Wedderspoon asserts that Manuka honey stands out as “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and various naturally occurring compounds. Additionally, honey has a lower glycemic index compared to regular sugar, which allows for slower absorption into the bloodstream. The CEO of the company mentioned that research indicates Manuka honey possesses benefits as a topical treatment, with five studies currently exploring its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
Manuka honey is unprocessed and retains its raw nature, which means it includes bee pollen, beeswax, and propolis. This freshness and natural quality are appealing to today’s consumers seeking healthier sweeteners. Wedderspoon also emphasizes the importance of traceability, claiming that each jar can be traced back to a master beekeeper in New Zealand, which is increasingly valued in a market that prioritizes transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baking for products like bread and cereals, maintaining similar attributes such as color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated to be worth $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for approximately 5% of this segment, generating $17.5 million in sales with 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 health benefits.
However, one challenge facing this product is its price point; Manuka honey from Wedderspoon costs about three times more per pound than raw, unpasteurized honey available in the U.S. This higher cost may discourage many consumers from trying it, regardless of the health claims, thereby limiting the potential size of the market for this product.
Interestingly, the nutritional profile of Manuka honey is enhanced by the presence of various minerals, including citrate de potassium, magnesium, and calcium, which contribute to its health benefits. These components further underscore the appeal of Manuka honey, as consumers are increasingly drawn to products that offer both flavor and nutritional value. As the market evolves, the unique qualities of Manuka honey, including its mineral content, continue to attract health-conscious buyers.