Honey Packaging Claims

Similar to hot drinks, clean label/ingredients, health claims and functional claims dominate the “hotdrink” new product honey launches.

68 62 62

36 33 32 30

11 5 2

CleanLabel/Ingredients

Health Claims (LessOf)

Fuctional Claims Ethical/Sustainability Food Beliefs Natural/Traditional Positive NutritionalClaims

Indulgent/Premium Product Form Children 5-12

Cold Beverage with Honey Packaging Claims (2016)

• Gluten Free (23)• No Additives/

Preservatives (19)• Organic (15)• GMO Free (11)

• Allergy Free (23)• HFCS Free (12)• 100% not from

Concentrate (10)• Low Calorie (8)• Sugar Free (4)• Low Sugar (2)• Low Sodium (2)• Low Fat (1)



• Conv.Packaging (13)


(1)• Vegan (1)


• Digestive/GutHealth (4)

• ImmuneHealth (4)

• Antioxidant (3)• Energy (2)

• Ethical –Packaging(5)


• Ethical -Env. (1)

• Ethical &Exotic (1)

• Ethical notspecific (1)

• SeasonalIn/Out (2)


• Children (5-12) (2)


Cold Drinks with Honey – Positioning Categories

Convenient to drink was the number one on-pack positioning in the 2016 beverage category.

34

2825 23 23

19 17 15 15 15 13 12 11 11 11 10 10 8 6 5 4 4 4 4 4 3 2 2 2 2 2 2 1 1 1 1 1 1 1

2016 Cold Drinks with Honey Positioning Sub-Categories

*Sub-categories with less than 50 introductions not shown


Cold Beverages with Honey – Texture Claims

“Creamy” was the top texture claim among cold beverage products with honey.

1

1

4

Luscious

Smooth

Creamy

2016 Cold Beverage with Honey Texture Claims


Cold Drinks with Honey – New Product Examples

UHC Temple Turmeric

Company Temple Turmeric

Description This radiant blend offers a revitalizing and grounding sensoryexperience that supports a healthy inflammation response.Juicy pineapple, mango, and citrus highlight the 13,000mg ofradiant Hawaiian Oana Turmeric in every bottle. Honor yourbody with this mega, bioavailable turmeric offering.

Claims Features USDA organic. Non-GMO project verified. Organic HPP. OANAturmeric.13% juice content.

UHC Purity Organic

Company Purity Organic

Description The unthinkable blend of organic ingredients to bring you this newrefreshing tea. A great-tasting Purity Organic brewed matchagreen tea with hibiscus, honey, and lime, in a 413ml glass bottle.

Claims Features A refreshing blend of power and balance. Notes of hibiscus,honey, and lime combine with ceremonial grade matcha for aharmonious and healthy brewed tea. USDA organic. Certifiedkosher. Low-sugar. Gluten free. On-the-go refreshment.


Cold Drinks with Honey – New Product Examples

UHC Me And The Bees Lemonade

Company Me And The Bees Lemonade

Description The sweet and tart flavor of Bee Sweet lemonade with a kick ofspicy ginger. Cool refreshing and totally delicious. A drink to beenjoyed all year long.

Claims Features Award winning lemonade uses 100% fresh squeezed lemon juicenot from concentrate. It is sweetened with local honey and100% cane sugar. No caffeine and high fructose corn syrup.

UHC Marley Beverage

Company Marley Beverage

Description Soothing green tea brewed with a hint of sweet honey, in a 459mlaluminum can.

Claims Features Relaxation drink. Decaffeinated and naturally flavored. Noartificial sweeteners, flavors or colors. Relaxation blend(80mg/can): chamomile flower extract, lemon balm extract,Valerian root extract, hops extract and passionflower extract.Gluten free. Certified kosher. Suitable for vegan. Recyclablepackaging.


Soft Drinks with Honey – New Product Examples

UHC Sprecher Brewing

Company Sprecher Brewing

Description Prepared from raw honey and pure vanilla extract, this oldfashioned Cream Soda is fire-brewed for a richly flavorfulcreaminess. Savor the sumptuous vanilla, honey and caramel inthis refreshing beverage that will bring a smile to your face.

