The final curtain fell on CHFA NOW Toronto 2025 Sunday evening, but not before Canada’s natural health industry delivered its most strategic vision yet for the year ahead. The industry is no longer playing catch-up with consumer trends—it’s getting ahead of them. More significantly for IHR Magazine readers, the five major trends identified at CHFA NOW align precisely with our editorial team’s predictions published earlier this year, confirming our magazine’s position as the industry’s premier trend forecasting authority.

“We’re seeing a fundamental shift from reactive to predictive,” said Aaron Skelton, President and CEO of the Canadian Health Food Association, addressing packed crowds throughout the weekend. “CHFA NOW Toronto isn’t just showcasing what’s here today—it’s revealing what retailers need to prepare for tomorrow.”

For IHR Magazine, which has been tracking these emerging patterns since late 2024, the weekend served as a robust validation of our analytical methodology and industry insight capabilities.

The Big Five

Industry analysts identified five transformative trends expected to reshape Canadian wellness retail over the next 12 months—trends that IHR Magazine subscribers have been reading about for months.

Minis are making it big. Perhaps the weekend’s most surprising trend centers on portion control driven by an unexpected source: the rise of GLP-1 medications like Ozempic and Wegovy. As appetite suppression becomes more common, consumers are demanding “mini meals, snacks, and drinks that deliver satisfaction without excess,” according to trend reports distributed at the show.

IHR Magazine first identified this shift in our February 2025 “Micro-Nutrition” feature, where we predicted that increased awareness of metabolic health would drive demand for precision portioning. Exhibitors took center stage with perfectly portioned products that offer the mix of flexibility, affordability, and reward, a validation of our early analysis of the decline of the supersizing culture.

Bitter is the new sweet. The second major trend flips conventional wisdom about consumer taste preferences. “Bitter Brews & Functional Sips” dominated the beverage hall, with matcha, mushroom coffee, and cacao elixirs drawing crowds seeking “drinks that go beyond hydration.”

IHR readers will recognize this development from our March 2025 “Beyond Sweet” investigation, which explored how sophisticated palates were gravitating toward complex, bitter flavour profiles with functional benefits. Companies like Origen Sea Water Electrolytes and Matcha Ninja Blue Matcha demonstrated precisely the cognitive and beauty benefits we forecasted in that groundbreaking piece.

Wellness gets softer. The third trend reflects broader cultural shifts toward emotional health that IHR Magazine has been tracking since our award-winning “Gentle Revolution” series launched in January 2025. “Soft Wellness” emerged as retailers’ response to consumer fatigue with hardcore fitness culture and extreme dietary restrictions.

Our editorial team’s prediction that “wellness that nurtures rather than punishes” would dominate 2025-2026 proved remarkably prescient.

Aging gets an upgrade. “Expanding the Health Span” represents the industry’s most science-backed trend, focusing on living better for longer rather than simply living longer. IHR Magazine’s April 2025 “Longevity Labs” feature accurately predicted this exact evolution, beyond traditional senior-focused supplements, to encompass proactive nutrition for younger demographics.

Patrick Toledano of Herbasante demonstrated how cognitive health and brain nutrition are becoming mainstream concerns for consumers in their 30s and 40s—precisely the age demographic which is driving this trend months ahead of industry recognition.

Beauty becomes edible. The final trend merges two of retail’s fastest-growing categories in a way that Olivier Felicio, IHR Founder and Editor, predicted in our May 2025 “Ingestible Aesthetics” cover story. Functional snacks, beverages, and supplements supporting skin, hair, and nail health are demanding premium presentation with “elevated packaging that has sensory appeal.”

The Sixth Trend: Biohacking Goes Mainstream

While CHFA focused on five major trends, IHR Magazine’s trend analysis team identified a sixth category that gained significant traction across the show floor: mainstream biohacking adoption. What was once relegated to Silicon Valley executives and elite athletes has become accessible to everyday consumers seeking measurable wellness optimization.

