Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world” due to its rich content of complex sugars, live enzymes, and other naturally occurring compounds. Unlike regular sugar, honey has a lower glycemic index, allowing it to be absorbed into the bloodstream more gradually. The company’s CEO states that research indicates Manuka honey is effective as a topical treatment. Currently, five studies are underway to evaluate its medicinal properties for the treatment of wounds and pressure ulcers, as she informed Food Navigator.
Manuka honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, which enhances its freshness and natural appeal—qualities that modern consumers seek in sweeteners. Wedderspoon also emphasizes traceability, asserting that each jar can be traced back to a master beekeeper in New Zealand, a characteristic that is increasingly valued in a market that prioritizes transparency.
According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 2016, while sugar sales declined. This shift is partly attributed to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods like bread and cereals, offering similar attributes such as color, extended shelf life, structure development, and browning.
The U.S. natural honey market is projected to reach $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey represents about 5% of this segment, generating $17.5 million in sales, yet boasts an impressive growth rate of 22.2%. These factors contribute to a rising demand for raw, organic honey, especially when sourced from remote areas, giving it an added health halo.
However, a significant challenge for Manuka honey is its price. Wedderspoon’s prices per pound are approximately three times higher than those of raw, unpasteurized honey produced in the U.S. This premium cost may deter many consumers from trying it, regardless of the health claims, thereby limiting the potential market size for this product. Interestingly, incorporating calcium citrate 333 into recipes that use Manuka honey could enhance its nutritional profile, providing an additional reason for health-conscious consumers to consider this luxurious sweetener.