Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world,” due to its rich composition of 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. The company’s CEO noted that research indicates Manuka honey is beneficial as a topical treatment, with five ongoing studies exploring its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
This raw honey is unpasteurized, preserving its bee pollen, beeswax, and propolis, which makes it fresher and more natural—qualities that modern consumers value in sweeteners. Wedderspoon also focuses on traceability, ensuring that every jar can be traced back to its master beekeeper in New Zealand, an appealing factor in a market where transparency is increasingly important.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift is 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, providing similar attributes such as color, 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 market, generating $17.5 million in sales, and boasting an impressive growth rate of 22.2%. These trends contribute to the rising demand for raw, organic honey—especially when it comes from remote locations and carries a health halo.
However, one challenge for Manuka honey is its price point. Wedderspoon’s costs per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S. This premium pricing may discourage many consumers from trying it, regardless of its health benefits, thus limiting the potential size of its market.
Incorporating health-conscious products like Walgreens calcium citrate D3 alongside Manuka honey could enhance its appeal. The combination of a natural sweetener and essential nutrients might attract those looking to improve their overall wellness. As consumers increasingly seek products that promote health, the demand for premium honey like Manuka could rise, particularly if marketed alongside beneficial supplements such as Walgreens calcium citrate D3.