The wellness space is exploding… and for good reason. People are more stressed, more health-conscious, and more open to trying new ways to promote a balanced lifestyle. At the same time, they’re also more selective with good reason as products compete each other for market space. The average consumer today is smart. They want products that actually work, that feel good, and that come from a place of authenticity.
Running brands like Softi Gummies and growing London Nootropics in South Africa has taught me a lot. One big lesson? Fancy branding isn’t enough anymore. Consumers want transparency. They want to know what’s in their products, where it comes from, and how these products support their ultimate wellbeing.
Gummies, for example, have become one of the fastest-growing formats in wellness. They’re fun, convenient, and easy to take. We focus on creating formulas that are simple, effective, and backed by real science. You don’t need 20 ingredients in one gummy. You just need the right ones that do the job.
Another challenge we’re tackling is accessibility. Wellness shouldn’t only be for people in big cities or with deep pockets. It should be available in your local pharmacy, your go-to online store, or your nearest chain or health & beauty pharmacies like Clicks, Faithful to Nature and more. That’s why we’ve worked hard to get into mainstream retail, because wellness needs to reach more people across various online platforms as well as brick- and mortar stores.
There’s also this shift happening where consumers are craving realness. You don’t need a perfectly curated Instagram to win loyalty. What matters more is showing up with honesty about the product, the process, and the journey.
One of the coolest parts of this industry is how fast it moves. There’s always something new; adaptogens, nootropics, functional snacks to keep us on our toes. But as much as trends come and go, the fundamentals stay the same: be honest, produce good products, and listen to your customer.
In the end, I think the future of wellness will be built on trust, simplicity, and accessibility. That’s what I’m betting on and it’s what’s guided every decision we’ve made so far.
Gulzaar Parker
Chief Operations Officer at Africa Wellness Premium
Global Partner, Softi Wellness Gummies | Exclusive Distributor, London Nootropics (Africa)
Gulzaar Parker is one the founding members of Africa Wellness Premium and Global Partner of Softi Wellness Gummies; Exclusive Distributor of London Nootropics in Africa. He’s an entrepreneur who’s passionate about making wellness simple, real, and available to more people. With experience across product digital marketing, Ecommerce and retail, Gulzaar focuses on building wellness brands that people can trust and relate to. Whether it’s helping someone sleep better or find more mental focus, his goal is to deliver feel-good products backed by purpose not hype.
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