Honey is a natural product which is known not only for its pleasant and sweet taste, but also for the beneficial effects on human health. Present in the international market for many years, the demand for this product is growing constantly both in Europe and worldwide.
A consumers turn to the adoption of healthier dietary patterns, they are seeking natural products that contain no added preservatives or chemical substances and protect and enhance their health.

But why is honey so popular nowadays?

• It is a healthy alternative to sugar and artificial additives
• It has healing properties thanks to its high content of flavonoids and phenolic acids. In particular, it accelerates the healing of wounds, and prevents the growth of microorganisms.
• It contains simple carbohydrates (glucose, fructose), which provide human organism with energy, while at the same time they boost memory.
• It is rich in antioxidants, ingredients that help blood circulation and increase sexual desire.
• It is ideal for dry and dehydrated skin types and prevents premature aging, as it has the ability to absorb and retain water in its molecules.

The European Union (EU) is the largest consumer of honey in the world and the second largest producer. However, it is not self-sufficient and is dependent on honey imports from other countries. In fact, around 40% of Europe’s consumption needs are met through honey imports. In this context, it is anticipated those imports will increase further over the next five years, in order to compensate for the continuing decline in European production.
Germany is traditionally the largest importer in the EU, representing 26% of the total honey volume of EU imports from European and non-European countries and it is followed by the United Kingdom (12%), France (11%), Belgium (9%) and Spain (8%). China is the largest supplier of honey to the EU due to low labor costs which result in low prices. Other major suppliers are Mexico, Argentina and Thailand.

As far as the intra-EU honey trade is concerned, the main destinations of the EU honey exporters are mature European markets, particularly those of Western Europe, such as France, which in 2014 was the most important export destination, absorbing 19% of total European honey exports. Other important markets are Germany, Italy, Poland and the United Kingdom. It needs to be noted that during 2010-2014 there was a significant rise in European honey exports towards Eastern European countries such as Romania, Bulgaria and Hungary.
With regard to the Greek honey exports, they recorded a downward trend. Although the Greek honey is very popular abroad -especially in Germany and Canada– due to its high quality, the lack of promotional programs in foreign markets as well as the high price of the product impede its expansion potential abroad.
However, the perspectives for the Greek honey especially in the European market are promising. The climatic conditions that prevail in the country favor the production of high quality honey. Furthermore the combination of honey with other well-known Greek quality products such as saffron and mastic is particularly innovative and highly accepted by the European markets.

Polyxeni Karavasilis