Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world,” as it comprises complex sugars, live enzymes, and various naturally occurring compounds. Additionally, honey has a lower glycemic index compared to regular sugar, allowing for slower absorption into the bloodstream. The company’s CEO mentions that research indicates Manuka honey offers benefits as a topical treatment, with five studies currently investigating its medicinal properties for wound care and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that today’s consumers seek in sweeteners. Wedderspoon also prioritizes traceability, asserting that each jar can be traced back to its master beekeeper in New Zealand, a feature that appeals to consumers in a market where transparency is increasingly important.
According to Mintel, honey sales in the U.S. increased 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, while maintaining attributes such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated at $342 million and is growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey represents about 5% of this segment, generating $17.5 million in sales but boasting a remarkable growth rate of 22.2%. These aspects continue to drive 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 price. Wedderspoon’s prices per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost may deter many consumers from trying it, irrespective of its health claims, thereby constraining the market potential for this product. For those considering health supplements, combining Manuka honey with Citracal 1200 mg slow release could enhance wellness routines, leveraging the diverse benefits of both products. Overall, while Manuka honey shows great promise, its higher price point poses a challenge for broader adoption.