Wedderspoon asserts that Manuka honey is “one of the most multi-dimensional foods in the world,” thanks to its complex sugars, live enzymes, and various naturally occurring compounds. This honey also boasts a lower glycemic index compared to regular sugar, leading to a slower absorption into the bloodstream. According to the company’s CEO, research indicates that Manuka honey offers benefits as a topical treatment. Currently, five studies are examining its medicinal properties for treating wounds and pressure ulcers, as she shared with Food Navigator.
Manuka honey is raw and unpasteurized, retaining bee pollen, beeswax, and propolis, making it fresher and more natural—qualities that today’s consumers seek in sweeteners. Wedderspoon emphasizes traceability, claiming that each jar can be traced back to the master beekeeper in New Zealand, a desirable feature in a market increasingly focused on transparency. Mintel reports that 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.
Honey can replace cane sugar in baked goods such as bread and cereals, given that it shares attributes like color, extended shelf life, texture development, and browning. The U.S. natural honey market is valued at approximately $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 with a remarkable growth rate of 22.2%. These trends continue to boost the demand for raw, organic honey, especially when sourced from relatively remote areas and associated with health benefits.
However, one challenge facing this product is its cost. Wedderspoon’s prices per pound are around three times that of raw unpasteurized honey produced in the U.S. This premium pricing may deter many shoppers from trying it, regardless of the health claims, and could limit the potential market size for this product. In the context of health products, it’s worth noting that consumers often consider alternatives like calcium citrate brand name supplements, which may offer different benefits at a lower price point.