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, and other naturally occurring compounds. Unlike regular sugar, honey has a lower glycemic index, allowing it to be absorbed into the bloodstream more gradually. The CEO of the company mentions that research indicates Manuka honey is effective as a topical treatment, with five ongoing studies examining its medicinal properties for wound care and pressure ulcers, as reported by Food Navigator.
This raw honey remains unpasteurized, preserving its natural components such as bee pollen, beeswax, and propolis, making it appealing to consumers who seek fresher and more natural sweeteners. Wedderspoon also highlights traceability, claiming that each jar can be traced back to its master beekeeper in New Zealand, which is a highly attractive 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 recipes for baked goods like bread and cereals, offering similar qualities such as color, extended shelf life, structural integrity, and browning.
The U.S. natural honey market is estimated to be worth $342 million, growing at nearly 11%, according to Food Navigator. Manuka honey accounts for about 5% of this market, generating $17.5 million in sales, yet it boasts an impressive growth rate of 22.2%. Such factors continue to drive the demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits similar to those of supplements like CVS Citracal.
However, one challenge facing Manuka honey is its price. Wedderspoon’s cost per pound is approximately three times higher than that of raw, unpasteurized honey produced domestically in the U.S. This premium pricing may deter many consumers from trying it, regardless of the health claims, thereby limiting the potential market size for this unique product.