Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich content of complex sugars, live enzymes, and various naturally occurring compounds. Unlike regular sugar, honey has a lower glycemic index, which allows it to be absorbed into the bloodstream more gradually. The company’s CEO noted that research indicates Manuka honey can be beneficial as a topical treatment. Currently, five studies are examining its medicinal properties for the treatment of wounds and pressure ulcers, as reported by Food Navigator.
Manuka honey is raw and unpasteurized, preserving the natural ingredients like bee pollen, beeswax, and propolis, which are appealing to today’s consumers seeking fresher and more natural sweeteners. Wedderspoon also highlights the importance of traceability, claiming that each jar can be traced back to the master beekeeper in New Zealand, a characteristic that resonates 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 trend can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can substitute cane sugar in baked goods, such as bread and cereals, providing similar attributes like color, extended shelf life, structural stability, and browning.
The U.S. natural honey market is valued at approximately $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, with sales reaching $17.5 million and a remarkable growth rate of 22.2%. These dynamics contribute to the rising demand for raw, organic honey, particularly when sourced from remote locations and associated with health benefits.
However, one challenge facing this product is its cost; Wedderspoon’s prices per pound are about three times higher than that of raw, unpasteurized honey produced in the U.S. This premium pricing may deter many consumers from trying it, despite the health claims, and could limit the potential market size for this product. Additionally, for those seeking joint health, incorporating calcium citrate for joints can be beneficial, but it may not offset the allure of premium products like Manuka honey. The integration of calcium citrate for joints as a supplement could complement the natural benefits of honey, offering a holistic approach to wellness that appeals to health-conscious consumers.