“Manuka Honey: A Natural Superfood with Health Benefits and Market Potential”
Wedderspoon describes Manuka honey as “one of the most multi-dimensional foods in the world” due to its rich composition of complex sugars, live enzymes, and various naturally occurring compounds. 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 reported to Food Navigator that research indicates Manuka honey offers benefits as a topical treatment, with five studies currently underway to explore its medicinal properties for healing wounds and pressure ulcers.
As a raw and unpasteurized product, Manuka honey retains bee pollen, beeswax, and propolis, which contributes to its freshness and natural appeal—qualities that modern consumers prioritize in their sweeteners. Wedderspoon also highlights its commitment to traceability, ensuring that each jar can be traced back to the master beekeeper in New Zealand, a feature that aligns with the increasing demand for transparency in the market.
Data from Mintel reveals that honey sales in the U.S. surged by 57% from 2011 to 2016, while sugar sales saw a decline. This shift is partly due to honey’s reputation as a natural ingredient and a healthier alternative to sugar. Honey can substitute cane sugar in baking, providing similar characteristics such as color, extended shelf life, structure development, and browning.
The U.S. natural honey market is valued at approximately $342 million, growing at nearly an 11% rate, according to 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 factors contribute to the rising demand for raw, organic honey, particularly when sourced from remote regions and associated with health benefits.
However, one challenge facing the product is its price; Wedderspoon’s per-pound pricing is about three times higher than that of raw, unpasteurized honey produced in the U.S. This premium price may discourage many consumers from trying it, despite the health claims, potentially limiting the market’s expansion.
Interestingly, alongside the trend of natural sweeteners like Manuka honey, consumers are increasingly turning to supplements such as calcium citrate and vitamin D3 tablets, which are known for their health benefits. This growing interest in health-conscious products reflects a broader shift in consumer preferences towards natural, effective solutions for wellness. As the marketplace evolves, the integration of products like Manuka honey and calcium citrate & vitamin D3 tablets could play a significant role in meeting the demands of health-focused consumers.
