Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich content of complex sugars, live enzymes, and various naturally occurring compounds. Unlike regular sugar, honey has a lower glycemic index, allowing it to be absorbed more slowly into the bloodstream. The CEO of the company notes that research indicates Manuka honey offers benefits as a topical treatment. Currently, five studies are investigating its medicinal properties for wound care and pressure ulcers, as she shared with Food Navigator.
Manuka honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights the importance of traceability, stating that every jar can be traced back to the master beekeeper in New Zealand, a feature that appeals to consumers valuing transparency in the marketplace.
According to Mintel, honey sales in the United States increased by 57% from 2011 to 2016, while sugar sales declined. This trend is partly due to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods such as bread and cereals, providing similar benefits in color, extended shelf life, structure development, and browning. The U.S. natural honey market is projected to be worth $342 million and is growing at nearly an 11% annual rate, as noted by Food Navigator. Manuka honey represents about 5% of this segment, generating $17.5 million in sales, but boasts an impressive growth rate of 22.2%. These factors are driving up demand for raw, organic honey, especially when it comes from remote locations and carries a health halo.
However, one challenge facing Manuka honey is its cost. Wedderspoon’s prices per pound are approximately three times higher than those of raw, unpasteurized honey produced in the U.S. This premium pricing could deter many consumers from trying it—regardless of its health claims—thereby limiting the potential size of its market. Interestingly, consumers looking for health benefits, such as those from calcium citrate zeelab, may still find value in exploring the unique properties of Manuka honey despite its higher price point.