South Africa’s growing demand for health, wellness and sustainable living products is creating fresh opportunities for entrepreneurs and small businesses operating across the organic and natural products value chain.
The growing market is expected to come into focus at the Organic & Natural Products Expo Africa, taking place at the Sandton Convention Centre in Johannesburg from August 7 to 9, 2026. The event is bringing together producers, retailers, buyers, entrepreneurs and other industry stakeholders to explore emerging business opportunities and consumer trends.
The shift reflects changing consumer preferences, with more South Africans showing interest in preventative healthcare, nutrition, fitness, natural wellness products and environmentally responsible consumption.
Research cited by Engineering News estimates that South Africa’s health and wellness market could grow from $27.9 billion in 2025 to $42.5 billion by 2034, representing an annual compound growth rate of 4.56% between 2026 and 2034.
For entrepreneurs, the expansion presents opportunities across several areas, including organic food and beverages, natural skincare and personal-care products, wellness solutions, sustainable packaging and renewable-energy products.
The Johannesburg expo has increasingly become a platform for businesses seeking to connect with customers, retailers, potential investors and international buyers. Since its Johannesburg edition was launched in 2022, participation has expanded, reflecting the growing commercial potential of the sector.
Standard Bank, the headline sponsor of the event, is also expected to participate in discussions focused on improving market access and strengthening the capabilities of small and medium-sized businesses.
Deenash Pillay, Head of Small Enterprises at Standard Bank Business and Commercial Banking, said changing consumer preferences are creating opportunities for businesses offering healthier and more sustainable alternatives.
The event's organisers also identified export opportunities, retail access, funding and brand development as important areas for entrepreneurs looking to scale their businesses.
For South Africa’s SME sector, the development could have wider economic implications. Small businesses remain important contributors to employment and innovation, while growing demand for sustainable products is opening new avenues for entrepreneurs to develop and diversify their offerings.
The expansion of the health and wellness market also highlights a broader shift in consumer behaviour across Africa, where interest in healthier lifestyles and environmentally conscious products is increasingly influencing purchasing decisions.
As businesses respond to these changing preferences, entrepreneurs with innovative products and strong market strategies could find opportunities to build new brands, expand distribution networks and enter regional and international markets.
The Johannesburg expo therefore provides more than a platform for showcasing products; it offers businesses an opportunity to connect with buyers, explore partnerships and better understand the direction of one of South Africa’s emerging consumer markets.