The European Union, led by Spain, is the world's second-largest honey producer. However, Spanish consumer consumption has remained steady at 18,000 tons annually for the past decade, with only a slight increase in 2020 due to the pandemic. Per capita consumption is 0.8 kilograms per year, and honey consumers in Spain are predominantly over 50. Despite honey's potential health benefits for active individuals, only 5.5% of younger consumers are buying it. An information campaign by Asemiel-Aninpa and the European Union is targeting Spanish families to promote the consumption of European honey.