TORONTO, Nov. 21, 2024 – The Canadian Health Food Association (CHFA), Canada’s largest trade association dedicated to natural, organic, and wellness (NOW) products, today launched its most anticipated trend report, The Emerging Trends Shaping the NOW Industry in 2025. The report dives into Canadians’ awareness, perceptions, and engagement with global trends shaping consumer behavior and offers a clear look into the future of wellness in Canada. From swelling concerns over climate change to a sexual health conversation no longer taboo — CHFA dug behind product trends and what’s driving them forward. “It was really important for us to step back and see some of the larger shifts happening around the world that impact consumer decisions, says Lynsey Walker, VP of Marketing and Communications. “Finding those underlying themes that translate into consumer demand helps CHFA guide our Members and the industry at large on how to strategize in the long term on everything from product innovation to packaging design.”
Rewilding and Climate Change
Rewilding: The concept that “nature knows best” resonates in the mind of 77% of Canadians and creates demand for products that work with nature. Most Canadians believe that the brands they purchase ought to be committed to conservation and sustainability. Climate Change: While over half of the Canadians intend to buy products that help the environment, only 44 percent agree or strongly agree that they trust the sustainability claims they see on packaging labels, marketing, or advertising. Due to this, the demand on brands needs to be more free in people to narow the trust gap.
Diversity, Equity, Inclusion (DE&I) and Sexual Health
Diversity, Equity, and Inclusion (DE&I): Canadian customers connect with companies that really reflect diversity, whether via product options, inclusive marketing, or team structure.While DE&I efforts surely have real consumer benefits, only 30 percent of Canadians believe natural, organic and wellness products are more accessible to all income levels- a significant untapped opportunity for economic inclusivity. Sexual Health: 51 per cent of Canadian women have or will go through perimenopause or menopause, and 65% believe natural health products are an important part of that journey. The demand for the choosing of natural products at every stage in life is evident and is fast becoming a part of a larger wellness routine.
Modern Beauty and Collective Wisdom
Modern Beauty: More than half of Canadians (54%) have a skincare routine, and 58% use the same products day in and day out; this shows that customers stick to what they love. Demand will be for products perceived to be safer and more natural as “clean beauty” continues on its growth trajectory with scalp and hair health popularizing. Collective Wisdom: Interest in intergenerational healing methods and knowledge-sharing is growing, with 50% of Canadians interested in using naturopathic medicines alongside Western medical practices. Already, 45% of Canadians know about the traditional healing practices, whether Ayurveda, Traditional Chinese Medicine, or Indigenous healing practices, and 62% stated a readiness to learn and pass them down to future generations for cultural knowledge to last long.
Eight Senses and Future Prospect
Eight Senses: Consumers are expanding the traditional five senses by embracing ideas of balance, body awareness, and internal sensations-all indicative of a deeper relationship with the body and one’s overall well-being. Mind-body awareness is sweeping the scene not only in bodywork or mindfulness practices and activities (55%) but also through the hands-on experience when discovering new products (46%). To read the full report, contact natalie@duetpublicrealtions.com. For more information, please visit chfa.caor follow @cahealthfood on Instagram.
