Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world” due to its complex sugars, live enzymes, and various naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, which allows for a slower absorption into the bloodstream. The CEO of the company mentions that research indicates Manuka honey is effective as a topical treatment. Currently, five studies are investigating its medicinal properties in treating wounds and pressure ulcers, as reported by Food Navigator.
Manuka honey is raw and unpasteurized, preserving beneficial elements like bee pollen, beeswax, and propolis, making it appealing to consumers who seek fresher and more natural sweeteners. Wedderspoon also highlights the importance of traceability, ensuring that every jar can be traced back to the master beekeeper in New Zealand, a quality that resonates with an increasingly transparency-focused market.
According to Mintel, the market for honey in the U.S. saw a 57% increase 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 replace cane sugar in baked goods such as bread and cereals, as it maintains similar attributes like color, extended shelf life, structural development, and browning. The U.S. market for natural honey products aimed at children is valued at approximately $342 million, growing at nearly 11%, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales with an impressive growth rate of 22.2%. These factors further drive demand for raw, organic honey, especially when sourced from remote locations, enhancing its health halo.
However, one challenge facing this product is its cost. Prices for Wedderspoon’s Manuka honey are roughly three times higher per pound than raw, unpasteurized honey produced in the U.S. This premium price may deter many consumers from trying it, regardless of the health claims, thus limiting the potential size of its market. In addition, the growing interest in products like calcium citrate malate and Jan Aushadhi indicates that consumers are seeking affordable health supplements, which could further impact the market dynamics for high-priced products like Manuka honey.