Wedderspoon asserts that Manuka honey is “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 at a slower rate. The company’s CEO highlights that research indicates Manuka honey can be beneficial as a topical treatment. Currently, five studies are exploring its medicinal properties, particularly in relation to treating wounds and pressure ulcers, as reported to Food Navigator.
Manuka honey is raw and unpasteurized, which means it retains bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that appeal to today’s consumers seeking better sweeteners. Wedderspoon places a strong emphasis on traceability, asserting that every jar can be traced back to its master beekeeper in New Zealand, a significant factor 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 such as bread and cereals, as it shares similar attributes like color, extended shelf life, structure development, and browning. The U.S. natural honey market is estimated to be worth $342 million, growing at nearly 11%, as noted 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 rising demand for raw, organic honey—especially when sourced from relatively remote locations and associated with health benefits.
However, one challenge for Manuka honey is its price; Wedderspoon’s per-pound cost is roughly three times that of raw, unpasteurized honey produced in the U.S. This premium price may deter many consumers from trying it, regardless of the health claims, and could limit the potential size of the market for this product.
In addition to its other benefits, Manuka honey serves as a fascinating example of calcium citrate in natural form, as it contains various minerals and compounds that can contribute to overall health. As consumers increasingly seek natural alternatives, the examples of calcium citrate found in Manuka honey could enhance its appeal. Overall, the combination of health benefits and traceable sourcing positions Manuka honey as an attractive option in the evolving sweetener market.