GROWING DEMAND FOR HEALTH AND WELLNESS PRODUCTS FUELS NEW BUSINESS OPPORTUNITIES

Livinus Chibuike August 6, 2026

06 August 2026 – South Africa’s growing appetite for health, wellness and sustainable living products is creating new opportunities for entrepreneurs across the organic and natural products value chain. This momentum will be on display at the Johannesburg edition of Organic & Natural Products Expo Africa, taking place at the Sandton Convention Centre from 7 to 9 August 2026, where producers, retailers, buyers and industry stakeholders will come together to explore new business opportunities and industry trends. Standard Bank is the headline sponsor of the event.

The expo has become a key platform connecting entrepreneurs and businesses with customers, buyers and potential partners in a sector that is increasingly moving from niche consumer interest to mainstream market opportunity.

The growth reflected at the expo is underpinned by strong market fundamentals. According to research by IMARC Group, South Africa’s health and wellness market is projected to grow from US$27.9 billion in 2025 to US$42.5 billion by 2034, at a compound annual growth rate (CAGR) of 4.56% between 2026 and 2034. Rising consumer interest in preventative healthcare, nutrition, fitness and natural wellness solutions continues to create opportunities for businesses operating across the sector.

The Organic & Natural Products Expo Africa reflects this broader market shift. Since launching its Johannesburg edition in 2022, the event has expanded significantly, attracting increasing participation from entrepreneurs, manufacturers and buyers from South Africa and abroad. The expo now serves as an important route-to-market platform for businesses seeking to access new customers, build partnerships and explore export opportunities.

“As consumer preferences evolve, we are seeing growing demand for products that support healthier lifestyles and more sustainable patterns of consumption,” says Deenash Pillay, Head of Small Enterprises at Standard Bank Business and Commercial Banking.

“The growth of the Johannesburg edition of the Organic & Natural Products Expo Africa mirrors the momentum we are seeing across the sector itself. More businesses are entering the market, consumers are seeking healthier and more sustainable alternatives, and buyers are increasingly looking for innovative products that meet these needs.”

For Warren Hickinbotham, Co-Founder of Organic & Natural Products Expo Africa, “The expo has become an important platform for connecting entrepreneurs with market opportunities. The continued expansion of the sector is creating opportunities for entrepreneurs operating across organic food and beverages, natural personal care, wellness products, sustainable packaging, renewable energy solutions and other environmentally conscious industries.”

This presents a significant opportunity for South Africa’s SME sector. Small businesses remain a critical driver of economic activity, innovation and job creation, while emerging consumer trends are creating new avenues for entrepreneurs to scale and diversify their businesses.

As headline sponsor of the Johannesburg edition, Standard Bank will participate in discussions focused on strengthening market access, improving business capability and helping entrepreneurs identify opportunities in fast-growing sectors of the economy.

“The businesses participating in this sector are demonstrating remarkable innovation and resilience,” adds Pillay. “From organic producers and natural wellness brands to sustainable product manufacturers, entrepreneurs are responding to changing consumer expectations while building businesses that contribute to economic growth and job creation.”

The Johannesburg event will bring together entrepreneurs, practitioners, policymakers and industry leaders to explore opportunities across the organic and natural products ecosystem, reinforcing the sector’s growing contribution to South Africa’s economy and future growth potential. The conference programme will feature discussions on funding, export support, retail market access and brand building.