Matt Fewster

A Growing Market for Natural Health

The global natural health sector is expanding rapidly, with businesses seeking ingredients that combine scientific validation, functional value, and transparent provenance. As the market shifts away from synthetic additives and refined sugars, bioactive honeys are being recognised as a differentiated input for food, nutraceutical, and medical applications.

The global natural health product market, valued at USD 23.5 billion in 2023, is projected to reach USD 38.5 billion by 2033, growing at a 5.3% CAGR. This creates significant opportunities for distributors, retailers, and manufacturers to introduce premium, assay-verified Western Australian honey into their product lines.

1. Science-Backed Qualities Buyers Demand

Western Australian bioactive honeys are characterised and validated by laboratory assays, not marketing slogans. Businesses value:

• Verified antimicrobial activity – Measured through Total Activity (TA) testing, with leading Jarrah and Marri honeys achieving consistently high TA levels (often TA35+ to TA50+).
• Dual mechanism of action – Western Australian Jarrah honeys demonstrate both Peroxide Activity (PA) and Non-Peroxide Activity (NPA), offering robust and stable antimicrobial strength across test conditions.
• Lower glycemic index (GI) – Published analyses show Jarrah honey has a slower glucose release compared to many other honeys, broadening its appeal for functional formulations.
• Polyphenolic content – High levels of phenolic compounds contribute to strong antioxidant capacity, relevant to functional food positioning.
  

Market signal: Buyers are willing to pay a premium when laboratory data supports purity, activity, and origin. This positions WA honey alongside, and in some cases offering high capacity than Manuka, with a more transparent and biosecure provenance.

2. Market Differentiation – Standing Out in a Saturated Category

Unlike commodity honeys, WA bioactive honey is a specialised, medicinal-grade ingredient.

Key differentiators:

• Rare bioactivity profile – Only honeys with high TA can be positioned as medicinal. Jarrah and Marri regularly meet this threshold.
• Consistent antimicrobial stability – WA honeys often show sustained PA activity, remaining effective in moisture-rich environments.
• Unspoiled provenance – WA’s strict biosecurity and isolation from major contaminants ensure an antibiotic-free, residue-tested supply.
  

Why this matters for partners:

• Brands can differentiate with premium SKUs underpinned by science.
• Retailers and distributors gain a product with proven consumer education potential (TA grading is measurable and easy to communicate).
• WA honey provides a credible alternative to Manuka, allowing margin growth in an increasingly competitive category.

3. Commercial Applications Across Multiple Sectors

With the natural health market projected to exceed USD 38.5 billion by 2033, bioactive honey is establishing itself across:

• Retail & E-Commerce: Premium jarred honeys and single-serve sachets for direct-to-consumer functional food markets.
• Nutraceuticals & Supplements: Formulation into lozenges, syrups, capsules, or powders where assay-verified activity is a differentiator.
• Pharmaceutical & Medical Applications: Used in medical dressings and wound-care products, with demand driven by honey’s tested antimicrobial properties.
  

Why it’s commercially attractive:

• Documented consumer willingness to pay for lab-tested, natural inputs.
• Higher profit margins vs. standard honeys due to measurable differentiation.
• Relevance across multiple verticals — from wellness retail to healthcare supply chains.

Why WA Honey is a Strategic Ingredient

For businesses evaluating new product opportunities, active Western Australian honey delivers:

• Laboratory-backed credibility through TA and PA/NPA testing.
• Market differentiation via provenance and strict biosecurity.
• Commercial scalability across retail, nutraceutical, and medical markets.
  

As the natural health industry grows, WA honey offers a rare combination of science, provenance, and commercial viability, making it one of the strongest investment opportunities in functional nutrition today.

Why Testing Matters in Medicinal Honey

For businesses sourcing medicinal-grade honey, bioactivity testing is crucial. Consumers are no longer satisfied with vague claims, scientific validation is what builds trust, ensures compliance, and differentiates a premium honey product from ordinary honey. Testing methods provide clear, measurable data on a honey’s antibacterial strength, ensuring that buyers receive a product with proven medicinal benefits. Among the widely used methods, the Well-Diffusion Phenol Equivalent (WDPE) test remains the gold standard for measuring antimicrobial activity. Here’s how it works and why Western Australian active honey consistently ranks among the most potent medicinal honeys in the world.

