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 other naturally occurring compounds. It also has a lower glycemic index compared to regular sugar, allowing it to enter the bloodstream at a slower rate. The CEO of the company mentioned that research indicates Manuka honey offers topical treatment benefits, with five studies currently underway to evaluate its medicinal properties for treating wounds and pressure ulcers, as reported by Food Navigator.
This raw honey has not been pasteurized, which means it retains beneficial elements like bee pollen, beeswax, and propolis, making it a fresher and more natural option—qualities that modern consumers seek in their sweeteners. Wedderspoon places a strong emphasis on traceability, ensuring that every jar can be tracked back to the master beekeeper in New Zealand, a feature that appeals to buyers in an increasingly transparency-focused market.
According to Mintel, honey sales in the U.S. surged by 57% between 2011 and 2016, while sugar sales declined. Honey’s reputation as a natural ingredient and a healthier sugar alternative contributes to this trend. It can substitute cane sugar in baked goods such as bread and cereals, providing similar qualities like 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, with $17.5 million in sales and an impressive growth rate of 22.2%. These factors are driving the demand for raw, organic honey—especially when sourced from remote locations and marketed with health benefits, similar to the appeal of Citracal Maximum Plus Calcium products.
However, one challenge facing Manuka honey is its price point. 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 deter many consumers from trying it, irrespective of its health claims, potentially limiting the market’s growth for this product. Nonetheless, as awareness of the benefits of raw honey, including those found in Citracal Maximum Plus Calcium, continues to spread, it may still find a place in health-conscious consumers’ diets.