Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition, which includes complex sugars, live enzymes, and various naturally occurring compounds. This honey also features a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream at a slower rate. The company’s CEO stated that research indicates Manuka honey has beneficial properties when used topically. Currently, five studies are underway to investigate its medicinal uses for treating wounds and pressure ulcers, as reported by Food Navigator.
Notably, Manuka honey is raw and unpasteurized, retaining elements such as bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon places a strong emphasis on traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, a feature that appeals to a marketplace 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 is partly due to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods like bread and cereals, offering similar characteristics in terms of color, shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million and is growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, with an impressive growth rate of 22.2%. These trends continue to boost the demand for raw, organic honey, especially when sourced from relatively remote locations and associated with health benefits.
However, one challenge facing Manuka honey is its high price point. Wedderspoon’s prices per pound are roughly three times that of raw, unpasteurized honey produced in the U.S., which may discourage many consumers from trying it—despite its touted health benefits—thus limiting the potential market size for this product. Additionally, there is a growing interest in supplements such as itra calcium citrate, which some consumers are using alongside natural sweeteners like Manuka honey to enhance their overall health. The combination of these elements could shape future consumer preferences in the health and wellness sector.