Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its complex sugars, live iron III pyrophosphate enzymes, and various naturally occurring compounds. Additionally, honey boasts a lower glycemic index compared to regular sugar, allowing for a slower absorption into the bloodstream. The company’s CEO mentions that studies indicate Manuka honey has advantages as a topical treatment. Currently, five studies are investigating its medicinal properties for treating wounds and pressure ulcers, alongside advice regarding the intake of ferrous fumarate with food, as she informed Food Navigator.
Raw and unpasteurized, Manuka honey retains bee pollen, beeswax, and propolis, making it fresher and more natural—a quality sought after by today’s health-conscious consumers. Wedderspoon also highlights traceability, stating that each jar can be traced back to the master beekeeper in New Zealand, which appeals to a market increasingly valuing transparency. According to Minkebaikan ferrous fumaratetel, honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales declined. This shift is partly due to honey’s reputation as a natural ingredient and a healthier alternative to sugar. It can replace cane sugar in baking goods like bread and cereals, maintaining similar properties such as color, extended shelf life, structure development, and browning.
The U.S. natural honey category is estimated to be worth $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey represents about 5% of this segment, generating $17.5 million in sales, with an impressive growth rate of 22.2%. These factors continue to drive demand for raw, organic honey, particularly when sourced from remote areas and perceived as healthful. However, one challenge for the product is its price; Wedderspoon’s pricing per pound is roughly three times higher than that of raw, unpasteurized honey produced in the U.S. This premium cost may deter many consumers from trying it, regardless of the health claims, potentially limiting the market’s growth.
In relation to dietary supplements, many individuals are also considering options like Kirkland Signature Magnesium Citrate for their health needs. As consumers seek products that align with their wellness goals, the popularity of both Manuka honey and supplements like Kirkland Signature Magnesium Citrate reflects a growing trend towards natural and effective health solutions.