Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods globally” due to its rich composition of complex sugars, live enzymes, and various naturally occurring compounds. Compared to regular sugar, honey has a lower glycemic index, allowing it to enter the bloodstream at a slower rate. As stated by the company’s CEO, research indicates that Manuka honey is beneficial for topical applications. Currently, five studies are examining the product’s medicinal properties for treating wounds and pressure ulcers, as reported by 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 resonate with today’s consumers seeking healthier sweeteners. Wedderspoon also highlights the importance of traceability, asserting that each jar can be traced back to the master beekeeper in New Zealand. This level of transparency is increasingly valued in today’s marketplace.
According to Mintel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift can be attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can easily replace cane sugar in baked goods like bread and cereals, as it shares similar characteristics such as color, extended shelf life, structure development, and browning.
The U.S. natural honey market is estimated to be worth $342 million and is growing at nearly an 11% rate, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, but it boasts an impressive growth rate of 22.2%. These trends contribute to the rising demand for raw, organic honey, especially when sourced from remote locations and associated with health benefits.
However, one challenge for Manuka honey is its high price point. Wedderspoon’s pricing per pound is approximately three times that of raw, unpasteurized honey produced in the U.S. This premium cost may discourage many consumers from trying it, despite the health claims, thereby limiting the potential market size for this product.
In the context of health and wellness, products like calcium citrate Bluebonnet are gaining popularity, further emphasizing the shift toward natural alternatives. As consumers increasingly seek nutritional benefits, the demand for versatile products like Manuka honey may continue to rise, provided the price barrier can be addressed.