Honey recognized as a natural supplement by over 70% of athletes

Executive summary: A survey by AstraRicerche for the Miele Group and Unione Italiana Food found that 71.5% of sport participants use honey as a natural supplement. The result highlights honey's growing popularity as a perceived functional food among athletes, indicating a potential shift in sports nutrition preferences.

Who is involved: The study was conducted by AstraRicerche and commissioned by the Miele Group and Unione Italiana Food.

Likely next: The findings may prompt increased marketing of honey-based products to athletes and could stimulate further research on its performance benefits.

A survey by AstraRicerche for the Miele Group and Unione Italiana Food found that 71.5% of sport participants use honey as a natural supplement. The study highlights honey's growing popularity as a perceived functional food within the athletic community. No comparative data with other supplements were provided in the report.

What's next — scenarios

Mainstream Adoption (Base Case) (60%)

Increased demand for premium, single-origin honey varieties in sports nutrition retail channels.

Expansion of honey product lines by major sports supplement brands
Rising consumer search volume for 'honey performance'

Niche Sentiment (Downside) (25%)

Honey remains a consumer preference but fails to gain institutional backing or clinical validation.

Lack of comparative efficacy studies against glucose/maltodextrin
Regulatory pushback on 'supplement' labeling for honey products

Functional Boom (Upside) (15%)

High-margin opportunities for honey-based functional gels and energy bars in professional athletics.

Partnerships between honey cooperatives and pro-athlete endorsements
Introduction of standardized 'Athletic Grade' honey certifications

What to watch

Quarterly sales reports from major honey cooperatives (next 60 days)
New product launches in the 'natural energy' category from sports nutrition giants (next 90 days)
Peer-reviewed studies comparing honey glycemic index to synthetic gels (next 90 days)