The wellness trends that defined 2024: a look into South Africa’s health revolution
The wellness industry has been evolving at a staggering pace and South Africa is no exception. In 2024, wellness trends not only reflected a desire for better health but also embraced innovation, accessibility and personalisation.
From groundbreaking health tech to the rising awareness of gut health, the year was a testament to how far the industry has come.
Healthtech in South Africa
South Africa has become a hub for health tech innovation, with companies adopting advanced tools to make healthcare more accessible. The Covid-19 pandemic catalysed this transformation, pushing healthcare providers and patients to embrace digital solutions.
The health tech landscape in Africa is growing rapidly, with the digital health market projected to increase by 15.42% annually between 2023 and 2027, reaching a market volume of $10.42 billion by 2027 (Statista Market Insights).
This surge is being driven by mobile health (mHealth), telemedicine and artificial intelligence (AI), all of which are reshaping how care is delivered.
Mobile health (mHealth): South Africa’s high mobile penetration rate has made mHealth one of the most significant wellness trends in 2024.
mHealth leverages smartphones and wearables to provide real-time health data, track metrics like heart rate and sleep and offer direct access to healthcare information.
For instance, fitness trackers such as Fitbit and Garmin have gained immense popularity, allowing users to monitor their steps, calorie intake, and overall health.
These apps not only empower individuals to take control of their health but also help doctors remotely monitor patient conditions.
Telemedicine: Telemedicine has revolutionised healthcare delivery in South Africa, particularly in rural areas where access to hospitals and clinics is limited.
Platforms offering teleconsultations, real-time video communication, and remote monitoring enable patients to receive care without leaving their homes.
For example, a patient can now consult a doctor about non-emergency issues via video call or use remote monitoring devices to track vital signs like blood pressure and oxygen levels.
This trend has made healthcare more convenient and accessible, especially for those in underserved communities.
Artificial intelligence: AI has been a transformative force in the wellness industry, and its applications in health tech are growing exponentially. According to Precedence Research, AI in health is expected to grow by 37% annually from 2022 to 2030.
An excellent example of this is glucose monitoring technology.
Devices like the FreeStyle Libre 2 use AI-powered sensors to provide continuous glucose readings, helping people with diabetes manage their condition more effectively.
AI is also being used in diagnostics and personalised treatment plans, making healthcare smarter and more efficient.
Medical weight loss takes centre stage
Weight loss management saw a significant shift in 2024, with medical interventions gaining traction in South Africa.
From bariatric surgery to weight-loss medications, innovative solutions are becoming more mainstream, offering people safer and more effective options.
One standout development is the rise of GLP-1 receptor agonists (GLP-1RAs), a class of drugs that help regulate appetite and blood sugar.
A study published in JAMA revealed that between 2020 and 2023, prescriptions for GLP-1RAs among young people aged 12 to 25 increased by 594%.
This trend was particularly pronounced among adolescent girls, reflecting a growing focus on medical weight loss solutions.
The digestive health boom
In recent years, gut health has become a cornerstone of wellness, with consumers prioritising digestion to enhance overall well-being. The stomach, often referred to as the “second brain,” plays a crucial role in health, influencing everything from mood to immunity.
Factors like travel, changing diets, and the rise of GLP-1 drugs have fuelled the demand for gut-friendly foods and supplements.
Prebiotics and probiotics, which promote a balanced gut microbiome, have become household names. Products like kombucha, kefir and fermented foods gained popularity, while brands introduced innovative supplements to cater to this growing demand.
Biohacking: The quest for longevity
Biohacking or using technology and lifestyle changes to optimise health, captured the imagination of wellness enthusiasts in 2024.
South Africans embraced practices like intermittent fasting, cold exposure and wearable tech to enhance performance and extend longevity.
For example, smart rings and advanced fitness trackers are helping users monitor sleep quality, heart rate variability and stress levels, empowering them to make data-driven decisions about their health.
This trend reflects a broader shift toward personalized wellness, where individuals take proactive steps to improve their quality of life.
The 75 Hard Challenge
Social media played a significant role in wellness trends this year, with the 75 Hard Challenge making waves.
This mental and physical discipline challenge requires participants to follow a strict routine for 75 days, including daily workouts, clean eating, and reading self-development books.
While critics argue that such challenges can be overly rigid, proponents believe it fosters resilience and accountability. Fitness influencers across South Africa touted the program as a way to strengthen both body and mind, inspiring thousands to take on the challenge.
As we look ahead, it’s clear that these trends are more than just fads—they represent a seismic shift in how we define health and wellness.
Whether through health tech innovations, gut health awareness or biohacking, the pursuit of a healthier, more balanced life is here to stay.