1. The Well-Diffusion Phenol Equivalent (WDPE) Test – Measuring Total Activity (TA)

The Well-Diffusion Test is the industry-recognised method for assessing antibacterial capability in honey. It measures Total Activity (TA), which reflects the honey’s ability to inhibit bacterial growth in a controlled lab environment. How the WDPE Test Works:

1. A diluted sample of honey is placed into a small well inside a petri dish containing a thin layer of agar infused with bacteria (e.g., Staphylococcus aureus).
2. Over 24 hours, the honey’s antimicrobial compounds diffuse into the agar, preventing bacterial growth.
3. The bacteria-free zone around the honey sample is measured and compared to a phenol standard (a powerful antiseptic).
4. The result is expressed as Total Activity (TA), which represents the honey’s overall antibacterial potency.

What the TA Score Means

• TA10+ = Moderate antimicrobial strength
• TA20+ = Strong antimicrobial activity
• TA30+ = Highly active honey
• TA40+ and above = Exceptional capacity, often exceeding medical-grade honeys

Since this test measures both Peroxide Activity (PA) and Non-Peroxide Activity (NPA), it provides a more complete assessment of honey’s antibacterial power than single-factor testing.

Key takeaway: TA is the most widely accepted measure of honey’s medicinal potential, ensuring buyers receive products with scientifically verified antimicrobial strength.

2. Western Australian Active Honey vs. Manuka Honey – What the Data Shows

Manuka honey has long been recognised as a leading medicinal honey, supported by strong consumer awareness and established grading systems. However, scientific testing shows that Western Australian active honeys such as Jarrah, Marri, and Blackbutt offer distinct advantages, particularly in the area of Total Activity (TA).

Western Australian Active Honey (Jarrah, Marri, Blackbutt)

• Measured by Total Activity (TA) – a combination of Peroxide Activity (PA) and Non-Peroxide Activity (NPA).
• Strong Peroxide Activity (PA) delivers a stable antimicrobial effect when activated by moisture (e.g., saliva, wounds).
• Naturally rich in antioxidants and prebiotic compounds, supporting applications in gut health and immune-focused products.
• Proven bioactivity up to TA50+, placing it among the world’s most active natural honeys.
• Harvested from Western Australia’s disease-free forests, free from antibiotics, artificial feeding, or chemical intervention.
  

Manuka Honey (New Zealand)

• Measured by Non-Peroxide Activity (NPA), UMF™, and MGO (Methylglyoxal).
• Antimicrobial activity is primarily linked to MGO, which develops naturally as the honey ages.
• Manuka has strong market recognition and an established grading framework, making it a trusted choice for many businesses.
  

Key Takeaway:

Both Manuka and Western Australian honeys are premium, medicinal-grade products. The key difference lies in their activity profile: Manuka’s strength is linked to MGO and NPA, while Western Australian honeys consistently show high Total Activity, offering broad-spectrum, stable antimicrobial effects. For businesses, this means WA honey can complement or enhance product ranges already featuring Manuka, providing differentiation backed by science.

3. How Buyers Can Use These Insights to Make Better Decisions

For importers, retailers, and brands looking to source medicinal honey, relying on marketing claims is a high-risk approach. Instead, businesses should focus on third-party test results, transparent grading systems, and scientifically validated methodologies. Here’s how to apply this knowledge when sourcing honey:

1. Always Verify Total Activity (TA) Levels

• Request independent lab results showing WDPE test data for each batch.
• Ensure TA scores align with medicinal use - TA30+ is the benchmark for high bioactivity.

2. Understand the Stability of Bioactive Compounds

• Western Australian honey provides stable antimicrobial effects when exposed to moisture, making it ideal for functional foods, supplements, and topical applications.
• Manuka’s MGO-based activity can degrade over time, meaning storage conditions impact its effectiveness.

3. Choose Honey That Aligns with Your Market and Product Needs

• Functional food & supplement brands should prioritise stable bioactivity and proven prebiotic effects (e.g., Western Australian Jarrah).
• Medical and pharmaceutical industries should look for high TA scores and independent verification of antimicrobial strength.
• Retailers and wellness brands should ensure their honey is sustainably sourced, free from artificial treatments, and compliant with export regulations.

The Future of Medicinal Honey Testing

As consumer demand for scientifically validated honey grows, businesses that prioritise test-backed, high-TA products will hold a significant advantage in the global market.

