Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and other naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, leading to a slower absorption into the bloodstream. According to the company’s CEO, research indicates that Manuka honey is beneficial as a topical treatment, with five studies currently examining its medicinal properties for healing wounds and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, containing bee pollen, beeswax, and propolis, which contribute to its fresh and natural appeal—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights the importance of traceability, claiming that every jar can be traced back to its master beekeeper in New Zealand, which is increasingly valued in a market where transparency is paramount.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. One reason for this trend is honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can effectively substitute cane sugar in baked goods such as bread and cereals, providing similar benefits like color, extended shelf life, structure development, and browning.
The U.S. natural honey market is estimated to be worth $342 million, with nearly 11% growth, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales and experiencing a remarkable growth rate of 22.2%. These factors continue to drive demand for raw, organic honey—especially when sourced from remote locations and associated with health benefits.
However, one challenge for Manuka honey is its price. Wedderspoon’s prices per pound are approximately three times higher than that of raw, unpasteurized honey produced in the U.S., which may deter many shoppers from trying it—regardless of the health claims—thus limiting the market potential for this product. Additionally, incorporating ingredients such as pure calcium citrate can further enhance the nutritional profile of products that utilize Manuka honey, appealing to health-conscious consumers who are increasingly looking for high-quality, beneficial ingredients.