Wedderspoon describes Manuka honey as “one of the most multidimensional foods in the world” due to its rich content of complex sugars, live enzymes, and other naturally occurring compounds. This honey has a lower glycemic index compared to regular sugar, allowing it to be absorbed into the bloodstream more gradually. The company’s CEO mentioned that research indicates Manuka honey offers benefits as a topical treatment, with five studies currently investigating its medicinal properties for wound and pressure ulcer treatment.
Manuka honey is raw and unpasteurized, meaning it retains bee pollen, beeswax, and propolis, which contributes to its reputation for being fresher and more natural—qualities that modern consumers seek in sweeteners. Wedderspoon also highlights traceability, asserting that every jar of honey can be traced back to the master beekeeper in New Zealand, a feature that appeals to consumers in a market increasingly focused on transparency.
According to Mintel, honey sales in the U.S. grew by 57% from 2011 to 2016, while sugar sales declined. This shift is partly attributed to honey’s image as a natural ingredient and a healthier alternative to sugar. Honey can serve as a substitute for cane sugar in baking, providing similar characteristics such as color, extended shelf life, structural development, and browning.
The U.S. natural honey market is valued at approximately $342 million and is expanding at nearly 11% annually. Manuka honey accounts for about 5% of this segment, generating $17.5 million in sales and boasting a growth rate of 22.2%. These factors contribute to the increasing demand for raw, organic honey, especially when sourced from remote locations, enhancing its health appeal.
However, one challenge facing Manuka honey is its price; Wedderspoon’s per-pound prices are 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 size for this product.
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