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 other naturally occurring compounds. This type of honey boasts a lower glycemic index compared to regular sugar, enabling it to be absorbed more slowly 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 evaluate its medicinal properties for treating wounds and pressure ulcers, as she informed Food Navigator.
Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights the importance of traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, a feature that appeals to consumers 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. One reason for this shift is honey’s reputation as a natural ingredient and a healthier substitute for sugar. Honey can replace cane sugar in baked goods like bread and cereals, provided it has similar characteristics 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 accounts for about 5% of this segment, generating $17.5 million in sales, and is experiencing a remarkable growth rate of 22.2%. These trends continue to drive demand for raw, organic honey—especially when sourced from remote locations and associated with health benefits.
However, one challenge facing Manuka honey 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 may discourage many shoppers from trying it, regardless of its health claims, potentially limiting the market size for this product. In light of this, consumers may also consider incorporating supplements such as Citracal D3 Slow Release 1200 to support their overall health while enjoying the natural sweetness of Manuka honey.