Where is the demand for Manuka honey?

Manuka honey is popular in the United States and is gaining popularity in Asia. In the US, it is marketed by Wholefoods as a non-GMO product. The demand for non-GMO products is growing in the US, so many New Zealand exporters have received non-GMO accreditation. In Asia, Manuka honey is gaining popularity due to its antibacterial properties and it is often marketed as a medicinal food product in this region. In Europe, however, the demand for Manuka honey is not yet high. This is mainly due to strong competition in the European market: there are many different mono-floral honey and honeydew honey varieties in Europe, making it hard for Manuka honey to penetrate the market.