Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition, which includes gluconate, complex sugars, live enzymes, and other naturally occurring compounds. Unlike regular sugar, honey has a lower glycemic index, allowing it to be absorbed into the bloodstream more gradually. The CEO of Wedderspoon mentioned to Food Navigator that research indicates Manuka honey’s effectiveness as a topical treatment. Currently, five studies are underway to investigate its medicinal properties for wound care and pressure ulcers.
Since Wedderspoon’s Manuka honey is raw and unpasteurized, it retains beneficial ingredients such as bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that resonate with today’s health-conscious consumers seeking sweeteners. The company also highlights the traceability of its products, ensuring that each jar can be traced back to a master beekeeper in New Zealand, a feature that enhances transparency in a market increasingly focused on authenticity.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This trend 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 such as bread and cereals, offering similar benefits like structure development and extended shelf life. The U.S. natural honey market is valued at approximately $342 million, growing at nearly an 11% rate, with Manuka honey representing about 5% of this market, amounting to $17.5 million in sales and boasting a growth rate of 22.2%. These factors contribute to the rising 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. Wedderspoon’s prices per pound are about three times higher than that of raw, unpasteurized honey produced in the U.S. This higher cost may discourage many consumers from trying it, regardless of the health claims, and could limit the potential size of this market.
In addition, for those seeking dietary supplements, integrating foods like Manuka honey with products such as Bariatric Advantage Calcium Citrate Chewy can provide a balanced nutritional profile. The combination of these elements supports a healthier lifestyle, offering benefits that can be appealing to consumers.