Spurred on by tech innovations, emerging research and a renewed focus on health in the post-pandemic years, the global wellness industry shows no sign of slowing down
Research conducted by the Global Wellness Institute found that the global wellness economy was worth $6.3 Trillion by the end of 2023 and is expected to reach $9 Trillion by 2028.
In South Africa, the wellness sector is currently valued at around R87 billion, with growth in everything from supplements to holistic health treatments to digital fitness apps. As we move into 2025, what trends are emerging in this booming wellness industry, both locally and globally?
Biohacking for everyday wellness
Biohacking— the practice of making small changes to our diet and lifestyle to optimise our physical and mental health – is fast moving from being a fringe practice to seeing mainstream adoption. These changes can include natural methods, such as optimising gut health through eating fermented foods, or adjusting lighting to align with circadian rhythms. It can also include using tech too; wearables like the Oura Ring and continuous glucose monitors are helping people track their health metrics in real time more precisely than ever. The widespread availability of this information via podcasts such as the Huberman Lab or Peter Attia Drive, for example, means that more people than ever will be embracing biohacking techniques to improve their health in the years to come.
Wellness tourism growth
The wellness trend is becoming heavily integrated with the global tourism sector as people seek a way to combine their health and fitness with travel in a more personalised travel experience. South Africa has a significant opportunity to grow its wellness tourism sector specifically thanks to our natural beauty, rich cultural heritage and a wealth of indigenous healing practices and locally-grown health substances.
For local businesses, this may also mean more demand for wellness-focused offerings such as yoga retreats, marine conservation expeditions and health food brands, or adding on more wellness initiatives to existing businesses, such as yoga classes or trail running expeditions offered to hotel guests.
Psychedelic-assisted therapy
Once considered taboo, psychedelic-assisted therapies such as psilocybin and MDMA for conditions like PTSD, depression and anxiety are gaining in popularity and acceptance. Studies such as one published by the John Hopkins Medical School in 2022 have shown that psilocybin therapy significantly alleviates depression. In 2025, countries like Australia and parts of the US are expected to expand legal access to these treatments following regulatory approvals.
Meanwhile, biotech companies such as Compass Pathways are currently engaged in clinical trials to investigate the effectiveness of psilocybin in treating depression, PTSD and anorexia nervosa. As societal taboos diminish, these kinds of therapies could redefine mental health treatment – especially for patients who have previously not seen success with conventional methods.
Redefining men’s wellness
Men’s wellness has traditionally focused specifically on physical fitness, but in 2025, this will also expand to mental and emotional well-being. This expansion can be seen in the rise of male wellness programmes such as Evryman, a men’s mindfulness circle that encourages connection and community to unlock what’s been missing or disconnected for men. Other initiatives, such as HeadsUpGuys, are aimed at providing mental health resources specifically for men who may be prone to depression or other mental health disorders. In South Africa, community-driven initiatives such as the Men’s Shed Association also focus on helping men improve and maintain their physical and mental well-being.
Continued focus on mental health
Increased priority on mental health has grown in earnest since the 2020 pandemic and shows no signs of stopping through 2025. Corporates and individuals now recognise that mental health is inextricably linked to physical health, whether it’s adopting better lifestyle habits to prevent burnout or reducing stress to improve heart health. In South Africa, medical aids are following this trend, offering more mental health resources than ever for their members. Fedhealth members, for example, get access to the October Health app, which contains educational resources, individual virtual consultations with registered counsellors, as well as access to daily support group sessions and themed sessions each month.
AI-powered personalised wellness
AI technology has already revolutionised wellness by delivering hyper-personalised health solutions to individuals. Tools like the Fitbit Sense smart watch and the WHOOP Band use AI technology to analyse users’ biometrics to optimise workouts, monitor sleep quality and even detect stress patterns. Other apps, such as Lumen and Noom, use virtual AI coaches to give users tailored advice to help people with their fitness or weight goals. While AI may not be replacing the value of health and fitness professionals anytime soon, it’s making significant progress in helping individuals optimise their lives in a relatively low cost and highly convenient way.
The wellness landscape of today is as much about individual well-being as it is about enhancing our connection with the environment and each other. From referencing the old, such as getting back to the basics of what health really means, to looking to the new, such as incorporating AI technology in our set of health resources, wellness trends are evolving for the collective benefit of all. Here’s to a society that’s happier, healthier, and more conscious as we move through 2025 and beyond.
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