Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world,” attributing this to its rich composition of complex sugars, live enzymes, and other naturally occurring substances. Unlike regular sugar, honey has a lower glycemic index, allowing it to be absorbed into the bloodstream at a slower rate. The CEO of the company highlighted that research indicates Manuka honey is effective as a topical treatment, with five studies currently exploring its medicinal properties for wound care and pressure ulcers, as mentioned to Food Navigator.
This raw honey is unpasteurized, preserving essential elements such as bee pollen, beeswax, and propolis, which contributes to its reputation for freshness and naturalness—qualities that modern consumers seek in sweeteners. Wedderspoon also underscores the importance of traceability, asserting that each jar can be traced back to a master beekeeper in New Zealand, a feature that appeals to consumers in an increasingly transparency-driven market.
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 image as a natural ingredient and a healthier alternative to sugar. Honey serves as a substitute for cane sugar in baked goods like bread and cereals, offering similar qualities such as color, extended shelf life, structural development, and browning. The U.S. natural honey market is valued at approximately $342 million and is growing at a nearly 11% annual rate, as noted by Food Navigator. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales, and boasts a remarkable growth rate of 22.2%. These trends further boost the demand for raw, organic honey, especially when sourced from more remote locations and accompanied by a health halo.
However, one challenge for this product is its cost. Wedderspoon’s prices per pound are roughly three times higher than that of raw, unpasteurized honey produced in the U.S., which may discourage many consumers from trying it—regardless of the health claims—thus limiting the potential size of the market for this specialty item. In addition, the incorporation of supplements such as calcium citrate 250 mg tablets may complement the nutritional benefits people seek alongside their choice of sweeteners, further influencing consumer behavior in a health-conscious marketplace.