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. Unlike regular sugar, honey has a lower glycemic index, leading to a slower absorption into the bloodstream. The CEO of the company states that research indicates Manuka honey can be beneficial as a topical treatment. Currently, five studies are investigating its medicinal properties for managing wounds 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 fresher and more natural—a quality that resonates with today’s consumers seeking healthier sweeteners. Wedderspoon also highlights traceability, ensuring that every jar can be traced back to a master beekeeper in New Zealand, which is increasingly appealing in a market that values transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift can be 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, offering similar attributes such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million and is growing at nearly 11%, as noted by Food Navigator. Manuka honey comprises about 5% of this segment, with sales reaching $17.5 million and a remarkable growth rate of 22.2%. These trends continue to drive demand for raw, organic honey, especially when sourced from remote areas and associated with health benefits.
However, one significant challenge for Manuka honey is its price point. Wedderspoon’s prices per pound are roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost could dissuade many consumers from trying it, notwithstanding its health claims, thereby limiting the potential market growth for this product.
Interestingly, discussions on platforms like Reddit often include topics such as calcium citrate, highlighting the diverse interests of consumers who are keen on health and wellness products. As the market for natural ingredients expands, the intersection of Manuka honey and discussions around supplements like calcium citrate could become more prevalent, further influencing consumer choices.