The hospitality industry has witnessed a rise in the use of honey in menus, driven by the versatility and appeal of this natural sugar. We take a closer look at the trend, especially in the Middle East.
The honey market in the Middle East and Africa
The honey market in the Middle East and Africa is expected to reach USD 723.9 million by 2030. This impressive growth reflects a compound annual growth rate of 5.2 percent from 2024 to 2030, according to Grand View Research. During 2023, the MEA honey market generated revenue of USD 506.4 million, highlighting strong consumer demand in the region. Significantly, conventional honey has led sales, although organic honey has emerged as the fastest-growing segment in the market. Moreover, Saudi Arabia is anticipated to achieve the highest CAGR, positioning it as a key market driver in the MEA region.
Trends
Honey’s popularity is rising as consumers increasingly favor natural foods, which has fueled growth across the global honey market. Recognized for its unique flavors and health benefits, honey is now a popular ingredient in many culinary applications. Additionally, as a natural sweetener, it offers a healthy and appealing alternative to refined sugars, attracting health-conscious consumers. Therefore, it has become a staple within the rapidly growing world of natural and wholesome foods. In parallel, the industry is also embracing sustainable practices and transparent traceability, aligning with consumer demands for authentic, responsibly sourced products. Technological advancements, including “smart hives,” are helping beekeepers monitor hive health remotely to ensure optimal conditions. Moreover, automated extraction processes enhance productivity while also preserving the product’s quality through advanced temperature and filtration control. With these innovations, honey is evolving into a blend of traditional appeal and modern sustainability and efficiency.
Reflecting the diverse tastes and growing demand in the MEA honey market, here is a selection of the latest honey products captivating consumers worldwide:
Nespresso Coffee Blossom Honey and Syrup
Nespresso has introduced two new products to its Nespresso Bloom line. The first is Coffee Blossom Honey, a raw honey with a delicate floral flavor, complemented by smooth caramel and vanilla notes. This product is perfect for enhancing the flavor of Nespresso coffee or for drizzling over dishes such as affogato, yogurt and whipped ricotta.
In addition, Nespresso unveils Coffee Blossom Honey Syrup, a blend of the Coffee Blossom Honey and Nespresso coffee. This syrup offers a refined coffee flavor with velvety caramel and vanilla notes, making it ideal for enhancing macchiatos, espresso martinis, and waffles.
Both products are designed to elevate the coffee experience while supporting regenerative agriculture practices.
Egmont Pure New Zealand Honey
The product is a natural, velvety caramel honey, gently creamed for a smooth texture and versatile use. Furthermore, as a natural sweetener, it offers a healthy alternative to refined sugar and can enhance both sweet and savory dishes.
Scottish Bee Honey Chocolate spread
Scottish Bee Company’s new chocolate spread combines Fairtrade chocolate, ethically sourced Scottish milk and butter and a generous amount of sublime Scottish Blossom honey. Featuring ethically sourced dark chocolate, pure honey, Scottish sea salt, milk and butter, this jar delivers a guilt-free indulgence. It offers an exquisite blend of sweetness and richness, complemented by a touch of salty perfection. Moreover, this Chocolate Spread with Honey is a versatile luxury that effortlessly elevates your snacking experience, making it a perfect treat for any occasion.
Beeyond RAW Honey
Introducing RAW – pure, unheated, untreated, unpasteurized, and unprocessed. By keeping it raw, all essential vitamins, enzymes, and nutrients are preserved, delivering natural health benefits. Sourced directly from backyard hives, this honey is raw and unfiltered, with only the limited excess taken, leaving the rest for the bees. Enjoy the pure goodness, packed with nature’s finest nutrients, in every drop.
About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector.
Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC).
She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book.
She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter.
Her love for the industry and journalism led her to Hospitality Services – the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler.
It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.