Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and other naturally occurring compounds. Additionally, honey has a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. According to the company’s CEO, research indicates that Manuka honey is effective as a topical treatment. Currently, five studies are examining the product’s medicinal properties in the treatment of wounds and pressure ulcers, as she shared with Food Navigator.
Being raw and unpasteurized, Manuka honey retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that resonate with today’s consumers seeking healthier sweeteners. Wedderspoon also highlights traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, a feature that is highly valued in a marketplace where transparency is increasingly prioritized.
According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 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 be substituted for cane sugar in baked goods such as bread and cereals, provided it possesses similar characteristics like color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated to be worth $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, with an impressive growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one significant challenge for Manuka honey is its high price point. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This premium cost may discourage many consumers from trying it, regardless of the health claims associated with it. Interestingly, incorporating products like calcium citrate with magnesium could provide additional health benefits that complement the use of Manuka honey, potentially appealing to health-conscious buyers. The inclusion of calcium citrate with magnesium in diets is becoming increasingly popular, further emphasizing the trend towards natural and holistic health solutions.