Ashwagandha boom driven by rising stress and anxiety, experts warn

From wellness studios in Cape Town to pharmacies in Durban, ashwagandha has rapidly moved into the mainstream South African wellness market.

The herbal supplement, traditionally used in Ayurvedic medicine , is now widely available in capsules, teas and powders, with many users turning to it for relief from stress, anxiety, burnout and sleep difficulties.

Bonga Chiliza, associate professor, chief specialist and head of the Department of Psychiatry at the University of KwaZulu-Natal (UKZN), said there is evidence that ashwagandha may help alleviate mild symptoms of stress, anxiety and depression in some people.

"It is quite a useful medicinal plant for people with mild depression and anxiety. We think it does help reduce stress, depression and anxiety in mild cases in some people. There's certainly some evidence of that," he said.

Chiliza believes the herb's growing popularity is closely linked to worsening mental health trends in the country.

He said psychiatrists have seen a significant increase in patients presenting with depression and anxiety since the Covid-19 pandemic, including people seeking psychiatric care for the first time and others experiencing relapses.

Market research firm Grand View Research estimates that South Africa is the largest consumer and importer of ashwagandha in the Middle East and Africa region. The local market generated approximately US$9.1 million in revenue in 2024 and is projected to reach US$15.7 million by 2033 as wellness trends continue to grow.

Research conducted by Wits University found that 25.7% of South Africans show clinical symptoms of moderate to severe depression.

One of the researchers, Dr Ashleigh Craig, said mental illness significantly affects overall health and that the Covid-19 pandemic worsened depression and anxiety due to fear, uncertainty and social and economic disruptions.

She noted that although mental healthcare was classified as an essential service during lockdown, restrictions on movement, in-person consultations and transport, as well as financial pressures, made it difficult for many people to access comprehensive treatment.

Chiliza said demand for psychiatric services continues to increase, which may be contributing to the growing interest in over-the-counter supplements such as ashwagandha.

However, he warned that the product remains poorly regulated in terms of dosing and consumer understanding. The South African Health Products Regulatory Authority (SAHPRA) classifies ashwagandha as an unregistered medicine under Category D: Complementary Medicines. Products must comply with specific labelling requirements and safety guidelines.

Under current regulations, approved uses include the relief of sleeplessness and fatigue, while individuals with thyroid disorders or autoimmune conditions are advised against using it.

Chiliza said one of the main challenges is that consumers often take different formulations and dosages without medical guidance.

He also warned that ashwagandha, like other herbal medicines and supplements, may interact with prescription medication and potentially cause adverse effects.

"It is a medication even though it's a plant and available over the counter. It affects the body's systems and is processed by the liver like other medicines," he said.

He urged people not to stop prescribed antidepressants in favour of ashwagandha without consulting their healthcare provider.

One man in his late 20s, who asked not to be identified, described experiencing dizziness and feelings of disorientation after taking the supplement for the first time.

He said he felt detached from his surroundings and unusually dizzy after taking two doses on consecutive days. Despite the initial side effects, he continued using the supplement and said the symptoms eventually subsided.