How brands can capitalise on Africa’s health and wellness trend

Indeed, the Global Wellness Institute, a non-profit that educates the public and private sectors about preventative health and wellness, has identified Africa as the next frontier in global wellness.  

As disposable income rises on the continent, more consumers spend money on health, nutrition, fitness and self-care – all facets of the wellbeing economy. A survey by the IMARC Group, an international market research company, indicates that the West African health and wellness market is expected to grow at above 4% from 2024 to 2032, fuelled by increasing health consciousness and a shift towards preventive care.  

Currently, South Africa has a well-established health and wellness market, with Kenya not far behind, based on its preference for low processed food and beverages. This makes it easier for health and wellbeing brands to find traction in the market, says Christopher Day, senior analyst at data analytics company Euromonitor International.  

Challenges to wellness – and the opportunities 

Encouragingly, Africans are ahead of the global curve when it comes to health awareness. A recent Ipsos Global Trend study shows that 90% of Africans surveyed believe eating well is critical to maintaining good health (as against the global average of 84%), and 92% feel they need to do more to look after themselves physically (compared to only 84% globally).   

At the same time, economic realities have undermined their good intentions, cautions Ato Micah, CEO of Maverick Research, a market research company based in Ghana.  

“Before the Covid-19 pandemic, there was greater awareness of the need to test for lifestyle diseases and watch what you eat,” he says. “However, severe economic recession, high inflation and the erosion of purchase power have led people to buy affordable, convenient food that provides sustenance. Unfortunately, it’s often high in calories, sugar and salt.”  

Many governments across Africa are taking steps to combat the rise of non-communicable diseases.  

For, example, Nigeria is believed to be the first African country to set mandatory sodium benchmarks for processed and pre-packaged food, while South Africa introduced a Health Promotion Levy on sugar-sweetened beverage in 2018. In June 2025, Kenya announced that it plans to clamp down on the marketing of unhealthy foods, particularly sugary and fatty foods targeting children. 

There is a gap in the market to introduce healthier products at a price consumers can afford – but there are other gaps, too. Brands have a chance to redefine wellness marketing and develop empowering solutions. So, which trends can they tap into?  

Read more about Africa’s health and wellness trend in the new, bumper, issue (Issue 2 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. Find the Digital Edition here.  A print edition is also available.