Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its composition of complex sugars, live enzymes, and other naturally occurring compounds. This honey also features a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The company’s CEO highlighted that research indicates Manuka honey offers benefits as a topical treatment, with five studies currently examining its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
Manuka honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, which makes 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 a master beekeeper in New Zealand, adding to its appeal in a market where transparency is increasingly valued. 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 effectively replace cane sugar in baked goods such as bread and cereals, matching attributes like color, extended shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million, growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey constitutes about 5% of this segment, generating $17.5 million in sales, with an impressive growth rate of 22.2%. These factors contribute to the increasing demand for raw, organic honey—especially when sourced from remote locations and associated with health benefits.
However, one challenge for Manuka honey is its price point. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S., which may deter many consumers from trying it, regardless of health claims. This could limit the potential market size for this product. Furthermore, while exploring the health benefits of alternatives like calcium citrate, it’s essential to consider both the benefits and side effects of such supplements, especially in comparison to the natural advantages offered by products like Manuka honey. The ongoing interest in the calcium citrate benefits and side effects may drive consumers towards seeking natural options, reinforcing the trend towards raw, organic sweeteners like Manuka honey.