Claims Features Gourmet soda. Fire brewed. No caffeine. Gluten free.

UHC Vultaggio And Sons

Company Arizona Beverage

Description Lightly carbonated energy drink with a citrus flavor, in a 325mleasy-to-open aluminum can.

Claims Features Extreme performance.


UHC Cocktail Crate

Company Cocktail Crate

Description The most popular cocktail mixer, Ginger Bee is handmade from freshpressed ginger juice and clover honey. Insanely versatile, Ginger Beepairs well with all spirits, so it's a perfect go-to when entertaining guestswith different tastes or for turning whatever spirits you happen to have athome into delicious craft cocktails. Ginger fans also love using Ginger Beeto create unique twists on Moscow Mules, Dark'n Stormies, and WhiskeyGingers.

Claims Features Handmade in Queens. Cocktail Crate believe that quality cocktailsshouldn't cost a fortune or be difficult to make. That's why theymeticulously handcraft each Cocktail Crate mixer from fresh, carefullyselected ingredients. They take pride in what they make so that you cantake pride in what you drink.

Soft Drinks with Honey – New Product Examples

UHC Williams Sonoma

Company Williams Sonoma

Description Williams Sonoma handcrafted mixer makes it easy to warmup with a spicy apple hot toddy. For the perfect balance offlavors, simmer crisp, tart apples with golden honey, pureMadagascar vanilla and Williams Sonoma own blend ofsweet cinnamon, cloves and ginger. Just add whiskey,bourbon or rum, and then serve in a mug or heatproof glass.

Claims Features A handcrafted classic with apple and spices.


Hot Drinks


Total Hot Drinks & Honey Introductions in the Category

Honey inclusions in hot beverages were at a 5 year high in 2016, and double what they were in theprevious year.

1,011

1,268 1,265 1,190

1,611

22 16 25 21 42

2012 2013 2014 2015 2016

Total Hot Drink Introductions and Honey Introductions in the Category(2012-2016)

% Change YOY (Total Hot Drinks) 25% 0% -6% 35%

% Change YOY (Hot Drinks w/ Honey) -27% 56% -16% 100%


Honey Share of Hot Drink Introductions

Honey owns roughly a 3% share of Hot Drink introductions.

2.2%

1.3%

2.0%1.8%

2.6%

2012 2013 2014 2015 2016

Honey Share of Hot Drink Intros (2012-2016)



Sugar is the number one sweetener used in new hot beverage products.

10% 11%

12%11%

15%

5% 5%

7%

5%

9%

2%1%

2% 2%3%

0% 0% 0% 0% 0%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Hot BeverageCategory (2012-2016)

Sugar

Corn Syrup

Honey

Agave



Sugar is the number one sweetener used in new hot beverage products.

10% 11% 12% 11%15%

5% 5%

7%5%

9%

2% 1%

2%

2%

3%

0% 0%

0%

0%

0%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Hot BeverageCategory (2012-2016)

Agave

Honey

Corn Syrup

Sugar


Hot Drink Introductions – Top Manufacturers

Buddha Teas and Starbucks were the top introducers of hot drink products in 2016.

4845

35 34 34 34 32 30 30 2924 23 23 21 20 20 20 19 18 17 17 16 15 15 14 14 13 13 13 13 12 12 12 11 11 11 11 11 11 11 10 10 10

2016 Top Hot Drink Introducers



Hot Drinks with Honey – Top Manufacturers

Manufacturers introducing honey products tend to be more entrepreneurial smaller companies.

76

43

2 2 2 2 21 1 1 1 1 1 1 1 1 1 1 1

2016 Top Hot Drinks with Honey Introducers



Top Hot Drink Manufacturers & Honey Share

Among the top 10 new hot beverage manufactures, few are currently using honey as aningredient, with the exception of Celestial Seasonings.

