Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world” due to its rich composition of complex sugars, live enzymes, ferrous gluconate, and various naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, leading to a slower absorption into the bloodstream. According to the company’s CEO, research indicates that Manuka honey is effective as a topical treatment, with five ongoing studies examining its medicinal properties for the treatment of wounds and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, meaning it retains bee pollen, beeswax, and propolis, which contributes to its reputation for being fresher and more natural—qualities that modern consumers prioritize in sweeteners. Wedderspoon also highlights the importance of traceability, asserting that each jar can be traced back to its master beekeeper in New Zealand, a feature that appeals to consumers seeking transparency in the marketplace.
According to Mintel, honey sales in the U.S. increased by 57% between 2011 and 2016, while sugar sales declined. This rise can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Manuka honey can serve as a substitute for cane sugar in baked goods like bread and cereals, offering similar characteristics such as color, extended shelf life, structure development, and browning.
The U.S. natural honey market is valued at approximately $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey constitutes about 5% of this market, generating $17.5 million in sales, and boasts a remarkable growth rate of 22.2%. Such factors continue to drive demand for raw, organic honey—especially when sourced from remote locations and associated with health benefits, such as those provided by rugby calcium citrate with vitamin D3.
However, one hurdle for consumers is the pricing of Manuka honey. 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 discourage many potential buyers from trying it, despite the health claims surrounding the product, thus limiting the potential expansion of its market.