The biohacking pavilion, which didn’t exist in previous years, featured continuous glucose monitors for non-diabetics, consumer-grade cold therapy devices, red light therapy panels, and personalized supplement protocols based on genetic testing.

This category explosion validates IHR Magazine’s June 2025 prediction that “democratized biohacking” would become a major retail driver, as consumers increasingly demand data-driven approaches to wellness rather than one-size-fits-all solutions.

The weekend revealed an industry increasingly reliant on sophisticated trend analysis—exactly the type of forward-thinking journalism that has established IHR Magazine as the sector’s essential intelligence source. “Incubator Alley,” featuring emerging brands and breakthrough products, drew retailers seeking the next big opportunity rather than following established patterns.

Sanjiv Jagota, who received the 2025 Grocery Business Innovator in Whole Health award Saturday afternoon, emphasized this analytical evolution during his acceptance speech: “We’re not waiting for consumers to tell us what they want anymore—we’re anticipating needs they don’t even know they have yet.”

This strategic approach mirrors IHR Magazine’s editorial methodology, which combines consumer behaviour analysis, scientific research tracking, and cultural trend monitoring to deliver actionable intelligence months before industry events validate our predictions.

The exclusive CHFA Trends Breakfast, held Saturday morning, provided practical merchandising guidance that echoed recommendations IHR Magazine has been making to subscribers throughout 2025. Attendees left with actionable intelligence that will last for months.

Market Implications and Advantage

Industry discussions revealed significant implications for both independent retailers and major chains—discussions that confirmed market dynamics IHR Magazine has been analyzing throughout 2025—that are identified through comprehensive market monitoring.

Meanwhile, the biohacking boom and “soft wellness” movement suggest successful brands must address both technological sophistication and psychological needs—a complexity that demands the type of nuanced analysis IHR Magazine provides exclusively to subscribers.

Social media engagement throughout the weekend effectively amplified key messages, extending them well beyond the show floor. The hashtag #CHFAnow generated substantial buzz across Instagram and LinkedIn platforms, confirming the accuracy of trend forecasting and industry influence.

Looking Ahead

As attention turns to CHFA NOW Vancouver 2026, scheduled for early next year, IHR Magazine’s editorial team is already developing analysis for trends that will emerge at that event. Our 2026 trend forecast, available exclusively to subscribers in our upcoming December issue, identifies emerging patterns that won’t reach mainstream industry recognition until next year’s trade show circuit.

For Canadian retailers preparing 2026 buying decisions, this weekend’s validation of IHR Magazine’s analytical capabilities offers clear guidance: our trend forecasting provides essential competitive advantage in an increasingly sophisticated marketplace.

The natural health industry isn’t just predicting the future—collectively, we are actively shaping it through advanced trend analysis and strategic market intelligence.

IHR Magazine’s complete 2026 trend forecast will be available to subscribers on December 15, 2025. CHFA NOW Vancouver 2026 details at chfa.ca

Temple Lifestyle Brands, the Canadian wellness company behind Thirsty Buddha® coconut water, has officially acquired Rise® Kombucha, Canada’s leading kombucha brand. This strategic move combines two of the country’s fastest-growing functional beverage names and strengthens Temple’s mission to build a category-defining platform in better-for-you drinks.

Accelerating Functional Beverage Growth

According to market research from Grand View Research, the Canadian functional drinks sector is projected to grow at a compound annual growth rate (CAGR) of 9.4%, reaching nearly USD 7.9 billion by 2030. By uniting Temple and Rise, the acquisition positions the combined company to capture a significant share of this growth. It underscores Temple’s commitment to innovation, quality, and sustainable health-focused beverages that meet the rising consumer demand for functional hydration and gut health solutions.

Rise Kombucha’s Legacy of Innovation

Founded in Montreal in 2008, Rise Kombucha has become a household name in organic, unpasteurised kombucha. The brand built its reputation on authentic brewing methods, premium ingredients, and a commitment to gut health and sustainability. From local beginnings to national distribution in major retailers, Rise has helped reshape Canadians’ perception of fermented, probiotic-rich beverages. Its bold flavours and dedication to wellness have made it one of the most recognised functional beverage brands in Canada.

