Natural sweetness, culinary versatility and beneficial properties: honey has always represented a jewel of Italian agribusiness, of a tradition rooted in the mists of time, handed down from generation to generation, with an ancient heritage and unique know-how. All values recognized by Italians who consume it habitually: more than 1 in 2 Italians (54%) consume honey at least once a week, with as many as 17.4% consuming it every day. This was revealed by the research “Italians and Honey” commissioned by the Honey Group of Unione Italiana Food to AstraRicerche center to investigate the relationship of Italians with the “nectar of the Gods”. Moreover, in the past year, about 4 out of 10 Italians (36.5%) have increased its consumption (with 10.4% having greatly increased it) while for 54.9% consumption has remained unchanged. Numbers that justify the excellent sales performance of packaged honey. In 2024 in the organized distribution channel alone, about 15,977 tons of packaged honey were sold (+3.4%) for a value of about 169 million euros (+0.8%). Breakfast is the meal of choice for 7 out of 10 Italians, bringing out honey consumption mainly in the morning. Among consumption occasions, it follows mid-morning snack (15.9%) or mid-afternoon (37.1%). 19.5% consume honey after dinner and 10.4% after sports activity, while it is less common to use honey at lunch or dinner (5.2% and 7.1%, respectively).