Manuka Honey Market

Market Overview

The global manuka honey market size was valued at USD 367.7 million in 2022 and is projected to reach USD 585.3 million by 2031, registering a CAGR of 5.5% during the forecast period (2023-2031). The primary market drivers boosting manuka honey market growth are increasing awareness of obesity and heart disease, particularly among young people and teenagers, as well as the health benefits of manuka honey.

Manuka honey is made by bees pollinating the Manuka bush (Leptospermum scoparium), which is endemic to New Zealand and portions of Australia. Manuka honey is distinguished from other honey varieties by its distinct composition, which includes the presence of a molecule known as methylglyoxal (MGO). Some of the health advantages linked with Manuka honey are thought to be attributed to MGO. The lifestyles and nutritional preferences of consumers have changed dramatically. Growing public awareness of obesity and heart disease, particularly among children and teenagers, has moved consumer focus to healthier food options. People today prefer foods that both nourish and improve their health.

Furthermore, many consumers are shifting their preferences away from sugar and towards manuka honey to live a healthier lifestyle. Manuka honey is thought to be the most beneficial option for people with diabetes. Customers prefer natural or organic raw materials to artificial flavoring, which is predicted to enhance the manuka honey market share. However, some of the drawbacks of manuka honey include increased skin sensitivity to sunlight and a minor burning sensation when applied topically. Furthermore, some people may be allergic to strong fragrances or odors. These negative impacts make consumers opt for more nutritional products, slowing the manuka honey market growth.

Highlights

• MGO 514 accounts for the largest share of the market by product type.
• Organic generates the most revenue by category.
• Non-store-based is the commonly used distribution channel.
• Europe dominates the global market.

Market Dynamics

Global Manuka Honey Market Drivers:

Increasing Consumer Awareness

Consumers' growing knowledge of the possible health advantages of Manuka honey has been an important driver. Consumers have been informed about the unique characteristics and uses of Manuka honey as access to information has increased, mainly through digital media. Several industry participants, including honey producers, beekeeping associations, and health organizations, have launched consumer education programs. These campaigns highlight Manuka honey's distinctive qualities, such as its high amounts of methylglyoxal (MGO), and explain the accompanying health advantages. According to the NCBI, there is evidence that honey can aid in treating cardiovascular problems. Small human studies have suggested that honey's antioxidants help improve cholesterol levels, possibly lowering heart disease risk. According to a 2018 article, when the company began 13 years ago, customer awareness of Manuka honey could have been improved.

On the other hand, consumer awareness has grown over time, and Manuka Health has begun a global campaign to raise knowledge of the advantages of Manuka honey. Manuka honey has recently acquired popularity as a superfood and natural treatment. It has, for example, appeared in mainstream media venues such as health segments on television shows and pieces in prominent magazines. Celebrities and social media influencers have shared their positive experiences with Manuka honey, sparking broad interest. As a result, the manuka honey market trend is expected to evolve during the forecast period.

Global Manuka Honey Market Restraints:

Limited Geographic Origin

Manuka honey is mainly produced in New Zealand and, to a lesser extent, in Australia. Owing to the limited geographic origin, there may be issues with supply chain logistics, guaranteeing consistent availability and satisfying global demand. This geographical limitation may also expose the market to environmental factors that affect bee populations and honey output. Environmental conditions have a significant impact on manuka honey production. Climate change, harsh weather events, and disturbances in the Manuka bush's flowering season can all impact honey yields. Climate sensitivity jeopardizes the consistency and predictability of Manuka honey production, compromising supply chain stability and market stability.

Manuka honey is heat sensitive and might become runnier in hot weather. High prolonged heat can also degrade the methylglyoxal in manuka honey, which has antimicrobial properties. According to a 2015 BBC report, China's atmosphere may need to be more conducive to establishing its manuka industry. It's also more expensive to produce because bees must occasionally be relocated to these areas, and the flowering window is limited, lasting only 4-6 weeks every year. The health of the honeybee population is crucial for Manuka honey production. Colony collapse disorder, pesticide exposure, and the incidence of diseases among bees can all hurt honeybee health. To sustain steady honey production levels, beekeeping operations must meet these challenges.

Global Manuka Honey Market Opportunity:

Growing Beauty and Personal Care Market

Manuka honey is increasingly used in healthcare and cosmetic products due to its potential skin advantages. Manuka honey is a crucial ingredient in skincare products such as facial masks, lotions, serums, and cleansers. For example, a skincare business might launch a line of moisturizers emphasizing Manuka honey's unique moisturizing and calming characteristics. According to a 2022 survey, the average American spends USD 722 per year on their looks, including skincare. Women spend more than males, with an average annual expenditure of USD 877 for women and USD 592 for men. 

Furthermore, Manuka honey is gaining popularity in the cosmeceutical industry for its moisturizing, anti-inflammatory, and anti-aging characteristics. Its antibacterial, antibiotic, and antioxidant characteristics make it useful in food and medicine. Huda Kattan recently announced the release of the Wishful Honey Whip Peptide Moisturizer, the latest product in her skincare collection, where manuka honey works as a significant element. An independent consumer testing panel of 50 persons who used Honey Whip twice daily said that their skin felt quickly plumped 92% of the time. As a result, the expansion of Manuka honey into the beauty and personal care business is facilitated by the growth of the global skincare market and the increased popularity of natural and organic skincare products.

