This is how we eat honey in 2026

The trend forecasts for 2026 show that honey consumption will reach a new level: Hungarian consumers are increasingly informed and aware. They already like to ask, taste and compare, they are not satisfied with the fact that one type of honey is good for everything. Attila Gál, the head of BeoBee, a second-generation beekeeper, summarizes the honey trends: “It is a joy to see that more and more customers are not only buying honey, but also learning about it and recognizing it; a well-chosen type of honey can provide a completely new experience.”

The difference between honey and honey – the age of conscious honey selection

One ​​of the most important messages of the 2026 honey trends is that not all honey is good for everything. True fans are increasingly recognizing that there can be significant differences in taste between different types of honey, and it is worth using them consciously. For baking, classic flower honey and acacia honey will continue to be the most popular choice, as they provide a predictable, clean flavor and work reliably in almost all recipes. However, for more special dishes and creative dishes, honeys with a more intense aroma, such as forest honey or milkweed honey, are increasingly common.

Year of honey rarities

Experts predict that in 2026, interest in special, limited-edition honeys will continue to grow. More and more people are looking for honey varieties that have character, that are not mass-produced and end up on store shelves. Hungarian consumers are particularly open to trying products with strong, spicy flavors, such as chestnut honey. But they also like rich, complex aromas that show their new face from year to year, such as Hortobágyi BIO vadvirágméz. More and more people are using these varietal honeys with cheeses, salads, meat dishes or even desserts, and they enjoy how a well-chosen honey variety adds a new layer to the flavors. Honey is therefore increasingly becoming a gastronomic ingredient.

Classic honey varieties remain

In addition to exciting new flavors, classic honey varieties are not going out of fashion either, and will certainly find a place in most Hungarian kitchens in 2026. The clean character of acacia honey, the versatility of flower honey or the characteristic linden honey have long been part of Hungarian folk cuisine and folk medicine. These honeys are not popular because of trends, but because their taste is familiar to everyone, they have proven themselves well, and they can be used in many life situations.

Transparency is an important aspect

Hungarian origin, producer quality, and a sustainable approach are also increasingly important aspects when buying honey. More and more people are paying attention to where the honey comes from, the environment in which the bees were collected, and how the product was made. Today, customers are not only choosing a taste, but also a value system: sustainability, Hungarian origin, and support for producer beekeeping are important to them. This makes choosing honey a conscious decision.

Beekeeping products: there is life beyond honey

In addition to honey, beekeeping products are also receiving increasing attention from domestic customers. According to the 2026 trends, royal jelly will continue to be one of the most sought-after nutritional supplements, continuing to gain popularity as a natural superfood, while propolis tincture is popular for its practicality and ease of use. These products are particularly popular among those who are looking for natural solutions and want to support their bodies consciously, yet gently.

The 2026 honey trends show that more and more people are consciously choosing honey: quality, origin and the different uses of honey are becoming more important. “Honey is no longer just a quickly running out raw material, but a natural treasure with valuable content, attention and expertise behind it. We are happy that more and more people are recognizing this.” – adds Attila Gál, owner of BeoBee Honey Factory.