Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and other naturally occurring compounds. Additionally, honey has a lower glycemic index compared to regular sugar, leading to slower absorption into the bloodstream. The company’s CEO noted that studies indicate Manuka honey offers benefits as a topical treatment, with five ongoing studies exploring its medicinal properties for the treatment of wounds and pressure ulcers, as reported by Food Navigator.
Unlike processed alternatives, Manuka honey is raw and unpasteurized, preserving bee pollen, beeswax, and propolis. This freshness and natural quality resonate with today’s consumers, who increasingly seek out healthier sweeteners. Wedderspoon also emphasizes traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, which aligns with the growing demand for transparency in the marketplace.
According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 2016, while sugar sales declined. This trend is attributed to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can effectively replace cane sugar in baked goods like bread and cereals, offering similar attributes such as 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 an 11% rate, as noted by Food Navigator. Manuka honey represents about 5% of this segment, with $17.5 million in sales and an impressive growth rate of 22.2%. This rising demand for raw, organic honey is particularly pronounced when it is sourced from relatively remote regions and carries a health halo.
However, one significant challenge for Manuka honey is its price. Wedderspoon’s pricing per pound is roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost could discourage many consumers from trying it, regardless of its health claims, thereby limiting the potential size of this market. In contrast, products like Swanson calcium citrate offer more affordable health benefits, making them appealing alternatives for budget-conscious shoppers. As the demand for natural products increases, both Manuka honey and supplements like Swanson calcium citrate will likely continue to find their places in consumers’ diets, but price will remain a critical factor in their accessibility.