48 4535 34 34 34 32 30 30 29

0 2 0 0 3 2 0 0 0 0

Buddha Teas Starbucks Vitacost CelebrationHerbals

CelestialSeasonings

The RepublicOf Tea

Keurig GreenMountain

Mighty Leaf Unilever Stash Tea

2016 Top 10 Hot Drink Introducers and Corresponding Honey ProductsTotal Hot Beverage IntroductionsHot Beverage Introductions with Honey

Honey Share of New Hot Beverage Intros

Buddha Teas Starbucks Vitacost CelebrationHerbals

CelestialSeasonings

The RepublicOf Tea

Keurig GreenMountain Mighty Leaf Unilever Stash Tea

0% 4% 0% 0% 9% 6% 0% 0% 0% 0%


Hot Drinks & Honey Packaging Claims

Clean label/ingredients, health claims and functional claims dominate the “hot drink” new producthoney launches.

44 43 3723

14 13 102 2

Hot Drinks with Honey Packaging Claims (2016)

• Gluten Free (20)• Organic (12)• GMO Free (10)• No Additives/Preservatives(2)

• Allergy Free (22)• No Trans Fats (6)• Weight

Management (4)• Low Calorie (3)• Low Carb (3)• Sugar Free (2)• Lactose Free (1)• Low Sodium (1)


• Conv. TimeSaving (3)

• Conv.Packaging (2)



(1)• Vegan (1)


• Digestive/GutHealth (4)

• ImmuneHealth (4)

• Antioxidant(3)

• Energy (2)


• Ethical – Human(2)

• Ethical - Env. (1)• Ethical & Exotic

(1)• Ethical not

specific (1)

• SeasonalIn/Out (2)



Hot Drinks with Honey – Positioning Categories

Convenient to prepare was the number one on-pack positioning in the 2016 hot drink category.

31

22 21 20

12 12 107 7 6 5 4 4 4 3 3 3 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1

2016 Hot Drinks with Honey Positioning Sub-Categories

*Sub-categories with less than 50 introductions not shown


Hot Drinks with Honey – Texture Claims

“Creamy” was the top texture claim among new hot drink products with honey.

1

1

9

Tender

Smooth

Creamy

2016 Hot Drinks with Honey Texture Claims


Hot Drinks with Honey – New Product Examples

UHC Kerry

Company Big Train

Description Taste the drink that has been savored for centuries in India andrefresh your body and soul with the creamy blend of honey,raspberry, black tea and exotic spices. Can be made with wateror your choice of milk. Enjoy hot, over ice or blended. Comes ina 1.59kg plastic packet.

Claims Features Gluten-free and certified kosher dairy. New look. Same greattaste. Naturally and artificially flavored drink mix. Can be usedto make hot, iced or blended drinks. No hydrogenated oils.

UHC Starbucks

Company Starbucks

Description Nine K-cup capsules of creamy blend of black tea, cinnamon,ginger, cardamom and vanilla flavor, held in a carton box withnine individual sachet of sweetened dairy. Black tea takes aSaturday drive in a milk and honey mobile through an exoticmarketplace. The essences of sweet cinnamon, spicy ginger andfragrant cardamom float in through the open windows, whileblack pepper flirtatiously grabs the steering wheel, just to heatthings up a bit.



UHC Zen Bear Honey Tea

Company Zen Bear Honey Tea

Description Bee-ing Better contains herbs and citrus for soothing andhealing, ginger root for defense, all with a spark of cayenne tocombat the blahs.

Claims Features Certified organic.

UHC FitTea

Company FitTea

DescriptionFit tea is a loose leaf tea that contains a powerful blend of organicgreen tea, oolong wu yi, garcinia cambogia extract, pomegranate,organic rooibos, ginger, stevia, honey, guarana, citric acid, sea salt(electrolytes), lemon juice and matcha green tea. These have beenused all over the world for thousands of years for their healthbenefits. Comes in a resealable plastic pouch.

Claims Features Promotes fat burning and weight loss. Improves your immune system.Soothes and clean your digestive system. A 14 day detox. Blend ofall natural ingredients. Non GMO. GMP certified. Dairy free. Glutenfree. Soy free. EXTRA NOTES: When to drink: Drink the tea everymorning with or without breakfast or right before a workout. Addinghoney or lemon will help make the tea taste better.



