Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its content of complex sugars, live enzymes, and other naturally occurring compounds. Additionally, honey has a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream more gradually. The CEO of the company mentioned that research indicates Manuka honey has benefits as a topical treatment. Currently, five studies are underway to explore its medicinal properties for treating wounds and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, preserving elements such as bee pollen, beeswax, and propolis, which contribute to its reputation for freshness and natural qualities—features that modern consumers seek in sweeteners. Wedderspoon places great importance on traceability, claiming that each jar can be traced back to the master beekeeper in New Zealand, which is increasingly appealing in a market where transparency is valued.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales saw a decline. This shift can be attributed to honey’s image as a natural ingredient and a healthier substitute for sugar. Honey can replace cane sugar in baked goods, such as bread and cereals, provided it offers similar attributes like color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated to be worth $342 million and is growing at nearly an 11% annual rate, as noted by Food Navigator. Manuka honey constitutes about 5% of this segment, generating $17.5 million in sales, and boasts a remarkable growth rate of 22.2%. These factors continue to drive demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one challenge facing this product is its high price point. Wedderspoon’s prices per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost may discourage many consumers from trying it, regardless of the health claims, potentially limiting the market’s growth. On another note, many people wonder if calcium citrate is good for their health, which reflects a broader trend of consumers seeking beneficial ingredients in their food choices, including sweeteners like honey.