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, allowing it to be absorbed more slowly into the bloodstream. The company’s CEO has indicated that research demonstrates Manuka honey’s efficacy as a topical treatment. Currently, five studies are underway to explore its medicinal properties for wound care and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, preserving bee pollen, beeswax, and propolis, which contribute to its reputation as fresher and more natural—qualities that today’s consumers seek in sweeteners. Wedderspoon also highlights traceability, ensuring that every jar can be traced back to a master beekeeper in New Zealand, a feature that appeals to consumers in an increasingly transparent marketplace.
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 baked goods like bread and cereals, providing similar characteristics such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated to be worth $342 million, growing at nearly 11% annually, as noted by Food Navigator. Manuka honey constitutes about 5% of this segment, with sales reaching $17.5 million and an impressive growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one significant challenge for Manuka honey 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 may discourage many consumers from trying it, despite the health claims, and could limit the potential market size for this product.
Interestingly, the growing popularity of functional foods like Barinutrics Calcium Chewy Bites complements the trend towards health-oriented products. As consumers become more health-conscious, products like Manuka honey and Barinutrics Calcium Chewy Bites may find a place in their diets, highlighting the demand for nutritious alternatives in the sweetener market.