CONSUMER TRENDS

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

By our African Marketing Confederation News Team | 2025

Increasingly, African consumers are seeking health and wellbeing in their daily lives. How should marketers meet this need?

Globally, the wellness economy is valued at over US$5.6-trillion, encompassing everything from personal care to workplace wellness and wellness tourism. While Africa’s share of this economy is relatively small, its growth potential is significant.  

Photo: Kampus Production from Pexels

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 will be available shortly. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.