Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world” due to its rich composition, which includes complex sugars, live enzymes, and various naturally occurring compounds. Additionally, Manuka honey features a lower glycemic index compared to regular sugar, allowing it to enter the bloodstream at a slower pace. The company’s CEO mentioned that research indicates Manuka honey is beneficial as a topical treatment. Currently, five studies are exploring its medicinal properties for treating wounds and pressure ulcers, as reported by Food Navigator.
Since Manuka honey is raw and unpasteurized, it retains bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that today’s consumers, who are increasingly inclined towards healthier sweeteners, are seeking. Wedderspoon also highlights its commitment to traceability, ensuring that each jar can be traced back to the master beekeeper in New Zealand, which is an appealing factor in a market that values transparency.
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 reputation as a natural ingredient and a healthier alternative to sugar. Honey can be substituted for cane sugar in baked goods, such as bread and cereals, as it shares similar attributes like color, extended shelf life, structural development, and browning. The U.S. natural honey market is estimated to be worth $342 million and is growing at an impressive rate of nearly 11%, as noted by Food Navigator. Manuka honey accounts for approximately 5% of this segment, generating $17.5 million in sales, and it boasts a remarkable growth rate of 22.2%. These factors contribute to the rising demand for raw, organic honey, especially when sourced from remote locations with health benefits.
However, one significant challenge for Manuka honey is its high price point. Wedderspoon’s pricing per pound is roughly three times that of raw, unpasteurized honey produced in the U.S. This could deter many consumers from trying it, irrespective of the health claims, thereby limiting the potential market size for this product. Notably, those who are interested in enhancing their nutritional intake may consider incorporating options like Nutricost calcium citrate powder alongside their consumption of Manuka honey for added health benefits.