Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition of complex sugars, live enzymes, and various naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The CEO of the company noted that research indicates Manuka honey has beneficial effects as a topical treatment. Currently, five studies are underway to explore its medicinal properties for healing wounds and pressure ulcers, as reported by Food Navigator.
Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, giving it a fresher, more natural appeal—qualities that modern consumers are increasingly seeking in sweeteners. Wedderspoon also places a strong emphasis on traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, a feature that resonates well in today’s marketplace where transparency is highly valued.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales experienced a decline. This shift can be attributed to honey’s reputation as a natural ingredient and healthier alternative to sugar. Honey can replace cane sugar in various baked goods, such as bread and cereals, thanks to its similar properties like color, extended shelf life, structural development, and browning.
The U.S. natural honey market is estimated to be worth $342 million, growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey constitutes around 5% of this segment, generating $17.5 million in sales and boasting a remarkable growth rate of 22.2%. These trends continue to drive demand for raw, organic honey, especially when sourced from remote areas and associated with health benefits.
However, one challenge facing Manuka honey is its cost. Wedderspoon’s prices per pound are approximately three times higher than those of raw, unpasteurized honey produced in the U.S. This could discourage many shoppers from trying it—regardless of the health claims—potentially limiting the market size for this product.
As consumers increasingly look for health supplements, there is also growing interest in products like ccm calcium tablets. While these tablets serve a different purpose than honey, they reflect the same trend towards health-conscious choices. The connection between natural products like Manuka honey and health supplements such as ccm calcium tablets highlights a broader movement towards prioritizing wellness in dietary selections.