Finally, fruit flavored frozen yogurt formulations with 7 percent honey solids were ranked highly by trained panelists. Honey is thought of as a natural product by over 90 percent of consumers. The National Honey Board's honey bear logo conveys important product attributes and strengths. More than 49 percent of consumers indicated a preference for a honey added product. Less than two percent would select a product with artificial honey added.
Honey is seen as an extra value compared to corn syrup or sugar.
Consumers are willing to pay 13 percent more for a honey sweetened product compared to the same product sweetened with other sweeteners. These statistics show how important honey's reputation is to the consumer. The last four points above emphasize how potentially damaging adulterating and mislabeling are to honey industry marketing efforts. They all had honey prominently on the label, but none sported the service mark. And none had appreciable amounts of the sweet in the product.