Western Australian honey’s combination of high TA, strong PA/NPA balance, and stable bioactivity makes it a superior choice for medicinal and functional applications. With ongoing research and improved honey grading systems, buyers now have access to better data, clearer sourcing standards, and more reliable supply chains than ever before.

For businesses looking to source premium active honey with proven bioactivity, the next step is simple:

Demand transparency, request independent test results, and choose honey that offers verified medicinal benefits, backed by science, not just marketing.

Why Western Australian Honey Stands Apart

Not all honey is created equal. While many consumers recognise the medicinal properties of honey, few understand what sets Western Australian honey apart from the rest. Its rarity is not just a marketing claim, it is backed by geographic isolation, unique floral sources, and scientifically measured bioactivity. As demand for high-strength medicinal honey continues to rise, Western Australian honey is emerging as a true competitor to Manuka honey, offering high Total Activity (TA), Non-Peroxide Activity (NPA), and Peroxide Activity (PA) with superior purity. Here’s what makes it unique.

1. TA, NPA & PA – Understanding Honey's Bioactive Strength

When assessing the medicinal properties of honey, the industry relies on Total Activity (TA), Non-Peroxide Activity (NPA), and Peroxide Activity (PA).

• Total Activity (TA) measures the overall antibacterial potency, combining both peroxide-based and non-peroxide-based activity.
• Non-Peroxide Activity (NPA) refers to honey’s antimicrobial power that remains stable over time, even when exposed to heat and light.
• Peroxide Activity (PA) is driven by the natural production of hydrogen peroxide, giving honey its short-term antibacterial effect.

Unlike many honey types that rely solely on PA, Western Australian honeys, particularly Jarrah and Marri, contain high levels of both NPA and PA, making them highly effective for wound care, immune support, and gut health applications.

Key takeaway: Western Australian honey delivers a powerful combination of bioactivity, ensuring both immediate and long-term medicinal benefits.

2. A Unique Geographic Origin – Rarity Defined by Isolation

Western Australia’s pristine, biodiverse environment makes its honey unlike any other in the world. The region is home to some of the rarest, most potent nectar sources, including:

• Jarrah (Eucalyptus marginata) – Known for its high NPA, strong antimicrobial properties, and naturally low glucose levels, making it ideal for wound healing and diabetic-friendly products.
• Marri (Corymbia calophylla) – Offers high TA and strong peroxide-based bioactivity, with research suggesting its potency rivals or exceeds that of Manuka honey.
• Blackbutt/Yarri (Eucalyptus patens) – A lesser-known but highly active medicinal honey, rich in antioxidants and antibacterial compounds.

Due to Western Australia’s strict biosecurity laws, honey from this region remains untouched by pests and diseases that affect global honey markets. Unlike other regions where chemical treatments and antibiotic use are common, WA honey is produced naturally, free from synthetic interventions.

Key takeaway: Geographic isolation and rare floral sources make Western Australian honey one of the purest and most medicinally potent honeys in the world.

3. The Science Behind Medicinal-Grade Honey

Scientific validation is what separates medicinal honey from ordinary table honey. Western Australian honey is backed by rigorous third-party testing, government certifications, and research-driven grading methods.

• The Jarrah Factor™ – A proprietary grading system that assesses the overall medicinal value of Jarrah honey, combining antimicrobial strength, antioxidant levels, and sugar composition.
• Low GI Studies – Research confirms Jarrah and Marri honey support blood sugar regulation, making them a superior alternative for diabetic-friendly and functional food markets.
• Superior Antioxidant Content – Compared to Manuka, Jarrah honey has been shown to contain higher levels of polyphenols and flavonoids, contributing to anti-inflammatory and immune-boosting benefits.

Buyers looking to position Western Australian honey as a premium medicinal product require scientifically validated data, clear grading structures, and independent lab results.

Key takeaway: Research-backed grading systems and third-party validation ensure that WA honey meets the highest medicinal honey standards.

Why Western Australian Honey is the Future of Medicinal Honey

With consumers demanding transparency, scientific proof, and truly functional ingredients, Western Australian honey presents a rare and powerful opportunity for brands looking to lead in the medicinal honey space. Its high TA, NPA, and PA, combined with geographic exclusivity and strict purity standards, make it an elite choice for businesses in:

• Health & Wellness – Functional foods, immune support supplements, and gut health applications.
• Pharmaceutical & Wound Care – Natural antibiotic alternatives for topical applications and medical-grade honey formulations.