UHC Kerry

Company Oregon Chai

Description Caffeine free chai tea latte concentrate is a perfectcombination of black tea with honey, spices and vanilla in acaffeine free format. Simply combine Oregon Chai concentratewith milk for a traditional chai latte. Enjoy hot or cold. Comes ina 946ml Tetra Brik Aseptic.

Claims Features Caffeine free. USDA organic. Non GMO Project Verified.Certified kosher. New look, same great taste.

UHC Twinings North America

Company Twinings

Description Soothing chamomile tea with honey, in a plastic sachet.


Sugar and Sweeteners


Total Sugar & Sweetener Category IntroductionsNew honey product introductions in the sugar and sweeteners category are at a 5 yearhigh but relatively low at 6% vs other categories.

130

193

251 242

199

1 0 1 3 12

2012 2013 2014 2015 2016

Total Sugar & Sweetener Introductions and Honey Introductions in theCategory

(2012-2016)

% Change YOY (Total S/S) 48% 30% -4% -18%

% Change YOY (S/S w/ Honey) -100% 100% 200% 300%


Honey Share of Sugar & Sweetener IntroductionsHoney owns roughly a 6% share of Sugar and Sweetener introductions, this may be a sign toshow growth of honey in this category.

0.8%0.0%

0.4%1.2%

6.0%

2012 2013 2014 2015 2016

Honey Share of Sugar & Sweetener Intros (2012-2016)



Sugar and stevia are being used most often in new product introductions in the sweetener category.

30.0%32.6%

20.7%

31.0% 31.2%

19.2%

23.8%

46.6%

19.0%21.1%

14.6% 15.5%

7.6% 6.6% 6.5%6.2% 6.2% 6.4%9.5% 8.0%

0.8% 0.0% 0.4% 1.2%

6.0%3.1% 2.6% 2.8%

5.0% 5.5%2.3% 1.0% 0.4%

2.9% 1.5%

6.2% 6.2% 6.4%9.5% 8.0%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Sugar & SweetenerCategory

(2012-2016) Sugar

Stevia

Agave

Dextrose

Honey

Maple Syrup

Turbinado

Aspartame


Sugar & Sweetener Introductions – Top ManufacturersWholesome Sweeteners and Wisdom Natural Brands introduced the most new products in thecategory in 2016.

1312

76

5 5 5 5 5 54 4 4

3 3 3 3 3 3 3 32 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

2016 Top Sugar & Sweetener Introducers


(Splenda)


Sweeteners with Honey – Top Manufacturers

Madhava Honey introduced the most new honey products within the category.

32

1 1 1 1 1 1 1

2016 Top Sweeteners with Honey Introducers


Sugar & Sweeteners Packaging Claims

Overall new product packaging claims for sugar and sweeteners focus on “less of” and clean labelmessaging.

288230

154 14367 63 18 6 2

Sugar & Sweeteners Packaging Claims (2016)

• Allergy Free (76)• Low Calorie (76)• Low GI (43)• Diabetic (30)• Low Carb (21)• Sugar Free (16)• Low Sodium (5)• No Trans Fats (5)• Low Fat (4)• Weight Mgmt. (4)• Lactose Free (3)• Low Cholesterol (3)• HFCS Free (1)• No Added Sugar (1)

• Gluten Free (74)• GMO Free (63)• Organic (60)• No Additives/

Preservatives(33)

• Kosher (102)• Vegan (43)• Vegetarian (9)


• Conv. ReadyPrepared (62)

• Conv.Consumption (1)





• Ethical - Env. (7)


• Oral Health(4)

• Antioxidant(2)

• Sticks (2)


Sugar & Sweeteners with Honey Packaging Claims

Few new sugar/sweeteners launches with honey, so looing at a small number of claims. Interesting isthat the top claims are “functional”, and very few claims are being made around natural.

119

76

54

21

Functional Claims CleanLabel/Ingredients

Food Beliefs Ethical/Sustainability Health Claims "LessOf"

Natural/Traditonal Indulge/Premium Product Form

Sugar & Sweeteners Honey Packaging Claims (2016)


• Conv. ReadyPrepared (4)

• Gluten Free (4)• Organic (4)• GMO Free (1)

• Kosher (7) • Ethical –Packaging (4)


• Ethical - Env. (1)

• Non Allergic (4)• Low Calorie (1)

• Natural (4) • Indulgent/Premium (2)

• Dry (1)


Sweeteners with Honey – Positioning CategoriesHowever, natural, organic and low calorie were included less often on honey products relativeto other positioning claims.

