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. Unlike regular sugar, honey has a lower glycemic index, which means it enters the bloodstream at a slower rate. The company’s CEO mentioned that research indicates Manuka honey offers advantages as a topical treatment, with five studies currently examining its medicinal properties for wound and pressure ulcer treatments, as reported to Food Navigator.
Being raw and unpasteurized, Manuka honey retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that contemporary consumers seek in sweeteners. Wedderspoon is committed to traceability, ensuring that each jar can be traced back to the master beekeeper in New Zealand, an appealing aspect in a market where transparency is increasingly prioritized.
According to Mintel, U.S. honey sales surged by 57% from 2011 to 2016, while sugar sales saw a decline. This shift can be attributed 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, offering similar characteristics like color, extended shelf life, structural development, and browning.
The U.S. natural honey market is valued at approximately $342 million and is growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, but it boasts a remarkable growth rate of 22.2%. These trends continue to drive the demand for raw, organic honey, especially when sourced from relatively remote areas and associated with health benefits, such as those found in calcium citrate with vitamin D3 magnesium & zinc tablets.
One challenge facing Manuka honey is its price; Wedderspoon’s costs per pound are roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This premium pricing could discourage many consumers from trying it—regardless of the health claims—limiting the potential growth of the market for this unique product. Nonetheless, as interest in natural health solutions increases, the demand for products like calcium citrate with vitamin D3 magnesium & zinc tablets may complement the growing popularity of Manuka honey among health-conscious consumers.