Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world,” due to its complex sugars, live enzymes, and various naturally occurring compounds. This honey also boasts a lower glycemic index compared to standard sugar, allowing for a slower absorption into the bloodstream. According to the company’s CEO, research indicates that Manuka honey is beneficial as a topical treatment; currently, five studies are underway to explore its medicinal properties for wound care and pressure ulcers, as she shared with Food Navigator.
Manuka honey is raw and unpasteurized, preserving components like bee pollen, beeswax, and propolis, which contribute to its reputation for being fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon highlights traceability, asserting that each jar can be traced back to its master beekeeper in New Zealand, which is increasingly appealing in a market that values 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 baking, offering similar properties such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is projected to be worth $342 million and is growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this market, generating $17.5 million in sales with an impressive 22.2% growth rate. These factors further fuel the demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one challenge for this product is its price point; Wedderspoon’s prices per pound are roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This cost could dissuade many consumers from trying it, regardless of the health claims, potentially limiting the market’s expansion. Additionally, consumers looking for health supplements might find the combination of calcium citrate plus vitamin D as an appealing alternative, especially when considering the nutritional benefits of natural products like Manuka honey. The integration of calcium citrate plus vitamin D can further enhance the appeal of raw honey, as consumers increasingly prioritize health-conscious choices.