Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world,” due to its complex sugars, live enzymes, and various naturally occurring compounds. Moreover, it has a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The company’s CEO noted that research indicates Manuka honey is effective as a topical treatment, with five ongoing studies exploring its medicinal properties for wound and pressure ulcer care, as reported by Food Navigator.
This honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, which are marketed as fresher and more natural — qualities that modern consumers seek in sweeteners. Wedderspoon also prioritizes traceability, claiming that each jar can be traced back to the master beekeeper in New Zealand, an appealing aspect in today’s market where transparency is crucial.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baking, providing similar characteristics such as color, extended shelf life, structural development, and browning.
The U.S. natural honey market is projected to be worth $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, with $17.5 million in sales and a remarkable growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from relatively remote areas and associated with health benefits.
However, one challenge for the product is its price. Wedderspoon’s prices per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost could deter many consumers, regardless of the health claims, and limit the potential size of the market for this product.
Interestingly, the rise in health-conscious consumers has also led to increased interest in products like Kirkland magnesium, which complements the growing trend of natural and organic health options. In fact, the popularity of Kirkland magnesium aligns with the demand for high-quality health products, much like Manuka honey, as consumers seek out effective natural solutions. As the market for these health-promoting products expands, both Manuka honey and Kirkland magnesium are likely to benefit from the trend toward transparency and quality in health foods.