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 has a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The company’s CEO mentioned that research indicates Manuka honey offers benefits as a topical treatment, with five studies currently underway to explore its medicinal properties for wound and pressure ulcer treatment, as reported by 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 modern consumers seek in sweeteners. Wedderspoon also highlights its commitment to traceability, guaranteeing that each jar can be traced back to a master beekeeper in New Zealand, a trait that appeals to consumers in a marketplace increasingly focused on transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. One reason for this trend is honey’s reputation as a natural ingredient and its role as a healthier sugar alternative. Honey can replace cane sugar in baking, producing items like bread and cereals while maintaining 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 accounts for about 5% of this segment, generating $17.5 million in sales with a remarkable growth rate of 22.2%. These factors are driving the demand for raw, organic honey, particularly when it comes from remote sources and carries a health halo. Furthermore, natural factors such as calcium and magnesium found in Manuka honey contribute to its appeal.
However, one 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 may deter many consumers from trying it, regardless of the health claims, potentially limiting the market size for this product.