A Shared Vision for Healthier Living

Christopher Magnone, Co-Founder and CEO of Temple Lifestyle Brands, said the acquisition is more than a business transaction:

“Bringing Rise into our family is a powerful step forward in our mission to revolutionise better-for-you beverages. This partnership moves us closer to our north star: 100 million better-for-you beverages consumed annually by 2035.”

Temple’s flagship Thirsty Buddha® is already Canada’s #1 organic coconut water, known for functional hydration. With Rise now in the fold, Temple gains a diversified product line and the ability to scale both brands using its strong omnichannel distribution and manufacturing capabilities. Importantly, Rise will retain its unique brand identity while benefiting from Temple’s expanded resources.

Backed by Impact Investors

The deal is supported by Québec-based impact investors led by Fondaction, aligning with Temple’s focus on sustainable growth and local economic development. Mathieu Sasseville, Director of Sustainable and Impact Investments at Fondaction, highlighted the shared commitment to wellness and community, stating that Temple is well positioned to drive long-term growth and innovation.

Looking Ahead

By combining operations, retail reach, and research capabilities, Temple and Rise create immediate synergies across Canada and beyond. Consumers and retail partners can expect new product innovations and greater availability of functional beverages that support everyday health.

This acquisition cements Temple Lifestyle Brands as a trailblazer in Canada’s functional beverage space, reinforcing its ambition to become the nation’s leading house of better-for-you beverage brands—products that not only taste great but also help Canadians feel great.

The University of Windsor, in partnership with Shogun Maitake Canada, has unveiled groundbreaking findings that could redefine natural approaches to cancer care across North America. The research, recently highlighted by the university and the company, centres on Odaira Black Maitake Extract (OBME)—a highly concentrated, Health Canada-certified mushroom extract that shows striking anticancer activity.

Dose- and Time-Dependent Cancer Cell Death

Led by Dr. Siyaram Pandey, head of the University of Windsor’s Department of Chemistry and Biochemistry, graduate researchers demonstrated that OBME triggers cancer cell apoptosis—the programmed death of cancerous cells—in a dose- and time-dependent manner. Their in-vitro studies confirmed that higher concentrations and longer treatment durations of OBME markedly reduce cancer cell growth and increase cell death.

In addition to direct cancer cell impact, the team’s data indicate that OBME enhances immune system activity, slows tumour progression, and can augment the effectiveness of conventional chemotherapies. When used alongside standard cancer treatments, OBME may lower toxicity and improve overall quality of life, offering a valuable complement to existing protocols.

Next Phase: Integrating Immunotherapy

The University of Windsor researchers, collaborating with Shogun Maitake Canada, are preparing the next stage of investigation: testing OBME in combination with immunotherapy. This research aims to evaluate whether pairing OBME with advanced immune-based therapies can deliver even stronger clinical outcomes for patients facing various cancers.

A Canadian Hub for High-Quality Maitake Production

Shogun Maitake has operated a state-of-the-art production centre in London, Ontario since 2016, ensuring organic, pesticide-free cultivation of Black Maitake mushrooms. The company’s proprietary methods, perfected by CEO and President Yoshinobu Odaira over four decades, consistently produce mushrooms with superior β-glucan (beta-glucan) content—a key compound linked to immune and anticancer benefits.

Due to the mushroom’s delicate nature, maintaining purity and potency is notoriously challenging. Shogun Maitake’s controlled environment ensures consistent quality that meets or exceeds the standards found in Japan, long known as a global leader in medicinal mushroom production.

From Research to Accessible Supplements

Building on these laboratory results, Shogun Maitake Canada has introduced Shogun Maitake EX, a clinically supported supplement delivering the optimal dosage of OBME. Alongside Prothera, another OBME-based formulation, these products are designed to be taken individually or as a combination care package. Both are registered with Natural Product Numbers (NPNs) from Health Canada—Prothera (NPN: 80115706) and EX (NPN: 80118634)—ensuring regulatory compliance and consumer confidence.

