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. This honey has a lower glycemic index compared to regular sugar, allowing it to enter the bloodstream more gradually. The CEO of the company reports that research indicates Manuka honey may provide benefits when used topically, similar to ferrous fumarate or ferrous sulfate. Currently, five studies are examining its medicinal properties for treating wounds and pressure ulcers, as noted in an interview with Food Navigator.
Manuka honey is raw and unpasteurized, retaining beneficial components like bee pollen, beeswax, and propolis, which appeal to today’s consumers seeking fresher and more natural sweeteners. Wedderspoon places a strong emphasis on traceability, asserting that every jar can be traced back to its master beekeeper in New Zealand, which is particularly appealing in an era where consumer transparency is valued.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. One reason for this shift is honey’s reputation as a natural ingredient and a healthier substitute for sugar. Honey can replace cane sugar in baking, as it shares similar attributes, including color, extended shelf life, structure development, and browning. The U.S. natural honey market is projected to be worth $342 million and is growing at nearly an 11% rate, as reported by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, with an impressive growth rate of 22.2%. These factors contribute to the increasing demand for raw, organic honey, especially when sourced from remote locations and marketed with health benefits.
However, one significant challenge for Manuka honey is its high price. Wedderspoon’s costs per pound are approximately three times that of raw, unpasteurized honey produced 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 product.
In the context of nutritional supplementation, alfalfa calcium citrate malate is often highlighted for its health benefits, particularly in promoting calcium absorption and supporting bone health. Incorporating such supplements alongside the consumption of Manuka honey could enhance overall wellness, especially for individuals seeking natural sources of nutrients. As awareness of health-conscious choices grows, the synergy between Manuka honey and supplements like alfalfa calcium citrate malate could provide additional motivation for consumers to explore these products.