Global Honey Market Crisis and Challenges for Georgian Beekeepers

Over the past three years, honey exports have become one of the most problematic sectors for Georgia. Official statistics show that in 2024, Georgia exported only 33.8 tons of honey, marking a 69.4% decline compared to 2023, while export revenue dropped by 64.41%. This sharp decline indicates that Georgian honey is struggling to remain competitive in the global market, where international producers aggressively push cheaper products.

A Global Crisis: Why is the Honey Market Declining?

This issue is not exclusive to Georgia. Since 2020, the global honey market has undergone significant changes due to:

1. Rising exports from China and South America, which have increased supply and driven down prices.
2. Ukraine and Argentina dominating the EU market, where 40% of imported honey now comes from Ukraine due to low pricing and compliance with EU standards.
3. Increased imports from Vietnam and India into the US, intensifying competition for domestic and small-scale producers.

China remains the world’s largest honey exporter, while Ukraine and Argentina hold strong positions in the EU, and Vietnam and India have expanded into the US market. This means local honey producers worldwide are facing pricing pressures that make it difficult to compete without adjusting strategies.

The Impact on Georgia’s Honey Sector

• In 2022, Georgia reached a record high in honey exports, exporting 218 tons valued at $1.1 million.
• By 2024, exports had plummeted, demonstrating that high quality alone is not enough—price competitiveness is also essential.
• Logistics costs have risen, particularly due to the Ukraine war, making exports to Europe more expensive and less profitable.

What’s Next for Georgian Honey?

Georgian beekeepers argue that the key to survival is focusing on premium-quality honey rather than trying to compete on price. However, most global consumers prioritize affordability, making low-cost producers dominant in major markets.

For Georgia to regain momentum in the honey industry, several strategic actions must be taken:

1. EU Certification and Compliance

   • Georgian honey producers must ensure full compliance with EU safety and quality standards, allowing easier access to European markets.
   • Investment in certification processes and traceability systems will strengthen consumer trust.

2. Targeting Niche & Premium Markets

   • Instead of competing with low-cost producers, Georgia should position its honey as a premium, organic, and unique product.
   • Scandinavian and Middle Eastern countries, where demand for natural and organic products is high, should be explored.

3. Improving Branding & Marketing

   • Highlighting the unique properties of Georgian honey, including its distinct floral flavors, biodiversity, and traditional beekeeping methods.
   • Strengthening e-commerce and direct-to-consumer sales, particularly targeting health-conscious and high-end consumers.

4. Strengthening Domestic Consumption

   • Encouraging local honey consumption through awareness campaigns and partnerships with hospitality and tourism sectors.

Conclusion: A Tough Road Ahead, but Not Impossible

The global honey market is facing structural shifts, with low-cost competition from China, Ukraine, and South America squeezing out small producers. For Georgia, relying solely on high quality will not be enough—beekeepers must differentiate their product, enter premium markets, and improve supply chain efficiency.

While the coming years will remain challenging, Georgian honey still has an opportunity to carve out a niche in global markets—but only if producers adapt to the new reality.