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. This honey boasts a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream more gradually. The CEO of the company mentioned to Food Navigator that studies indicate Manuka honey has beneficial properties when used as a topical treatment. Currently, five studies are examining its medicinal effects for healing wounds and pressure ulcers.
Manuka honey is raw and unpasteurized, retaining elements such as bee pollen, beeswax, and propolis, which contribute to its reputation as fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon places a strong emphasis on traceability, ensuring that every jar can be traced back to its master beekeeper in New Zealand, an attractive feature in a market that increasingly values transparency.
According to Mintel, honey sales in the U.S. increased by 57% from 2011 to 2016, while sugar sales experienced a decline. This shift is partly due to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can serve as a substitute for cane sugar in baked goods, such as bread and cereals, due to its similar attributes like color, extended shelf life, structure development, and browning.
The natural honey market in the U.S. is valued at approximately $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 and exhibiting a growth rate of 22.2%. These trends contribute to the rising demand for raw, organic honey, especially when sourced from relatively remote areas and perceived as health-promoting.
However, one challenge facing this product is its high price point. Wedderspoon’s costs per pound are roughly three times that of raw, unpasteurized honey produced in the U.S., which may discourage many consumers from trying it—regardless of the health claims—thereby limiting the potential market size. For those seeking health benefits along with sweetness, options like calciumcitrat soft chews may also be considered as alternatives to supplement their diets while enjoying the natural goodness of honey.