The fact that Synergy Wellness is key sponsor for the Cannabis Expo is indicative of a maturing of the cannabis consumer market. With so much consumer choice being available through the rapid rise of the retail ‘grey zone’ the novelty of the Expo being merely a stoner’s playground has waned.

Instead, what we’re seeing is the rise of a more discerning market that is interested in the health and wellness benefits of cannabis, a sector which extends into cosmetics and foodstuffs.

Cannabis Expo CEO, Silas Howarth tells Cannabiz Africa that “the  growing interest in wellness is definitely a standout. Which is why our relationship with Synergy Wellness is so perfectly positioned”.

Synergy’s Jon Hodes says “recreational use has its place, but the medical side? That’s where real, lasting impact happens.”

“Medical cannabis offers something deeper: a way to support health in a personalized, natural way. There’s still a lot of stigma and education needed, but the shift is happening. Globally and locally, people are starting to see cannabis not just as a trend, but as a meaningful part of modern healthcare”.

Howarth agrees. He says “consumers are shifting from just “getting high” to using cannabis for its therapeutic benefits—whether it’s pain management, sleep issues, or just to enhance well-being. We’ve seen a huge spike in CBD products, with people using them as part of their daily wellness routine. “

Howarth believes there’s a new momentum building in the South African cannabis industry and that this will be on show at the Expo.

“ I think we’re going to see even more innovation and more business growth, especially in medical cannabis, hemp, and wellness products. Legislation is inching along (I mean, it’s not fast, but it’s moving!), and with more international interest, South Africa could really become a key player on the global cannabis stage. That said, we still need to see a clearer regulatory framework to really unlock the full potential. But I’m feeling positive—it’s a good time to be in the cannabis space.”

Among the other medical cannabis exhibitors that will be at the Expo are Cannabis Clinics which is part of an international network that has prescribed medicinal cannabis to more than 100 000 patients in Germany, Canada, Australia, Poland, Denmark, France, Columbia, Portugal, and the United Kingdom.  Another exhibitor will be Cannamart. Both offer online consultations for medical cannabis patients.

Health and wellness is likely to trend strongly in the Expo’s Food Market, which Howarth says has received heightened interest since the banning, and subsequent upliftment, of the cannabis foodstuff ban.  There will also be discussions on the health and medical benefits of cannabis by several speakers on the main stage.