The Canadian Health Food Association (CHFA), the country’s leading trade organization for natural, organic, and wellness (NOW) products, has released its latest report, “The Emerging Trends Shaping the NOW Industry in 2025.” The comprehensive report sheds light on how global shifts are influencing Canadian consumer behavior, offering insights into the future direction of the wellness market in Canada.
The report highlights key consumer trends ranging from climate change concerns to the growing openness around sexual health. CHFA’s research provides a clear understanding of how these issues are driving product trends, offering a glimpse of what will continue to impact the industry in the coming years.
Lynsey Walker, Vice President of Marketing and Communications at CHFA, explained, “It was important for us to take a step back and examine the global shifts that are influencing consumer choices. By identifying the underlying themes that shape demand, we can help our Members and the broader industry strategize for long-term success, from product innovation to packaging design.”
The report identifies seven major trends currently transforming the natural, organic, and wellness landscape:
Rewilding: Seventy-seven percent of Canadians believe in the principle that “nature knows best,” driving demand for products that align with nature’s processes. Consumers are increasingly looking for brands committed to conservation and sustainability.
Climate Change: Over half of Canadians are prioritizing purchases that benefit the environment. However, only 44% express trust in sustainability claims found on packaging and marketing. This trust gap signals the need for greater transparency from brands to foster consumer confidence.
Diversity, Equity, and Inclusion (DE&I): Canadians are drawn to brands that genuinely reflect diversity, whether through product offerings, inclusive advertising, or workforce diversity. While DE&I initiatives offer clear benefits, just 30% of Canadians feel natural, organic, and wellness products are accessible to all income levels, suggesting room for improvement in making these products more economically inclusive.
Sexual Health: With 51% of Canadian women experiencing or expected to experience perimenopause or menopause, there is a rising demand for natural health products tailored to these life stages. This growing trend underscores the increasing role of natural wellness in maintaining overall health.
Modern Beauty: A majority of Canadians (54%) have a skincare routine, with 58% showing consistent loyalty to their products. There is a strong preference for products that are natural and perceived as safer, reinforcing the rise of “clean beauty.” Scalp and hair health have also become prominent areas of interest within the beauty industry.
Collective Wisdom: Interest in traditional healing methods, such as Ayurveda, Traditional Chinese Medicine, and Indigenous healing practices, is on the rise. Fifty percent of Canadians express interest in combining naturopathic and Western medical practices. Furthermore, 62% of Canadians want to learn and pass down these cultural healing traditions to future generations.
Eight Senses: Beyond the traditional five senses, Canadians are embracing holistic approaches that emphasize balance, body awareness, and internal sensations. Mind-body awareness is gaining popularity, particularly in practices like bodywork and mindfulness (55%), as well as through direct, hands-on experiences when discovering new products (46%).
CHFA’s findings provide valuable insights into the evolving preferences of Canadian consumers and the direction the natural, organic, and wellness industries are heading in 2025 and beyond. The trends highlighted in the report offer significant opportunities for brands to innovate and meet the growing demand for products that align with consumer values and lifestyles.
Related topics:
