South Africa Massage Equipments Market Overview, 2028

South Africa has a long history of traditional healing practices, which include various massage techniques passed down through generations. Indigenous healing methods, such as African traditional massages and herbal remedies, coexist with modern wellness practices. South Africa's population is diverse, comprising various ethnic groups, including Zulu, Xhosa, Afrikaans, English, Indian, and others. The country's multicultural influences are reflected in the types of massage equipment used and the wellness practices adopted by different communities. South African massage equipment often incorporates indigenous herbs and oils known for their therapeutic properties. For example, marula oil and rooibos-infused products are popular choices for massage oils. South Africa's stunning landscapes and wildlife draw wellness tourists from around the world. Safari lodges and wellness retreats in the country often offer massage services, incorporating the natural beauty of the surroundings into the wellness experience. Traditional South African music and rhythmic sounds are often integrated into massage experiences. Certain massages may be accompanied by soothing music or drumming, enhancing the overall sensory experience and relaxation. South Africa's diverse climate and seasonal variations influence massage preferences. For instance, during the cooler months, there may be a higher demand for warm stone massages, while cooling and refreshing massages are favored during hot weather. The culture of massage equipment in South Africa varies between urban and rural areas. In urban centers, consumers may seek modern and technologically advanced massage equipment, while traditional massage practices are more prevalent in rural communities. The culture of massage equipment in South Africa acknowledges and respects the wisdom of traditional healers and herbalists, valuing their role in promoting holistic wellness.

According to the research report "South Africa Massage Equipments Market Overview, 2028," published by Bonafide Research, the South Africa Massage Equipments market is expected to add more than USD 60 Million from 2023 to 2028. The culture of sustainability was growing in South Africa, and consumers were showing a preference for massage equipment made from eco-friendly materials and incorporating sustainable practices. There was a growing demand for specialized massage treatments targeting specific needs, such as sports massage, prenatal massage, and deep tissue massage. This trend was driving the demand for massage equipment tailored to cater to these niche markets. Some innovative massage equipment integrated virtual reality (VR) technology to create immersive and relaxing environments during massage sessions. VR headsets and content allowed users to transport themselves to serene and visually captivating landscapes while receiving a massage, enhancing the sensory experience and promoting deep relaxation. Luxury spas in South Africa catered to affluent consumers seeking exclusive and premium wellness treatments. They offered high-end massage equipment with cutting-edge features, luxurious materials, and top-notch services. These luxury spa experiences emphasized relaxation, opulence, and indulgence, providing an escape from the stresses of daily life. Mobile spa services gained popularity in South Africa due to their convenience and personalized approach. Therapists equipped with portable massage equipment visited customers' homes, offices, or event venues, offering on-site massages tailored to individual preferences. Mobile spa services provided flexibility and accessibility, making wellness experiences more convenient for busy individuals. Subscription-based models for wellness-themed boxes gained popularity in South Africa. These boxes included massage products, equipment, and other wellness items, delivered regularly to consumers' homes, offering a convenient and curated wellness experience.

Electric massage equipment often comes with advanced features and technology, such as heat therapy, vibration, air compression, and Bluetooth connectivity for music. These additional functionalities enhance the overall massage experience and attract consumers looking for innovative and cutting-edge products. With advancements in technology and increased competition, electric massage equipment has become more affordable and accessible to a broader consumer base in South Africa. This affordability drives the adoption of electric devices among various income groups. Electric massage equipment is popular among athletes and fitness enthusiasts for post-workout recovery and muscle relaxation. The devices help in relieving muscle tension and promoting faster recovery, making them sought-after by sports enthusiasts. Furthermore, South Africa has a rich cultural heritage that includes various traditional healing practices. Non-electric massage equipment, such as traditional handheld massagers like wooden sticks or bamboo tools, aligns with these cultural practices, attracting individuals who prefer traditional methods of massage. Non-electric massage equipment complements spa and wellness services that emphasize natural and traditional therapies. Spa establishments may use traditional massage tools alongside other holistic treatments to cater to diverse customer preferences. In addition, based on application, Leg and foot massagers are generally compact and easy to use. They can be easily incorporated into daily routines at home, in the office, or while traveling, offering accessibility and convenience to users. The elderly population in South Africa often experiences age-related issues such as circulation problems and joint pain in the legs and feet. Leg and foot massagers can help improve blood circulation and provide relief from discomfort for older individuals.

South Africa is a popular tourist destination with a thriving hospitality industry. Hotels, resorts, and spa resorts often offer massage services to cater to tourists and guests seeking relaxation and wellness experiences. As a result, the commercial segment experiences high demand for massage equipment from the hospitality sector. Fitness centers and sports clubs often offer massage services to their members to aid in muscle recovery and relaxation after workouts. As a result, they invest in massage equipment to support these services. Massage equipment is often showcased and used in promotional events, trade shows, and exhibitions. Commercial establishments use these events to market their services, leading to a higher market share in the commercial segment. In addition, Residential massage equipment, such as handheld massagers, massage pillows, and massage cushions, is more affordable and accessible to consumers compared to high-end commercial equipment. This affordability encourages individuals to purchase massage equipment for personal use. Regular massage therapy offers several health benefits, including improved circulation, reduced muscle tension, and relief from stress and anxiety. With increasing awareness of these benefits, more individuals are opting to have massage equipment at home.

Hypermarkets and supermarkets attract a high volume of foot traffic on a regular basis. As customers visit these stores for their routine shopping needs, they come across massage equipment displays and promotions, generating impromptu purchases. Customers have the opportunity to physically examine and try out massage equipment in hypermarkets and supermarkets before making a purchase. This tactile experience helps build confidence in the product's quality and features. Despite the growth of e-commerce, a significant portion of the South African population still prefers traditional brick-and-mortar shopping. Hypermarkets and supermarkets cater to this offline consumer base, ensuring a wide reach for massage equipment. Some examples include Checkers Hyper; Pick n Pay Hypermarket, Makro, Game Stores, Spar Hypermarket, Woolworths, Foodmarket, and Shoprite Hyper. In addition, online platforms host a diverse selection of massage equipment from different brands and manufacturers. Consumers have access to a broader range of products, including various types of massage chairs, handheld massagers, massage cushions, and more. Online purchases offer doorstep delivery services, eliminating the need for consumers to physically visit stores and carry heavy massage equipment home. eading e-commerce platforms are continuously expanding their services and product offerings. This growth in the e-commerce sector further drives the accessibility and popularity of online massage equipment purchases. Some examples of popular e-commerce platforms and online retailers in South Africa include akealot, Makro Online, Loot, Yuppiechef, Woolworths Online, and Game Online.



Stationary massage equipment provides a spa-like experience at home, allowing consumers to recreate a soothing and tranquil environment for massage sessions. This aspect enhances the appeal of stationary equipment, especially among those who prefer privacy and personalized spa experiences. Modern stationary massage chairs come equipped with advanced features, such as adjustable intensity, massage techniques, and targeted areas. The ability to customize massage sessions based on individual preferences enhances the attractiveness of stationary massage equipment.Stationary massage equipment is viewed as a long-term investment in personal well-being. Consumers recognize the value of having a dedicated massage solution at home that can be used regularly for multiple family members. Furthermore, Massage tables are essential equipment used by massage therapists, chiropractors, and physiotherapists. The growing wellness industry and increasing popularity of massage therapies are driving the demand for massage tables in South Africa. Massage tables are versatile and can accommodate various massage techniques, making them suitable for a wide range of therapeutic applications. They are used for Swedish massage, deep tissue massage, sports massage, and more, further contributing to their popularity. In addition based on therapy, Vibrators are effective in providing targeted pain relief for sore muscles, knots, and tension in specific body areas. They are commonly used for massaging the back, shoulders, neck, and legs. Vibrators are generally more affordable than larger massage equipment such as massage chairs. Their cost-effectiveness attracts budget-conscious consumers looking for effective massage solutions without significant investment. The fitness and athleisure culture in South Africa has contributed to the popularity of massage equipment like vibrators. Individuals engaged in fitness and sports activities often use vibrators for muscle recovery and relaxation.

Considered in this report
• Geography: South Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• South Africa Massage Equipment market with its value and forecast along with its segments
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Category
• Electric
• Non-Electric


By Application
• Back Massagers and Body Massagers
• Leg and Foot Massagers
• Neck and Shoulder Massagers
• Head Massagers
• Others


By End User
• Commercial
• Residential


By Distribution channel
• Hypermarket and Supermarket
• Specialty Store
• Online Sales Channel
• Others


By product Type
• Chairs & Sofas
• Stationary equipment
• Handheld
• Others (Table)


By Therapy
• Roller
• Vibrator
• Acupressure


The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Massage Equipment industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.