Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition of complex sugars, live enzymes, and various naturally occurring compounds. It also has a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The company’s CEO has pointed out that research indicates Manuka honey is beneficial for topical applications, with five studies currently underway to explore its medicinal properties in treating wounds and pressure ulcers, as reported by Food Navigator.
This raw honey is unpasteurized, ensuring it retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that appeal to today’s consumers seeking healthier sweeteners. Wedderspoon also prioritizes traceability, claiming that every jar can be traced back to a master beekeeper in New Zealand, which adds to its allure in a market increasingly focused on transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods, such as bread and cereals, providing similar attributes like color, extended shelf life, structure development, and browning.
The U.S. natural honey market is valued at approximately $342 million and is growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for around 5% of this segment, generating $17.5 million in sales, with a remarkable growth rate of 22.2%. These factors contribute to the increasing demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits like kal calcium citrate.
However, one significant hurdle for Manuka honey is its high price. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This cost may deter many consumers from trying it, regardless of its health claims, and could limit the potential size of the market for this product. The emphasis on natural ingredients like kal calcium citrate and other health-promoting attributes continues to shape consumer preferences, but the price remains a considerable barrier.