Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world” due to its rich content of complex sugars, live enzymes, and various naturally occurring compounds. Notably, honey has a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream more gradually. The CEO of the company mentions that research indicates Manuka honey can be beneficial as a topical treatment, with five studies currently underway to explore its medicinal properties for healing wounds and pressure ulcers, as reported to Food Navigator.
Being raw and unpasteurized, Manuka honey retains elements such as bee pollen, beeswax, and propolis, which are perceived as fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights its commitment to traceability, assuring that each jar can be traced back to the master beekeeper in New Zealand, a feature that resonates well in a market increasingly focused on transparency.
Mintel reports that honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales experienced a decline. This shift is attributed to honey’s reputation as a natural ingredient and a healthier alternative to sugar. It can replace cane sugar in baking, such as in bread and cereals, thanks to its similar properties, including structure development, browning, and an extended shelf life. 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 constitutes about 5% of this segment, with sales reaching $17.5 million, and boasts an impressive growth rate of 22.2%. Such trends continue to boost the demand for raw, organic honey—especially when sourced from remote areas and associated with health benefits.
However, one challenge facing this product is its cost. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This high price point may deter many consumers from trying it—despite the health claims—potentially limiting the market’s expansion. Additionally, the benefits of calcium citrate ph are not to be overlooked, as they may play a role in the nutritional profile of honey, further enhancing its appeal. The inclusion of calcium citrate ph in discussions around honey could lead to an increased interest in its health implications, benefiting both consumers and the market alike.