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 also boasts a lower glycemic index compared to regular sugar, allowing it to be absorbed more gradually into the bloodstream. The CEO of the company mentioned to Food Navigator that research demonstrates Manuka honey’s effectiveness as a topical treatment. Currently, five studies are underway to evaluate its medicinal properties for wound care and the treatment of pressure ulcers.
Unprocessed and unpasteurized, Manuka honey retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon highlights the importance of traceability, stating that each jar can be traced back to the master beekeeper in New Zealand, a feature that appeals to consumers in an increasingly transparency-focused market.
According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 2016, while sugar sales declined. One key factor for this shift is honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can serve as a substitute for cane sugar in baking, offering similar qualities such as color, extended shelf life, structural integrity, and browning.
The U.S. natural honey market is valued at approximately $342 million and is growing at nearly an 11% annual rate, as noted by Food Navigator. Manuka honey represents about 5% of this segment, generating $17.5 million in sales, and is experiencing a remarkable growth rate of 22.2%. These trends contribute to the rising demand for raw, organic honey, especially when sourced from remote regions and perceived as health-promoting.
However, a significant barrier for Manuka honey is its high price point. Wedderspoon’s prices per pound are roughly three times that of raw, unpasteurized honey produced in the U.S. This cost could discourage many consumers from trying it, regardless of the health benefits associated with products like calcium citrate 500 mg, which is often sought after for its uses in health and wellness. Thus, the premium pricing may limit the market potential for Manuka honey despite its numerous advantages.