For businesses seeking a rare, scientifically validated honey with a competitive edge, Western Australian honey represents the next evolution of bioactive, medicinal honey.

Why the Right Honey Supplier Matters

For businesses looking to expand their product lines, differentiate in the health and wellness space, or meet rising consumer demand for functional foods, sourcing the right honey is critical. The wrong supplier can lead to inconsistent quality, regulatory roadblocks, and missed market opportunities. The right one unlocks scalability, scientific credibility, and long-term brand trust. So, what should buyers look for in a premium honey supplier?

1. Clarity in Product Sourcing and Validation

A strong supply chain starts with transparency. Buyers should have:

• Access to third-party test results, verifying bioactivity, purity, and potency.
• Clear documentation of certifications and accreditations, ensuring compliance with international food safety standards.
• A structured grading system that goes beyond generic labels and provides meaningful differentiation.

Without this, businesses risk misrepresenting their products, facing regulatory challenges, or offering consumers an inferior product.

Key takeaway: Choose a supplier that provides real-time access to batch-specific data and independently verified reports.

2. Confidence in Scalability and Export Support

For brands selling honey internationally, logistics and compliance can quickly become barriers to growth. A supplier should:

• Offer bulk packaging solutions that meet different market needs, from retail-ready jars to industrial-size formats.
• Provide end-to-end export assistance, including tariffs, labelling, and import documentation.
• Have a consistent and scalable supply chain, ensuring availability even as demand increases.

Supply disruptions, sudden regulatory shifts, and packaging inefficiencies can stall a product’s success before it even launches.

Key takeaway: Work with suppliers that streamline export logistics and provide scalable solutions suited to different market needs.

3. Options for Private Label, Contract Packing, and Customisation

Not all businesses want to sell the same product under the same brand. Private label and contract packing allow brands to:

• Launch with a fully compliant product without the need for costly infrastructure investments.
• Control branding, messaging, and product differentiation, maintaining exclusivity in their markets.
• Expand their portfolio with minimal operational overhead, leveraging an established supplier’s expertise.

For companies looking to grow in the honey sector or enter new product categories, these services provide faster speed to market and lower capital investment risks.

Key takeaway: Partnering with a supplier that offers private label and contract packing creates a flexible, high-margin business model.

4. A Simplified Platform for Product Updates and Industry Insights

Many businesses struggle to keep up with changing regulations, evolving consumer trends, and emerging scientific discoveries. A supplier should make it easier to:

• Stay updated on product availability, new certifications, and industry shifts.
• Access educational resources on medicinal honey applications, enabling stronger marketing and sales positioning.
• Receive tailored insights based on business needs, ensuring alignment with market trends.

Having a single, streamlined platform for all sourcing, compliance, and education needs eliminates guesswork and empowers businesses to make faster, data-driven decisions.

Key takeaway: A supplier that prioritises transparency and education is an asset to any growing brand.

Making the Right Move in the Honey Industry

Sourcing premium honey is more than just a purchase, it’s an investment in product quality, brand reputation, and long-term market success. The best suppliers provide clarity, confidence, flexibility, and ongoing support, allowing businesses to focus on growth instead of supply chain headaches. For those looking to streamline honey sourcing, product development, and international expansion, the next step is clear: find a supplier that does more than just sell honey, one that builds long-term solutions for success.

Why a Full-Service Honey Supplier Matters

Expanding a honey business, whether through bulk supply, private label, or innovative product development, requires more than just sourcing raw honey. It takes a structured supply chain, export compliance, and product validation to ensure success in both domestic and international markets.

The challenge? Many brands face logistical bottlenecks, inconsistent quality, and regulatory hurdles that slow down expansion. A supplier offering end-to-end services removes these barriers, allowing businesses to focus on growth, differentiation, and consumer trust. Here’s how the right services can simplify sourcing, packaging, and distribution while helping businesses scale effectively.

1. Bulk Honey Supply – Scaling with Confidence

Businesses need flexibility in how they source honey, whether for wholesale distribution, food production, or direct consumer sales. A strong bulk supply partner should offer:

• Multiple packaging formats to suit storage and production needs, including 14kg cubes, 28kg pails, 305kg drums, and 1400kg IBCs.
• Guaranteed traceability and third-party certifications, ensuring every batch meets medicinal-grade purity standards.
• Customised logistics support, making bulk shipments seamless, whether delivered domestically or exported internationally.

