The Canadian Health Food Association (CHFA), the nation’s largest trade organization dedicated to natural, organic, and wellness (NOW) products, has unveiled a groundbreaking trends report titled The Emerging Trends Shaping the NOW Industry in 2025. This report offers an in-depth exploration of the global influences driving Canadian consumer behaviour and sets the stage for the future of wellness in the country.
From the impacts of climate change to breaking taboos around sexual health, the CHFA provides critical insights into the evolving demands shaping the industry.
Global Shifts Driving Canadian Wellness Trends
Lynsey Walker, CHFA’s VP of Marketing and Communications, explains, “It was important for us to take a step back to see the larger shifts happening across the globe that are impacting consumer decisions. By identifying these underlying themes, we help guide our members on strategies for innovation and sustainable growth.”
The report outlines seven key trends that are redefining the natural, organic, and wellness landscape in Canada.
1. Rewilding: Nature as the Ultimate Healer
A growing belief in the philosophy that “nature knows best” is influencing Canadian purchasing patterns. With 77% of Canadians valuing harmony with nature, there’s increasing demand for products that prioritize sustainability and conservation. Consumers are seeking brands that are transparent about their environmental commitment, underscoring the importance of eco-conscious business practices.
2. Climate Change and the Trust Gap
Canadians are aligning their spending with their environmental values, with more than half actively seeking products that support sustainability. However, skepticism persists—only 44% of consumers trust sustainability claims on labels and advertising. To bridge this gap, brands must prioritize transparency and credible certifications to build consumer confidence.
3. Diversity, Equity, and Inclusion (DE&I): More Than a Buzzword
Representation matters, and Canadian consumers are calling for authentic DE&I initiatives from brands. While inclusivity in marketing and product offerings is valued, only 30% of Canadians believe NOW products are accessible to all income levels. This points to an untapped opportunity for economic inclusivity, which could significantly expand market reach.
4. Sexual Health: Breaking Barriers with Natural Options
The conversation around sexual health is becoming less taboo. For example, 51% of Canadian women are navigating perimenopause or menopause, and 65% turn to natural health products during these life stages. This growing demand highlights the need for accessible, natural solutions that support women throughout their wellness journeys.
5. Modern Beauty: Clean and Loyal
The demand for “clean beauty” continues to dominate the market, with 54% of Canadians maintaining a consistent skincare routine. Of these, 58% are loyal to products they trust, emphasizing the importance of transparent, natural, and effective beauty solutions. Scalp and hair health products are also rising in popularity, reflecting a broader definition of personal care.
6. Collective Wisdom: The Power of Tradition
A resurgence in interest in traditional healing methods is making waves in Canada. Nearly 50% of Canadians are exploring naturopathic remedies alongside Western medicine, while 62% express a desire to learn and preserve healing traditions such as Ayurveda, Traditional Chinese Medicine, and Indigenous practices. This growing appreciation for intergenerational knowledge-sharing highlights an enduring connection to cultural wellness practices.
7. Eight Senses: Beyond Sight, Smell, and Touch
Consumers are increasingly focusing on holistic sensory experiences that go beyond the traditional five senses. Interest in practices that enhance body awareness, balance, and internal sensations is on the rise, with 55% engaging in mindfulness or bodywork. Furthermore, 46% of Canadians value hands-on experiences when discovering new wellness products, underscoring the need for immersive and mindful product offerings.
Key Takeaways for Industry Leaders
The CHFA’s report highlights critical opportunities for brands to align with evolving consumer demands. By focusing on authenticity, sustainability, inclusivity, and innovation, businesses can position themselves to thrive in the dynamic natural, organic, and wellness market.
The trends report not only sheds light on consumer behaviour but also serves as a strategic guide for navigating a rapidly transforming industry landscape.
Conclusion
The Canadian Health Food Association’s 2025 trends report offers a roadmap for brands to stay ahead in the competitive natural, organic, and wellness space. By addressing consumer concerns around sustainability, inclusivity, and trust, and by tapping into the broader themes of tradition, innovation, and sensory experiences, businesses can connect more deeply with Canadian consumers.
