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 various naturally occurring compounds. Notably, Manuka honey has a lower glycemic index compared to regular sugar, resulting in a slower absorption rate into the bloodstream. The CEO of the company mentioned that research indicates Manuka honey’s effectiveness as a topical treatment, with five ongoing studies investigating its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
Being raw and unpasteurized, Manuka honey retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that today’s consumers seek in sweeteners. Wedderspoon also highlights the importance of traceability, asserting that each jar can be traced back to a master beekeeper in New Zealand, a feature that aligns with the growing demand for transparency in the market.
According to Mintel, honey sales in the U.S. increased by 57% from 2011 to 2016, while sugar sales declined. This trend can be attributed to honey’s status as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods like bread and cereals, mirroring its characteristics such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million, with an impressive growth rate of nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales and boasting a growth rate of 22.2%. These elements continue to fuel the demand for raw, organic honey, especially when sourced from remote locations that enhance its health appeal.
However, one challenge for Manuka honey is its price point; Wedderspoon’s cost per pound is roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This premium pricing may discourage many consumers from trying it, despite its health claims, and could limit the potential market size for this product. In a similar vein, products like calcium citrate softgels are often viewed as more accessible health supplements, which might draw consumers away from more expensive options like Manuka honey. Thus, while the demand for premium honey continues to rise, price sensitivity remains a significant factor in its market growth.