Without reliable supply, brands risk inconsistent product availability, higher costs, and delays in meeting customer demand.

Key takeaway: A scalable bulk supply service ensures brands can confidently expand without worrying about disruptions in product availability.

2. Private Label & White Label – Launch a Branded Honey Line with Ease

For businesses looking to establish their own honey brand, private label and white label solutions provide faster market entry without the complexity of production and compliance. Key benefits include:

• Custom packaging options, from glass jars and PET containers to single-serve sachets tailored for retail or foodservice.
• Regulatory compliance and accreditation support, ensuring products meet international food safety and labelling standards.
• Efficient production turnaround, allowing brands to scale while maintaining a consistent, high-quality product.

Many brands struggle with finding the right balance between quality, cost, and differentiation. A structured private label solution allows businesses to maintain exclusivity while leveraging an existing production infrastructure.

Key takeaway: Private label services allow brands to expand their product portfolio without the heavy investment in manufacturing.

3. Contract Packing – Flexible Solutions for Custom Needs

For businesses that already own honey but need a reliable packing facility, contract packing services provide a cost-effective and compliant solution. A strong contract packing partner should offer:

• Accredited production lines capable of handling different formats, from large-scale industrial packaging to retail-ready SKUs.
• Quality control and product testing, ensuring honey maintains its bioactivity, purity, and shelf stability post-packing.
• Storage and logistics integration, allowing businesses to focus on sales while production and fulfilment are handled externally.

Packing inefficiencies often lead to delays, inconsistent branding, and compliance risks. Working with an accredited facility eliminates these pain points while ensuring a streamlined supply chain.

Key takeaway: Contract packing services allow brands to scale packaging without investing in infrastructure, keeping costs predictable and efficiency high.

4. Export Logistics & Compliance – Removing Barriers to International Growth

Selling honey internationally requires expertise in export regulations, tariff classifications, and customs clearance. A supplier offering full export support should provide:

• Comprehensive documentation assistance, including Certificates of Analysis, health certificates, and origin documentation.
• Tariff classification and import regulation guidance, ensuring smooth entry into foreign markets.
• Optimised shipping solutions, reducing freight costs while maintaining product integrity during transit.

Without structured export support, businesses risk delays, customs rejections, and increased costs, which can limit their ability to compete in global markets.

Key takeaway: A well-managed export service makes international expansion faster, more predictable, and compliant with all regulatory requirements.

5. Research & Product Development – Creating the Next Generation of Honey-Based Products

Innovation drives differentiation. Businesses looking to expand beyond traditional honey sales can leverage research and development services to create unique, science-backed products. This includes:

• Immune-boosting and gut-health formulations, backed by research on honey’s antimicrobial and anti-inflammatory properties.
• Custom-blended honey products for beauty, wellness, and supplement industries, increasing the value and applications of medicinal honey.

Developing new products can be complex, requiring expertise in formulation, packaging, and compliance. A supplier with R&D capabilities provides market-ready solutions that meet evolving consumer demands.

Key takeaway: R&D services allow brands to create high-value, innovative honey-based products that stand out in competitive markets.

6. A Simplified Platform for Buyers – Clarity, Confidence, and Full Support

Businesses need more than just a supplier, they need a strategic partner that provides ongoing support, education, and clarity. A structured buyer platform should offer:

• Real-time product updates and accreditation tracking, ensuring businesses always have the latest compliance documentation.
• Educational resources on market trends, consumer demand, and regulatory changes, helping brands position themselves effectively.
• A direct support system for inquiries, logistics coordination, and custom orders, eliminating delays and miscommunication.

Many brands struggle with keeping up with changing regulations, ingredient sourcing challenges, and shifting consumer expectations. A platform that centralises information, provides education, and streamlines ordering simplifies these challenges.

Key takeaway: A supplier with a well-structured buyer platform enables businesses to stay informed, remain compliant, and scale with confidence.

The Right Services Drive Business Growth

Scaling a honey business requires the right supply chain, the right packaging solutions, and the right export expertise. Businesses that leverage full-service support, from sourcing and logistics to R&D and compliance, position themselves for smoother operations, better market positioning, and faster international growth.

For brands looking to expand, differentiate, or launch new honey-based products, the next step is clear: work with a supplier that provides a complete, strategic solution rather than just a commodity.