This year's show featured more than 250 exhibitors showcasing everything from sophisticated plant-based foods and functional beverages to organic produce, clean-beauty products and eco-friendly lifestyle goods. The three-day event at the Cape Town International Convention Centre attracted thousands of wellness enthusiasts, foodies and conscious consumers from across South Africa, the continent and as far afield as Europe, Asia and the Middle East.
Wellness Transitions from Niche to Economic Force
Dr Golden Mahove, founder and CEO of pan-African economic advisory consultancy Ndarama Works, a new strategic partner for this year's show, described a fundamental evolution in how wellness is understood and consumed. "What we are witnessing is the emergence of an integrated wellness economy that spans agriculture, gastronomy, hospitality, health products and cultural experiences. Wellness is no longer a niche lifestyle trend but a significant economic and cultural force across Africa," said Dr Mahove.
Based on the themes emerging at this year's show, key wellness trends gaining momentum in 2026 include holistic wellness replacing "all-or-nothing" health trends, functional foods and beverages booming, plant-forward eating becoming mainstream, clean beauty and conscious living reshaping consumer choices, and convenience-driven wellness becoming essential.
The Rise of Functional Foods in African Markets
A study of Gambian consumers found that attitudes towards functional foods are strongly correlated with perceived health benefits, and willingness to consume these products increases with these beliefs. The study revealed that family and friends significantly contribute to functional food knowledge dissemination, while age, health status and education significantly influence consumer awareness.
Researchers noted that many consumers still lack sufficient knowledge to make informed functional food choices, though they are generally open to adopting these products if the benefits are clearly communicated and product attributes align with their needs and preferences.
The African Food Market Gets a Refresh
The retail landscape for South African food is being remixed with a higher proportion of plant-based, functional and better-for-you products. Entrepreneurs are recognising that the plant-based opportunity in Africa is not a simple Western import but a local innovation waiting to happen. As the show's exhibitor list reflects, the food market is being forced to become more conscious.
From fermented foods that promote gut health to indigenous grains being rediscovered for their nutritional and environmental benefits, African consumers are increasingly seeking products that serve a purpose beyond basic nutrition. Plant-based alternatives to meat and dairy are also seeing growth, though price sensitivity remains a significant factor for many households.
The African Wellness Revolution: A Growing Opportunity
Experts say opportunities for the African wellness revolution go well beyond catering to luxury lifestyles. Growing demand for affordable, accessible wellness solutions represents a significant opportunity for innovation across the continent. "What we see in South Africa and across Africa is the emergence of an integrated wellness economy that spans agriculture, gastronomy, hospitality, health products and cultural experiences," said Dr Mahove.
The Good Life Show is set to return to the Cape Town International Convention Centre from 4 to 6 August 2027, building on this year's success and the growing momentum of the wellness movement across the continent.
With reporting from The Good Life Show, Ndarama Works, and The Sun.
