With half a million new consumers starting to eat honey in the last year, new research has shown that honey has broadened its appeal to include health conscious teenagers and twenty-somethings concerned about eating naturally produced food.

The research, commissioned by the Honey Association, suggests that honey is no longer perceived as a food eaten by older people, with 75% on 16 to 34-year-olds spreading it on toast, 37% using it to sweeten drinks and 24% including it in smoothies.

Interestingly, a spokesperson for the Honey Association told just-food, when compared with jam and marmalade honey was the condiment of choice, preferred by 39% of respondents.

Part of the reason for the increase in honey’s popularity are innovations in packaging – with 70% of 16 to 24-year-olds responded that they prefer squeezable bottles to traditional jars.  In the past year, sales of squeezable honey increased in volume by 28%.