Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition of 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 at a slower rate. The company’s CEO mentions that research indicates Manuka honey has benefits as a topical treatment. Currently, five studies are evaluating its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
Being raw and unpasteurized, Manuka honey retains natural elements such as bee pollen, beeswax, and propolis, which contribute to its freshness and natural appeal—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights the traceability of its products, stating that each jar can be traced back to its master beekeeper in New Zealand, a noteworthy feature in a market that increasingly values transparency.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift is partly due 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, providing similar attributes like color, extended shelf life, structure development, and browning. The U.S. natural honey market is valued at approximately $342 million and is growing at nearly 11%, as noted by Food Navigator. Manuka honey represents about 5% of this segment, with $17.5 million in sales and a remarkable growth rate of 22.2%. These trends continue to drive demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one significant challenge for Manuka honey is its price. 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 deter many consumers from trying it, despite its health claims, potentially limiting the market size for this product.
Furthermore, when considering nutritional supplements, it’s important to note that some consumers may also explore calcium citrate supplements for their potential benefits. However, they should be aware of the possible side effects associated with these supplements, particularly if they are also incorporating products like Manuka honey into their diets. Balancing the use of natural sweeteners with supplements requires careful consideration to maximize health benefits while minimizing any adverse effects.