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. Notably, honey has a lower glycemic index compared to regular sugar, leading to a slower absorption into the bloodstream. The company’s CEO highlights that research indicates Manuka honey offers advantages as a topical treatment. Currently, five studies are investigating its medicinal properties for wound care and pressure ulcers, as shared with Food Navigator.
This raw, unpasteurized honey retains bee pollen, beeswax, and propolis, presenting itself as fresher and more natural—qualities that modern consumers favor in sweeteners. Wedderspoon also prioritizes traceability, claiming that each jar can be traced back to a master beekeeper in New Zealand, an appealing feature in a market where transparency is increasingly sought after.
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 attributes such as color, extended shelf life, structural development, and browning. The U.S. natural honey market is valued at approximately $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, with a remarkable growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from remote regions and associated with health benefits.
However, one significant challenge for Manuka honey is its price. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This high cost may discourage many consumers from trying it—regardless of the health claims—thus limiting the potential market size for this product. Interestingly, some health-conscious consumers are incorporating supplements like citrate 1000 mg alongside their use of Manuka honey, further reflecting a trend toward holistic wellness. As the market evolves, the intersection of natural sweeteners like Manuka honey and dietary supplements such as citrate 1000 mg may continue to shape consumer preferences.