7 7

4 4 4 4 4 4

21 1 1 1 1

2016 Sweeteners with Honey Positioning Sub-Categories


Sugar & Sweeteners with Honey – New Product Examples

UHC Fresh Essentials

Company Fresh Essentials

Description Fresh Essentials Honey Crystals are a marvel of naturaldeliciousness. You’ll love all the flavor and versatility of classichoney, with the measurability and ease-of-use of sugar. It's greatfor drinks- from teas to smoothies. It can sprinkles over cereal oroatmeal, or baked it into cookies and cakes. Honey crystals willalso add appetizing flavor to sauces and marinades. All withease and without the mess of traditional honey.

Claims Features All natural.100% granulated honey. Dissolves quickly. Great forbaking. Enjoy in hot and cold beverages. No sticky mess. NonGMO. Premium quality.

UHC Emergency Essentials

Company Emergency Essentials

Description Honey granules in a 544g re-closable metal tin. Sprinkle thesegranules in your hot or cold drinks for a little extra sweetness.Can also be used in marinades for meat, or as a sugar substitutein coffee, baked goods, and other recipes.



UHC 100% all natural granulated honey in 40 packets, held in acarton box.

Company Nektar Naturals Fine Foods

Description No sticky mess. Great for hot and cold beverages, oatmeal,marinades, baking or any recipe. Equivalent to 1 bottle ofhoney. Certified kosher. All natural. Gluten free. Non GMO.Contains naturals antioxidants, electrolytes, a low glycemicindex and are also heat stable.

UHC Hoosier Hill Farm

Company Hoosier Hill Farm

Description Premium honey powder in a re-closable glass jar. This sugarsweet powder has a pale yellow color and a hint of honey aroma.Adds a sweet touch to oatmeal or fruit, or can be sprinkled onmeat for grilling to create an instant glaze. Experiment and havefund with different ways to use this non-sticky version of yourfavorite natural sweeteners.


UHC Madhava Honey

Company Madhava Honey

Description Madhava has blended organic raw honey with delicioussavory hickory and sage flavors that will make you thesweetest chef on the block. Prepare plenty, seconds willdefinitely be served.

Claims Features Certified USDA organic certified. Naturally sweet. Certifiedkosher parve. Gluten free. Pure. Natural. Scrumptious. Sweet.


UHC Madhava Honey

Company Madhava Honey

Description Organic lemon ginger zest flavored honey in a 340g glassbottle. Added hints of aromas and essences that enhance theflavor of tea and will make your tea time even sweeter.

Claims Features Loves tea. Certified USDA organic. Raw honey. Naturally sweet.Certified B corporation. Certified kosher parve. Gluten free.


UHC Fanjul Corp Sugar Cane Growers Cooperative

Company C & H Sugar

Description Introducing a free-flowing mix of granulated pure cane sugarand honey. C&H Honey Flavored Granules easily adds a sweethoney taste to teas and cereals, or can be measured forrecipes. C&H Honey Flavored Granules is available in easy-pour canisters with re-closeable flip-top lids. Adding honeyflavor to everyday foods has never been easier than with thisconvenient, neat canister.

Claims Features Recyclable packaging. Certified kosher.


UHC Azucarera Ebro

Company Truvia

Description Stevia sweetener blend with honey, in a PET bottle. Try in hotand cold beverages.

Claims Features Certified kosher. Gluten free. Recyclable packaging.10 caloriesper serving. 50% fewer calories per serving than sugar.


UHC Ahold

Company Stop And Shop

Description Organic light brown sugar flavored with honey and caramelnotes, in a 680g resealable plastic pouch.

Claims Features Product you can trust for your family's health and well being-organically. That's our promise to you. USDA organic.


UHC Badia Spices

Company Badia Spices

Description Bee pollen made by honeybees, is popular as a topping overyogurt or cereal, blended into smoothies, and even as sprinklesover popcorn and salads. Comes in a resealable plasticsachet.

