South Africa has been reported as the country that consumes the most ashwagandha on the African continent. This trend is driven by a growing retail sector, a rising pharmaceutical industry, and an increasing interest in plant nutrition.

What is Ashwagandha?

Ashwagandha, formally known as Withania somnifera, is an adaptogenic herb that was first used in Ayurveda over 3,000 years ago. The name means “smell of horse” in Sanskrit because the root smells like a horse and is said to give you horse-like strength. The main uses of the supplement are to:

• Improve sleep
• Relieve stress and anxiety
• Boost energy and stamina
• Enhance focus

People can take it in various forms, including capsules, powder, and tea, though the root extract is the most common form. One of the limitations of this supplement is that it is not suitable for pregnant women, or people with thyroid issues and autoimmune diseases. Interestingly, it takes 2 to 8 weeks to take full effect. This means it is not a quick fix and requires people to take it consistently over a long period.

The Social Media Trend

Ashwagandha became highly popular in 2025, with users suggesting that it helps them feel nonchalant. Due to its popularity on social media, retail stores and pharmacies began capitalizing on the trend by stocking up on different brands. Many young people use the supplement to deal with work stress and heartbreaks.

While the supplement relieves anxiety for most, it does not work as expected for everyone. Most social media users have described it as a supplement that allows you to feel stressed without responding in your usual way, meaning you feel less panicky and much calmer. However, some have described the supplement as something that makes them feel so emotionless that they detach from reality. A few users have even reported an inability to feel positive emotions such as happiness, joy, and love.