Honey, mankind’s first sweetener, continues to exert its sweet power today, with 93% of consumers viewing it as a natural sweetener and 43% actively seeking food products made with it, according to an independent study of consumers nationwide, commissioned by the National Honey Board (NHB).

“This study confirmed our assumptions that consumers love honey,” said Catherine Barry, NHB’s director of marketing. “Many consumers think the ingredient is natural, look for it on labels and pay more for a product that is made with honey.”

Another key finding was that nearly 60% of consumers would pay 5% more for bread primarily sweetened with honey. About half would pay that upcharge for food bars similarly sweetened.