Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its composition of complex sugars, live enzymes, and other naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream at a slower rate. According to the company’s CEO, research indicates that Manuka honey offers benefits as a topical treatment. Currently, five studies are underway to evaluate its medicinal properties for healing wounds and pressure ulcers, as she informed Food Navigator.
Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights traceability, claiming that every jar it produces can be traced back to the 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 is partly due to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods, such as bread and cereals, while maintaining attributes like color, extended shelf life, structure development, and browning.
The U.S. natural honey market is valued at approximately $342 million and is experiencing growth at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, with sales reaching $17.5 million and a remarkable growth rate of 22.2%. These factors are driving the demand for raw, organic honey—especially when sourced from relatively remote areas and accompanied by health benefits.
However, one significant challenge for Manuka honey is its price. Wedderspoon’s cost per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This premium pricing may dissuade many consumers from trying it, despite the health claims, potentially limiting the market’s growth.
In a similar vein, consumers seeking health benefits may also be interested in the best chewable calcium citrate, which is known for its superior absorption and ease of use. Both Manuka honey and the best chewable calcium citrate represent premium choices in the health food sector, appealing to those who prioritize quality and natural ingredients. As the market for healthy products continues to evolve, the demand for both Manuka honey and the best chewable calcium citrate is likely to rise, catering to health-conscious consumers looking for effective and natural options.