Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and various naturally occurring compounds. This unique honey possesses a lower glycemic index than regular sugar, leading to a slower absorption into the bloodstream. The company’s CEO noted that research indicates Manuka honey’s efficacy as a topical treatment, with five studies currently underway to explore its medicinal properties for healing wounds and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, which contributes to its reputation as fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also prioritizes traceability, claiming that each jar can be traced back to the master beekeeper in New Zealand, a significant factor in a market where transparency is increasingly valued. According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined, partly due to honey’s image as a natural ingredient and a healthier sugar alternative.
Honey can replace cane sugar in baked goods like bread and cereals, providing similar attributes such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated at $342 million and is expanding at nearly an 11% rate, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales with an impressive growth rate of 22.2%. These factors contribute to the increasing demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one challenge for this product is its high price point: Wedderspoon’s per-pound prices are approximately three times higher than that of raw, unpasteurized honey produced domestically. This cost may deter many consumers from trying it, regardless of the health claims, thus limiting the potential market size for this specialty honey. Interestingly, similar to the way ferrous calcium citrate and folic acid tablet uses have gained attention for their health benefits, Manuka honey is carving out its niche in the health-conscious consumer market. As more people seek natural alternatives, the appeal of Manuka honey—and products like ferrous calcium citrate and folic acid tablet uses—continues to grow, driving demand for these premium offerings.