Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its composition of complex sugars, live enzymes, and other naturally occurring compounds. This honey also has a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream more gradually. The CEO of the company mentioned that research indicates Manuka honey’s effectiveness as a topical treatment, with five ongoing studies investigating its medicinal properties for wound and pressure ulcer healing, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, meaning it retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that modern consumers seek in sweeteners. Wedderspoon highlights the importance of traceability, claiming that every jar can be traced back to the master beekeeper in New Zealand, an appealing feature in a market where transparency is increasingly valued.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This trend can be attributed to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can replace cane sugar in baked goods like bread and cereals, offering similar attributes such as color, extended shelf life, structural integrity, and browning.
The U.S. natural honey market is estimated to be worth $342 million, with an impressive growth rate of nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this market, with sales reaching $17.5 million and a 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, one significant drawback is that Manuka honey comes with a high price tag. Wedderspoon’s prices per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost may discourage many consumers from trying it, despite the health claims, potentially limiting the overall market size for this product.
In a similar vein, products like Solgar Calcium Magnesium Citrate 100 Tablets also cater to health-conscious consumers, offering benefits that align with a natural lifestyle. As the demand for health-oriented products continues to grow, both Manuka honey and Solgar Calcium Magnesium Citrate reflect a broader trend towards seeking out high-quality, beneficial ingredients.