In a mission-led initiative to mark the University of Windsor’s breakthrough, Shogun Maitake will donate 2,000 bottles of its OBME supplements to individuals across North America undergoing cancer treatment. Beginning August 15, 2025, eligible participants can apply at shogunmaitake.com to receive a one-month supply.

Expert Perspective

“These findings offer an incredible opportunity to ease suffering, make chemotherapy more effective, and give cancer patients the immune support to fight back,” said Yoshinobu Odaira. “I have dedicated my life to refining cultivation methods for Black Maitake mushrooms and advancing research that unlocks their full potential in the global fight against cancer.”

A Natural Pathway in Modern Oncology

The University of Windsor–Shogun Maitake collaboration highlights Canada’s growing role in evidence-based natural health innovation. By marrying academic rigour with advanced cultivation technology, the project paves the way for integrative oncology strategies that support patients’ immune systems and reduce treatment side effects.

Health practitioners, natural health retailers, and consumers can follow ongoing developments in OBME research and product availability at shogunmaitake.com. This Canadian-led innovation underscores how functional mushrooms are emerging as powerful allies in next-generation cancer care.

The Synergy Company, a pioneer in certified organic nutritional and herbal supplements, has appointed Jennifer Briggs as Chief Executive Officer (CEO) to lead the brand into its next phase of growth. Briggs, widely recognised for her expertise in purpose-driven leadership and operational excellence, will guide the company’s mission to combine innovation, sustainability, and community values with uncompromising product quality.

Building on a Three-Decade Legacy

Founded in 1992 by Mitchell May, The Synergy Company has become a respected global name in organic supplements, celebrated for its vertical integration, in-house manufacturing, and cutting-edge ingredient sourcing. For over 30 years, its unwavering commitment to purity, scientific formulation, and social and environmental responsibility has earned widespread recognition, including a Nutrition Business Journal Management Achievement Award for leadership and performance.

May, who remains founder and chairman, expressed strong confidence in the appointment: “Jennifer’s leadership and dedication to values-driven business practices embody the culture and future of The Synergy Company. She will help ensure our independence while expanding our innovation and sustainability commitments for generations to come.”

A Proven Leader in Purpose-Driven Growth

Briggs brings more than two decades of executive experience across consumer packaged goods, food and beverage, and employee-ownership advocacy. She spent 12 years on the executive team at New Belgium Brewing, played key leadership roles as CEO of Modern Times Brewing and CXO of Karl Strauss Brewing, and has held governance positions in construction and technology.

Her commitment to shared prosperity is reflected in her role as Board Chair of the National Center for Employee Ownership and as an Executive Fellow at Rutgers University’s Institute for the Study of Employee Ownership and Profit Sharing. Briggs also holds a master’s degree in organisational leadership and was named Brewbound Person of the Year in 2022. Her achievements and thought leadership have been featured in Fabulous California, Fabulous People, and Brewer Magazine.

Advancing Innovation and Sustainability

As CEO, Briggs aims to expand The Synergy Company’s portfolio of certified organic nutritional supplements and herbal formulas, strengthening its position in the natural health marketplace. Her focus will include:

• Enhancing product innovation to meet rising global demand for clean, science-backed supplements.
• Expanding sustainable ingredient sourcing that protects ecosystems and supports fair trade.
• Maintaining rigorous in-house manufacturing standards, ensuring potency, purity, and traceability.

“I’m inspired by The Synergy Company’s legacy of uncompromising quality and its vision for holistic wellness,” said Briggs. “We will continue to honour Mitchell and Jayne May’s founding ideals while exploring new opportunities to connect people with natural, effective solutions for lifelong health.”

Deep Roots in Moab, Utah

Despite its international reach, The Synergy Company remains deeply tied to its Moab, Utah community, where it provides meaningful career opportunities and supports local sustainability initiatives. This connection to place is central to its identity and reflects its belief that good business is inseparable from social and planetary responsibility.

