Seen Here: Warren Hickinbotham, Co-Founder of Organic & Natural Products Expo Africa. Photo Credit: Supplied
JOHANNESBURG – South Africa’s rapidly expanding health and wellness industry is unlocking significant opportunities for entrepreneurs, manufacturers and small businesses as consumer demand for healthier, natural and sustainable products continues to accelerate.
The sector’s impressive growth will take centre stage at the Organic & Natural Products Expo Africa, taking place at the Sandton Convention Centre from 7 to 9 August 2026, where producers, retailers, buyers, investors and industry leaders will gather to explore emerging trends, forge partnerships and unlock new business opportunities. Standard Bank is the headline sponsor of this year’s Johannesburg edition.
Once regarded as a niche market, the organic and natural products industry has evolved into one of South Africa’s fastest-growing consumer sectors, driven by increasing awareness of preventative healthcare, healthier lifestyles and environmentally responsible consumption.
A market on the rise
Strong industry fundamentals continue to fuel the sector’s expansion.
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, representing a compound annual growth rate (CAGR) of 4.56% between 2026 and 2034.
The sustained growth is being driven by rising consumer demand for nutritious food, natural personal care products, fitness solutions, preventative healthcare and environmentally sustainable alternatives.
Industry experts believe these changing consumer preferences are creating unprecedented opportunities for entrepreneurs looking to enter or expand within the sector.
Seen Here: Deenash Pillay, Head of Small Enterprises at Standard Bank Business and Commercial Banking Photo Credit: Supplied
Expo reflects industry’s rapid growth
Since its Johannesburg launch in 2022, the Organic & Natural Products Expo Africa has experienced remarkable growth, attracting an increasing number of local and international exhibitors, buyers and industry stakeholders.
The event has established itself as a leading business platform that connects entrepreneurs with retailers, distributors, investors and export markets while showcasing innovation across the organic and natural products value chain.
Speaking ahead of the event, Deenash Pillay, Head of Small Enterprises at Standard Bank Business and Commercial Banking, said the sector’s momentum reflects broader shifts in consumer behaviour.
“As consumer preferences evolve, we are seeing growing demand for products that support healthier lifestyles and more sustainable patterns of consumption,” said Pillay.
“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.”
Unlocking opportunities for SMEs
The continued expansion of the health and wellness industry presents significant opportunities for South Africa’s small and medium-sized enterprises (SMEs), which remain key contributors to economic growth, innovation and employment creation.
Entrepreneurs operating across diverse sectors—including organic food and beverages, natural skincare, wellness products, renewable energy, eco-friendly packaging and sustainable manufacturing—are increasingly finding new markets for their products.
According to Warren Hickinbotham, Co-Founder of Organic & Natural Products Expo Africa, the event continues to play a vital role in helping businesses access those opportunities.
“The expo has become an important platform for connecting entrepreneurs with market opportunities,” said Hickinbotham.
“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.”
Building stronger businesses
As headline sponsor, Standard Bank will actively participate in discussions focused on strengthening entrepreneurship, improving market access and helping businesses unlock growth opportunities within one of the country’s fastest-growing industries.
Conference sessions will cover critical topics including funding, export readiness, retail market access, business capability development and brand building.
Pillay believes South African entrepreneurs are well positioned to capitalise on changing market dynamics.
“The businesses participating in this sector are demonstrating remarkable innovation and resilience,” he said.
“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.”
A sector driving sustainable growth
Beyond showcasing innovative products, the Johannesburg edition of the Organic & Natural Products Expo Africa will bring together entrepreneurs, policymakers, investors and industry experts to explore the future of sustainable business in South Africa.
As demand for healthier lifestyles and environmentally conscious products continues to rise, the event underscores the growing importance of the organic and natural products sector as a driver of entrepreneurship, investment, employment and inclusive economic growth.
For many businesses, the expo represents more than a trade exhibition—it is a gateway to new partnerships, expanded markets and long-term growth in an industry that is reshaping the future of consumer spending in South Africa.
