Consumers expect a natural product with nutraceutical properties, so added sugar does not supply good service to purchasers. Beet sugar is less expensive and increases the volume of honey. However, because the sugar compositions are so similar, determining if foreign sugars are part of the composition is difficult.
Honey is seen as attractive by the consumer because it is natural, pure, wholesome.
Some honeys, perhaps all, have antimicrobial properties. Honey has been used in the treatment of various illnesses and diseases since time immemorial and has a role in treating infections such as Helicobacter pylori and in wound management. Thus the continued use of honey depends on consumers liking the taste and on it having the image of a natural, wholesome product. Consumer perception is thus of paramount importance. Consumer education is therefore a high priority.