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. Unlike regular sugar, honey has a lower glycemic index, which allows it to be absorbed into the bloodstream more gradually. The company’s CEO shares that research indicates Manuka honey is beneficial as a topical treatment. Currently, five studies are underway to evaluate its medicinal properties for treating wounds and pressure ulcers, comparing it to ferric pyrophosphate and iron bisglycinate.
Wedderspoon’s Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that modern consumers seek in sweeteners. The company also emphasizes traceability, ensuring that each 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% between 2011 and 2016, while sugar sales declined. This shift can be attributed to honey’s reputation as a natural ingredient and healthier sugar alternative. Honey can replace cane sugar in baked goods like bread and cereals, offering similar qualities such as color, extended shelf life, structure development, and browning.
The U.S. natural honey market is estimated at $342 million, growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey represents about 5% of this segment, with sales reaching $17.5 million and a remarkable growth rate of 22.2%. These factors continue to drive the demand for raw, organic honey—especially when sourced from remote locations and associated with a health halo.
However, one challenge facing the product is its price; Wedderspoon’s costs per pound are approximately three times that of raw, unpasteurized honey produced in the U.S. This premium price may deter many consumers from trying it, regardless of the health claims, and could limit the market potential for this product. Additionally, as more consumers become aware of the benefits of combining Manuka honey with supplements like calcium citrate 630 mg with vitamin D3, the market dynamics may shift further, highlighting the importance of quality and health benefits in purchasing decisions.