The Unique Mānuka Factor Honey Association (UMFHA) has released new research highlighting customer confusion when buying honey.
A survey of over 2,000 consumers globally noted that 44 percent of customers find it difficult to know which honey to purchase due to the wide range of grading systems.
A further 73 percent of customers felt that they would have been more confident in their purchase decisions if they had known what the UMF quality mark was.
UMFHA is launching a new education hub in an attempt to combat aisle confusion.
"It’s clear we need to help shoppers navigate the manuka honey category because they find it cluttered and confusing. That’s why we’re increasing our communications program in key markets and launching a new education hub on the UMFHA website." Said John Rawcliffe, CEO of UMFHA.
The education hub hopes to untangle New Zealand's Manuka honey story and provide information that will support brands, retailers and distributors to meet the needs of confused consumers. Over the next 12 months, the hub will host training modules, sales and marketing information, research studies, videos, fact sheets and easy-to-understand illustrative guides in multiple languages.
“We know making this connection will help drive a purchase decision in a category which is confusing for shoppers wanting to buy the real deal."