South Africa's Ashwagandha Rush: Why Millions Are Turning to Ancient Herb

June 13, 2026 5 min read

Pharmacies and health stores across South Africa are reporting a sharp rise in demand for ashwagandha, an ancient medicinal herb long used in Ayurvedic practice. The plant, whose scientific name is Withania somnifera, has moved from niche supplement to mainstream remedy in under three years, with retailers struggling to keep shelves stocked. The trend reflects broader shifts in how South Africans manage stress, sleep disorders, and chronic fatigue in an economy that continues to strain household budgets.

Rising Demand Across Urban Centres

In Johannesburg, Cape Town, and Durban, health retailers say ashwagandha sales have climbed steadily since 2021. Several independent pharmacies in Gauteng told local media that customers now ask for the herb by name, a level of brand recognition that was virtually nonexistent five years ago. Dis-Chem and Clicks, two of the country's largest pharmacy chains, have expanded their herbal supplement sections to accommodate growing interest. The herb is sold in capsule, powder, and tincture forms, with prices ranging from around 150 to 400 rand per month's supply depending on dosage and brand.

Online retailers have also capitalised on the surge. Takealot, South Africa's biggest e-commerce platform, lists dozens of ashwagandha products, with several brands averaging four-star ratings from thousands of buyers. Social media has amplified the trend. TikTok videos tagged with #ashwagandhaSA have accumulated millions of views, with South African content creators sharing personal accounts of improved sleep, reduced anxiety, and better energy levels.

Why the Shift Now

South Africans face mounting pressures that health professionals link to rising mental health challenges. Unemployment figures have remained above 30 percent, load-shedding continues to disrupt daily life, and food price inflation has strained household grocery budgets. For many, visiting a psychologist or psychiatrist remains financially out of reach. A standard consultation with a private psychologist in Johannesburg costs between 800 and 1,500 rand per session, putting regular therapy beyond the reach of most working-class families.

Ashwagandha occupies a middle ground. It costs less than a single therapy session and requires no prescription. Users describe it as a way to take initial steps toward feeling better without committing to formal treatment. Several people interviewed at health stores in Pretoria said they started using the herb after reading about its benefits online, often through international wellness content that has found a South African audience.

What the Science Says

Research on ashwagandha has grown in recent years, though experts caution that evidence remains mixed. A 2021 review published in the journal PLOS ONE examined 21 randomised controlled trials and concluded that ashwagandha root extract appears safe and may reduce perceived stress and anxiety levels. However, the review also noted that many studies relied on small sample sizes and that larger trials are needed before firm conclusions can be drawn.

The South African Health Products Regulatory Authority (SAHPRA) classifies ashwagandha as a supplement, meaning it does not undergo the same rigorous testing required for registered medicines. This regulatory status places the burden of safety assessment partly on manufacturers and consumers. SAHPRA has not issued specific guidance on ashwagandha, though it maintains a general warning that health supplements should not replace professional medical care.

Reported Benefits and Risks

Users across South Africa report a range of effects. Common benefits cited include improved sleep quality, reduced morning grogginess, and a calmer mindset during high-pressure periods. Some athletes have adopted the herb as a recovery aid, citing its supposed ability to lower cortisol levels after intense training. However, medical professionals urge caution. Dr. Nomfundo Mthethwa, a general practitioner based in Pietermaritzburg, told a health publication that she has seen patients experience digestive discomfort and, in rare cases, liver enzyme irregularities after using unregulated supplements.

Pregnant women, individuals on thyroid medication, and people with autoimmune conditions are generally advised to avoid ashwagandha or consult a doctor before use. The lack of standardised dosing across brands adds another layer of uncertainty for consumers purchasing products without professional guidance.

Local Production and Market Gaps

Most ashwagandha products sold in South Africa are imported from India, the United States, and China. Indian manufacturers dominate the global supply of ashwagandha root extract, and South African brands often repackage these imports under local labels. This import dependency means prices fluctuate with currency movements. When the rand weakened against the dollar in 2023, several supplement brands raised prices by 10 to 15 percent within a single quarter.

A small but growing number of South African entrepreneurs are attempting to change this dynamic. A handful of growers in KwaZulu-Natal and the Eastern Cape have begun cultivating ashwagandha using greenhouse methods, though yields remain modest. The South African Indigenous Plants Association has noted interest from small-scale farmers looking to enter the medicinal herb market, but commercial-scale production faces challenges including limited agronomic research and lack of processing infrastructure.

Community Impact and Accessibility

The ashwagandha trend has not reached all corners of South Africa equally. Urban professionals in their twenties and thirties make up the core consumer base, driven by wellness content on Instagram and YouTube. In rural areas, awareness remains low, and health stores serving these communities rarely stock the herb. Transport costs and proximity to retailers further limit access for people living outside major metropolitan areas.

Community health workers in townships say they have noticed questions about herbal supplements increasing at local clinics. Patients often arrive having already self-diagnosed and purchased products online, sometimes without understanding potential interactions with prescribed medications. Nurses report spending time explaining that supplements and traditional medicines can interact in ways that require professional oversight.

What Comes Next

Industry observers expect the South African ashwagandha market to expand further as more brands enter the space and prices potentially fall through increased competition. A market research firm projected the global adaptogen market, which includes ashwagandha, could reach 1.7 billion dollars by 2027, with South Africa representing a small but growing share. Whether local production can scale fast enough to reduce import dependency remains an open question.

For now, consumers should watch for clearer regulatory signals from SAHPRA as the supplement market matures. A public consultation on health product labelling, currently scheduled for the second half of the year, could lead to stricter requirements for dosage information and ingredient disclosure. Healthcare providers are also calling for more investment in public education campaigns about supplement safety, particularly for users who cannot afford professional medical advice before starting a new regimen.