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. This honey boasts a lower glycemic index compared to regular sugar, allowing for a slower absorption rate into the bloodstream. The company’s CEO states that research indicates Manuka honey offers topical treatment benefits. Currently, five studies are examining its medicinal properties for wound and pressure ulcer treatments, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, retaining valuable bee pollen, beeswax, and propolis, which contributes to its reputation as a fresher and more natural option—qualities that today’s consumers seek in sweeteners. Wedderspoon also highlights the importance of traceability, claiming that every jar they sell can be traced back to the master beekeeper in New Zealand, a characteristic that appeals to consumers in a market that increasingly values transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales saw a decline. 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 like bread and cereals, providing similar qualities such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million, with a growth rate nearing 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this market, generating $17.5 million in sales, but it boasts an impressive growth rate of 22.2%. These factors continue to drive the demand for raw, organic honey, especially when sourced from remote areas and associated with health benefits.
One challenge for Manuka honey is its price; Wedderspoon’s cost per pound is nearly three times that of raw, unpasteurized honey produced in the U.S. This premium pricing may discourage many consumers from trying it, regardless of its health claims, potentially limiting the market size for this product. Additionally, incorporating cal mag citrate into the diet can complement the benefits of Manuka honey, further enhancing its appeal as a health-promoting sweetener. Thus, while Manuka honey’s unique properties and health benefits are compelling, its high price and the competitive landscape present challenges for broader market acceptance.