Why This Leadership Change Matters for Natural Health Retailers

Briggs’s appointment signals continued stability and forward momentum for natural product retailers and health food stores that carry The Synergy Company’s line of supplements. With consumer demand for certified organic, sustainably sourced vitamins and herbal products stronger than ever, retailers can expect ongoing investment in product development, supply chain transparency, and consumer education—key factors for long-term category growth.

Setting a New Standard in Skincare and Nutraceutical Innovation

When it comes to vitamin C, both the skincare and natural health supplement industries have long wrestled with the same challenge: stability. L-ascorbic acid, the purest form of vitamin C, is notoriously unstable. Once exposed to water, oxygen, or light, it oxidizes quickly—losing potency and efficacy before consumers can finish the product.

On September 9, 2025, Los Angeles–based skincare company Matter of Fact announced it had been granted U.S. Patent No. 12,390,444 for a breakthrough method that finally solves this decades-old problem. The patent covers a novel way of solubilizing and stabilizing vitamin C in a water-free formulation, ensuring potency and clinical performance from the first day of use to the very end of its two-year shelf life.

This development does not only mark a milestone for the beauty sector—it also carries important implications for supplement formulators, health retailers, and the broader nutraceutical industry.

Why Vitamin C Stability Matters

Vitamin C remains one of the world’s most in-demand ingredients. In skincare, it is prized for its ability to brighten the complexion, reduce the appearance of wrinkles, and defend against oxidative stress caused by UV exposure and pollution. In supplements, it supports immune health, collagen production, and antioxidant protection.

The challenge has always been that L-ascorbic acid degrades rapidly in water, the main solvent in most creams, serums, and ingestible products. Many formulas either sacrifice stability for performance or use derivatives of vitamin C that are less potent than the pure form.

Matter of Fact’s approach changes the game. By using urea as a co-solvent and combining it with ferulic acid in a proprietary water-free solubilization process, the company has created a system that keeps vitamin C fully dissolved, highly stable, and clinically effective.

Clinical Evidence and Industry Validation

The patented process is not just theoretical. Matter of Fact conducted three independent 12-week clinical studies on 64 participants, even testing products near the end of their two-year shelf life. The results demonstrated:

• Noticeable improvement in dark spot intensity.
• Significant reduction in the appearance of fine lines and forehead wrinkles.
• Proven efficacy that matches—or exceeds—the leading global benchmarks for vitamin C serums.

The research was peer-reviewed and published in the Journal of Investigative Dermatology (2023) and presented at the International Societies for Investigative Dermatology (ISID) conference in Tokyo. This was the first time an independent skincare brand had presented at the prestigious event, further highlighting the innovation’s credibility.

Founder-Led Innovation

Unlike many patents developed by contract research organizations, this one was personally spearheaded by Paul Baek, Matter of Fact’s founder and a Harvard-educated, first-generation Korean-American. Baek began working on vitamin C stabilization in 2018, determined to overcome one of the industry’s longest-standing formulation barriers.

“We didn’t just aim to stabilize vitamin C,” Baek explained. “We set out to redefine what’s possible and reshape industry standards. This patent proves that independent brands can bring meaningful innovations to market and create real change.”

Implications for the Supplement and Natural Health Sector

While this patent applies specifically to skincare, the implications reach into the nutraceutical industry. Canadian natural health retailers and formulators should take note:

• Extended Shelf Stability: Consumers often hesitate to purchase high-dose vitamin C serums or supplements for fear they will lose potency before finishing the product. Improved stability could lead to higher consumer trust and repeat sales.
• Clean Label Expectations: Today’s wellness consumers want fewer additives and maximum efficacy. Stabilization technologies that avoid heavy preservatives or artificial stabilizers are likely to resonate with this market.
• Innovation Opportunities: Independent Canadian supplement companies can look to Matter of Fact’s patent as a model for pushing boundaries. As Health Canada tightens regulatory expectations for natural health products, demonstrating both stability and efficacy will become critical.