Claims Features Certified kosher. Certified gluten free. Recyclable packaging.


Spreads Section


Total Spreads & Honey Introductions in the CategorySpread introductions is a growing category, particularly for honey introductions.

572677

876987 954

51 67 79 101 148

2012 2013 2014 2015 2016

Total Spread and Honey Introductions in the Category(2012-2016)

% Change YOY (Total Spreads) 18% 29% 13% -3%

% Change YOY (Spreads w/ Honey) 31% 18% 28% 47%

In 2016, nearly 72% ofall honey productsintroduced in the

spreads category are“pure honey”, or

product where honeyis the top ingredient.


Total Spreads & Honey Introductions in the CategoryOf the 148 honey products in the category, 106 of those are pure honey products.

572677

876987 954

51 67 79 101 148

2012 2013 2014 2015 2016

Total Spread and Honey Introductions in the Category(2012-2016)

% Change YOY (Total Spreads) 18% 29% 13% -3%

% Change YOY (Spreads w/ Honey) 31% 18% 28% 47%


Honey Share of Spread IntroductionsHoney’s share of spread introductions reached a 5 year high in 2016, with nearly 1 in 6 newproducts including honey in some form.

8.9%9.9%

9.0%10.2%

15.5%

2012 2013 2014 2015 2016

Honey Share of New Spread Intros (2012-2016)


Competitor Share of IntroductionsSugar is by far the number one sweetener used in new spread products, but has beenexperiencing declines year over year since 2013.

48%53% 50%

45% 44%

9% 10% 9% 10%16%

9% 9% 6% 8% 9%1% 1% 2% 1% 1%

2012 2013 2014 2015 2016

Honey and Competitor Share of Introductions by Spread Category(2012-2016)

Sugar

Honey

Corn Syrup

Agave


Spread Introductions – Top Manufacturers

Smucker, Walmart, and Stop and Shop were the top introducers of new spreads in 2016.

34

28

18

12 12 11 10 10 10 9 9 9 9 9 9 8 8 8 8 8 8 8 7 7 7 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 5 5 5 5 5 5 5 5 5 5 5 5 5

2016 Top Spread Introducers



Spreads with Honey – Top Manufacturers

Wedderspoon, Manuka Doctor, and Walmart were the top introducers of spreads with honey.

11 10 10

6 5 4 4 4 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2

2016 Top Spreads with Honey Introducers



Top Spread Manufacturers & Honey ShareAmong the top 10 spread manufacturers, majority are introducing at least oneproduct that includes honey.

34

28

18

12 12 11 10 10 10 9 9 9 9 9 9

3

10

20 1

11 10

1 0 0 0 1 02

0Jm Smucker Walmart Stop And Shop Food Should

Taste GoodFresh Thyme Wedderspoon Manuka Doctor Stonewall

KitchenTastefully

SimpleBylers Relish

HouseCedars

MediterraneanFoods

Good FoodsGroup

Peanut ButterAnd Co

Trader Joes Welch Foods

2016 Top 10 Spread Introducers and Corresponding Honey ProductsTotal Spread Introductions

Spread Introductions with Honey

Honey Share of New Spread Intros

Jm Smucker Walmart Stop AndShop

FoodShould

Taste Good

FreshThyme

Wedder-spoon

ManukaDoctor

StonewallKitchen

TastefullySimple

BylersRelishHouse

CedarsMediterranean Foods

GoodFoodsGroup

PeanutButter And

CoTrader Joes Welch

Foods

9% 36% 11% 0% 8% 100% 100% 10% 0% 0% 0% 11% 0% 22% 0%


Total Spread & Honey Packaging ClaimsMost packaging claims in spreads focused on functional claims, as well as cleanlabel/ingredients.

152

91 8264 53

38 3514

Functional Claims CleanLabel/Ingredients

Food Beliefs Health Claims (LessOf)

Ethical/Sustainability Positive NutritionClaims

Natural/Traditional Indulgent/Premium

Total Spreads with Honey Packaging Claims (2016)

• Convenience – ReadyPrepared (137)

• Convenience - TimeSaving (8)

• Economy (4)• Convenience –

Packaging (2)• Functional – Not

Specified (1)

• Gluten Free (38)• GMO Free (23)• Organic (17)• No Additives/

Preservatives (13)

• Kosher (77)• Vegan (3)• Lactose Free (1)• Vegetarian (1)

• Allergy (39)• Low Cholesterol (6)• No Trans Fats (6)• Low Fat (6)• HFCS Free (3)• Low GI (3)• Low Sugar (1)

• Ethical Packaging(34)

• Ethical – Human (11)• Ethical –

Environment (4)• Ethical

Animal/Birds andFish (2)

• Ethical – NotSpecific (2)

• High/Source OfProtein (9)

• Antioxidant (8)• Digestive/Gut

Health (5)• Omega-3 (4)• Probiotic (3)• High/Source Of

Fibre (2)• Prebiotic (2)• Vitamin/Mineral

Fortified (2)• Energy/Alertness (1)• Heart Health (1)• Immune Health (1)




UHC Wedderspoon

Company Wedderspoon

Description Wedderspoon premium honey is rich not only in taste, butpacked with complex sugars, proteins, amino acids, organicacids, vitamins, flavonoids, and other naturally occurringcompounds. Manuka honey is hazelnut in color falling into theDark Amber category on the Pfund color grading system.Comes in a 250g plastic jar.

Claims Features Verified Non GMO. Antibiotic free honey. Hives are made fromenvironmentally friendly material. Packing is BPA free. Smooth,creamy, unpasteurized genuine manuka honey. KFactor 16indicates that 75% of the pollen is guaranteed to contain pollengrains that are specific to the manuka flower.

Spreads with Honey – New Product Examples

UHC Wedderspoon

Company Wedderspoon

Description Dandelion honey is clove in color falling into the dark ambercategory on the Pfund color grading system. This bright yellow,raw, unpasteurized wild Dandelion honey delivers a strong,tangy zing of rich flavor. Sourced from the pastoral grazingcountry of the remote mountainous regions of New Zealand'sSouth Island, this high quality, thick honey is harvested fromuncultivated dandelions.Wedderspoon Gold, the gourmet line,is elegantly packaged in glass jar containing raw, nutrient richhoney with potent, naturally occurring properties.Perfect pairing with gourmet cheeses, fresh fruit, or drizzledover creamy yogurt. No need to refrigerate once opened.

Claims Features 100% raw. Gourmet. Non GMO Project Verified.


UHC Walmart

Company Walmart

Description 100% raw honey in a glass jar.


UHC JmSmucker

Company JmSmucker

Description Blueberry lemon fruit spread sweetened with honey in a glassjar.

Claims Features Certified kosher. Naturally sweetened with honey.


UHC Amazing Herbs

Company Amazing Herbs

Description Raw natural honey infused with hyssop, chamomile, thymeextracts and pure black seed oil.Raw natural honey infused with echinacea, elderberry, garlic,eucalyptus extracts and pure black seed oil.

Claims Features Provides an all natural soothing experience.Provides an all natural immune boost.


UHC ManukaDoctor

Company ManukaDoctor

Description Apiwellness 15+ Bio Active Manuka honey with ginger, in a 500gplastic bottle. With activity levels certified by an independentlaboratory, you can be assured of the rating in every batch ofManukaDoctor honey. The overall rating is a reflection activityof naturally occurring peroxide activity levels.

Claims Features Apitherapy by ManukaDoctor. Naturally healthy product.Certified origin. Certified kosher.



UHC Valeo Foods

Company Rowse Honey

Description Pure and natural honey in 8 easy snap sachets, held in acarton box. Ideal for use on the go. Mess free, perfect forporridge, toast or with yogurt.

Claims Features Ideal for use on the go. Mess free. Perfect for porridge. RowseSnap and Squeeze Honey Sachets are mess free and perfectfor breakfast on the go. Simply bend the sachet in half in themiddle, snap and squeeze the honey out. Perfect on porridge,toast or with yogurt.


Thank You

new product introductions - national honey board · kraft snacks, sauces/seasonings kind...

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