Regional Analysis

The global manuka honey market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

Europe Dominates the Global Market

Europe is the most significant global manuka honey market shareholder and is estimated to grow at a CAGR of 5.4% over the forecast period. Several nations in this region, including the United Kingdom, Germany, and others, import a substantial volume of Manuka-based honey from the largest supplier, New Zealand, increasing its use rate. Regarding volume and value, Germany is the largest European market for honey retail sales. Germany imported 51,900 tons of honey from non-EU countries in 2021, accounting for 30% of total extra-EU honey imports. The average import price of manuka honey to Germany in July 2023 was USD 3,529 per ton. The dominance of the European region demonstrates a growing acceptance and inclination for healthier products. Businesses are experimenting with new ways to promote their products and the health benefits of manuka honey. Furthermore, the growing urban population and increased disposable income and living standards will likely contribute to the overall expansion of the manuka honey market during the projection period. 

Asia-Pacific is anticipated to exhibit a CAGR of 5.6% over the forecast period. The regional market comprises developed and developing countries, including China, India, and Japan, which provide multiple prospects for the Asia-Pacific industry's major players. These nations (China and Japan) have a significant demand for natural and organic products due to rising disposable income and health concerns. This leads the established key players to invest in Manuka honey production. Due to increased wellness concerns, the regional market has seen a significant shift in its population's food choices in recent years. This aspect is also expected to increase the consumption of natural sweeteners in the coming years.

North America also experienced substantial growth in the worldwide market, mainly owing to increased government activities to raise knowledge about the health advantages of this type of honey and the presence of prominent critical players throughout the area, according to Manuka honey market insights. 

The Middle East and Africa, and Latin America regions are now seeing sluggish growth; the region is predicted to rise rapidly during the forecast period. Brazil and Saudi Arabia are also expected to develop quickly in the following years due to the arrival of new companies and rising urbanization rates.

Segmental Analysis

The global manuka honey market is segmented based on product type, category, distribution channel, and region.

The market is further segmented by product type into MGO 83, MGO 263, MGO 514, and MGO 829.

MGO 514 accounts for the largest share of the market.

MGO 514

The MGO 514 segment dominated the market. Manuka honey, with an MGO rating of 514, has a significant amount of MGO. This variation is likely to appeal to people who are particularly interested in the therapeutic properties of Manuka honey. It might be marketed as a luxury product with improved antibacterial qualities, appealing to consumers looking for a more potent alternative. Furthermore, the high UMF content of manuka concentrate lends a beautiful floral flavor and a deep color. Manuka honey with UMF 15 + / MGO 514 mg/kg (ppm) is currently available from manufacturers, and it is entirely non-sterile and free of genetically altered components. These companies also avoid overheating the honey, which affects its UMF content and quality.

MGO 263

An MGO grade of 263 indicates a more significant percentage of Methylglyoxal in Manuka honey. This level of MGO indicates higher antibacterial potency, making it appropriate for anyone looking for Manuka honey for potential health advantages. It could be utilized not just as a sweetener but also for medicinal purposes.

Based on category, the market is fragmented into Conventional and organic.

Organic generates the most revenue in the market.

Organic

The organic segment will have a larger market share in 2022. Organic Manuka honey is made using organic farming practices that do not use synthetic pesticides, herbicides, or fertilizers. The bees obtain nectar from Manuka bushes produced without chemical inputs by organic farming guidelines. Organic products appeal to customers who value their health and the environment. Those looking to reduce their exposure to synthetic chemicals while supporting sustainable agriculture may consider purchasing organic Manuka honey. Furthermore, Organic Manuka honey is often certified by organic agricultural organizations' specialized certification requirements. Thanks to the certification, consumers may be assured that the honey is produced environmentally and sustainably.

Conventional

Manuka honey is produced using traditional beekeeping procedures, which may include standard farming practices, pesticides, and fertilizers. Although bees consume nectar from Manuka shrubs, formal agriculture procedures may be used in production. A more extensive consumer base may find conventional Manuka honey more accessible and inexpensive. It appeals to people who value Manuka honey for its flavor and general qualities rather than for its organic or sustainable attributes.

Distribution channels can further bifurcate the market into Store-Based and non-store-based.

Non-store-based is the commonly used distribution channel.

Non-Store-Based

Non-store-based channels are expanding more quickly in the manuka honey market because diverse manuka honey products are available on e-commerce platforms. Manuka honey is widely available on e-commerce sites, where customers may browse, compare, and buy items. The convenience of online purchasing appeals to a wide range of consumers. Some Manuka honey producers sell directly to consumers through farmers' markets, roadside stalls, or by working with beekeepers. This direct-to-consumer model provides a more personalized experience and may include instructional exchanges.

Store-Based

Store-based distribution channels include physical retail establishments where consumers can buy Manuka honey directly. This category comprises numerous sorts of physical stores. Manuka honey is often accessible in supermarkets and hypermarkets' honey aisles. These large-scale retail establishments sell a wide range of honey products to diverse customers. Manuka honey may be available in health food stores specializing in organic and natural items, notably in the organic section. Customers frequently frequent these establishments with health-conscious preferences.

Recent Developments

• October 2023- New Zealand-based True Honey Co. announced the China launch of a manuka honey product with the highest amounts of MGO (methylglyoxal) and UMF (unique manuka factor).
• March 2023- COMVITA, a global leader in the honey market, has launched a new line of "Comvita Kids Yummy Honey" and Comvita UMF 5+ Honey Squeeze bottles. With these new products, the company hopes to widen its user base by targeting young Manuka fans and offering a tasty way to enjoy the multiple benefits of natural superfoods.
• July 2023- Capilano introduced Active Manuka Honey.