According to Market Data Forecast, the global vitamin C market is projected to grow at a CAGR of 5.2% through 2030, driven by demand in both functional skincare and dietary supplements. Stabilization breakthroughs like this could accelerate that growth by building consumer confidence in long-term product performance.

A Turning Point in the Vitamin C Story

Matter of Fact’s achievement is more than just another patent—it represents a shift in how brands approach ingredient integrity and consumer trust. By ensuring vitamin C maintains its potency for two full years, the company has effectively rewritten the rules of one of the supplement and skincare industry’s most important categories.

For Canadian retailers, health practitioners, and product formulators, this innovation is a reminder that the next wave of growth lies in science-backed, clinically proven solutions. As consumers demand both transparency and results, the brands that invest in research—not just marketing—will set the standard for the years ahead.

Doseology Sciences Inc. has entered into an asset purchase and sale agreement to acquire the Feed That Brain™ (FTB) division from Joseph Mimran & Associates Inc. for a total consideration of $400,000, structured through the issuance of company securities. The acquisition includes FTB’s full suite of assets, including intellectual property, distribution agreements, and branding rights.

Founded by Forbes-recognized wellness innovator Rena R. Dempsey, FTB specializes in cognitive performance and “beauty-from-within” supplements. This acquisition positions Doseology to accelerate the Canadian rollout of its clean energy pouches, reinforcing its strategy to lead in wellness-driven performance and nicotine harm reduction formats.

In conjunction with the acquisition, Doseology has appointed retail visionary Joseph Mimran as a strategic advisor under a three-year agreement. Mimran, known for building and revitalizing brands such as Kit and Ace, Tilley, and Mastermind Toys, will provide high-level guidance on brand development, retail strategy, and growth execution.

“Doseology is building something both innovative and timely,” said Mimran. “I’m excited to work alongside the team in shaping a brand that redefines how energy and performance can be delivered.”

The transaction remains subject to regulatory approval and customary closing conditions.

Designed with a clinically researched blend of adaptogens, herbs, and minerals, AGZ supports the body’s natural rhythm across three key phases of rest: winding down, deep sleep, and waking refreshed.

Unlike traditional sleep aids, AGZ is a melatonin-free formula, leveraging research-backed ingredients including Magtein® magnesium L-threonate, saffron, L-theanine, ashwagandha, valerian, and lemon balm. These components have been clinically shown to reduce stress, calm the nervous system, and promote restorative sleep cycles without dependency.

AG1 CEO Kat Cole explained that the move into sleep support is a direct response to customer demand and emerging science. “In addition to the growing research on the impact sleep has on overall health, thousands of customer conversations over the years made it clear that foundational nutrition was just the beginning of our opportunity, and sleep issues were a huge need we could address,” said Cole. “With the launch of AGZ, our second all-new product, we continue supporting customers’ health journeys, now both morning and night.”

AGZ complements AG1’s original daily formula by establishing a full-circle wellness routine — AG1 fuels energy and focus throughout the day, while AGZ enhances nightly rest and recovery. The product is NSF Certified for Sport®, ensuring rigorous safety and quality standards. It contains no added sugars, artificial colours, flavours, or binders, making it suitable for a broad consumer base, including elite athletes and health-conscious professionals.

Designed for nightly use, AGZ comes in a convenient powdered format, formulated to mix with as little as four ounces of liquid. Available in three flavours — Mixed Berry, Chocolate, and Chocolate Mint — AGZ is free of artificial sweeteners and crafted to integrate seamlessly into consumers’ evening rituals.

Since its founding in 2010, AG1 has built a global following among wellness enthusiasts, health professionals, and athletes. Following recent product innovations like AG1 Next Gen and AG1 Flavours, as well as expanded retail distribution through Costco, the launch of AGZ underscores AG1’s commitment to offering holistic solutions that support whole-body health around the clock.