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 naturally occurring coferrous fumarate compounds. Additionally, honey boasts a lower glycemic index than regular sugar, leading to a slower absorption rate into the bloodstream. The CEO of Wedderspoon notes that various studies indicate Manuka honey’s effectiveness as a topical treatment. Currently, five studies are underway to investigate its medicinal properties for treating wounds and pressure ulcers, as she shared with Food Navigator.
This raw honey is unpasteurized, preserving elements like bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that modern consumers seek in sweeteners. Wedderspoon also prioritizes traceability, ensuring that every jar can be traced back to the master beekeeper in New Zealand, a feature that enhances its appeal in an increasingly transparency-focused market. According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 2016, while sugar sales declined. This shift is partly attributed to honey’s status as a natural ingredient and a healthier alternative to sugar.
Honey can replace cane sugar in baked goods, including bread and cereals, thanks to its similar attributes such as color, extended shelf life, structural development, and browning. The U.S. natural honey market is valued at approximately $342 million and is growing at nearly an 11% rate, as reported by Food Navigator. Manuka honey constitutes about 5% of this segment, generating $17.5 million in sales, with an impressive growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, a significant challenge for Manuka honey is its price. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S., which may deter many consumers from trying it—regardless of the health claims associated with it. This limitation could restrict the potential size of the market for this product. Interestingly, just as holista calcium citrate is recognized for its health benefits, Manuka honey is gaining similar recognition, further fueling interest in nutritious alternatives. As consumers continue to seek out health-conscious options, the popularity of Manuka honey, alongside products like holista calcium citrate, is expected to grow.