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SupplySide Global 2025: 9 Game-Changing Trends for Canadian Health Retailers

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IHR Magazine
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After 28 years as SupplySide West, the industry’s most anticipated ingredient showcase returned to the Mandalay Bay Convention Centre with a new name and an even bigger mandate. SupplySide Global 2025, held October 27-30, wasn’t just a rebrand—it was a statement of intent for an industry that’s truly gone worldwide.

With over 20,000 attendees and more than 1,600 exhibitors filling the expo halls, this year’s show proved that the health and nutrition sector isn’t just thriving—it’s transforming. For Canadian retailers and brands looking to stay ahead of consumer demands, the insights gathered from these four days are nothing short of essential.

A Show Floor That Speaks to Our Times

Walking the aisles this year felt different. The energy was electric, but more focused. Exhibitors weren’t just showcasing ingredients—they were presenting solutions to real consumer challenges. The introduction of dedicated zones for food and beverage, dietary supplements, and first-time exhibitors made navigation intuitive and ensured that even smaller innovators had their moment in the spotlight.

The New Exhibitor Zone deserves special mention. It’s where we discovered some of the show’s most exciting finds, including BioVivo Science making their U.S. debut with American-grown botanicals like American ginseng and saw palmetto. For an industry increasingly focused on supply chain transparency and “grown close to home” narratives, these locally sourced ingredients represent exactly the kind of innovation Canadian retailers should be watching.

The Top Trends Reshaping Retail Shelves

1. Healthspan Takes Centre Stage

Forget anti-ageing—the conversation has evolved. Scott Dicker, senior director of market insights at SPINS, who walked the show floor with industry watchers, confirmed what many suspected: healthspan is the dominant theme of 2025 and beyond. “We’ve been talking about healthspan for a couple of years, and we’ve really seen it evolve to the point where this is probably the thing we’re seeing most on the show floor,” Dicker explained.

This trend is manifesting in sophisticated ways. Exhibitors showcased ingredients targeting hormonal health, beauty-from-within, bone and muscle health, and cellular protection. The narrative has shifted from simply living longer to living better—a message that resonates deeply with the conscious consumers walking into Canadian health food stores today.

2. Pycnogenol’s Expanded Wellness Portfolio

At booth #4724, Horphag Research demonstrated why some ingredients become category staples—they keep delivering new science. This year’s spotlight on Pycnogenol®, the French maritime pine bark extract, revealed compelling clinical findings that build on Pycnogenol®’s key antioxidant and anti-inflammatory properties, addressing the versatile healthspan support consumers are looking for today. The new research presented at the show focused on three particularly relevant areas for today’s consumers: its ability to act as a powerful extracellular matrix activator for skin, joint and eye care , cellulite reduction, and support for GLP-1 users. The cellulite research is especially noteworthy—a clinical trial conducted in China showed that daily supplementation with Pycnogenol significantly reduced cellulite severity and improved skin roughness, giving retailers a science-backed beauty-from-within story that extends
beyond the usual collagen narrative.
Even more timely is the emerging data on Pycnogenol’s role in supporting individuals using GLP-1 medications. As the weight management landscape shifts toward pharmaceutical interventions, ingredients like Pycnogenol that can support cardiovascular health, skin elasticity during weight loss, and overall wellness provide exactly the kind of companion nutrition consumers are seeking.
Pycnogenol’s evolution to a multi-faceted wellness ingredient demonstrates how established, well-researched ingredients can find new relevance by addressing contemporary health concerns. For retailers, it’s a reminder that the “classics” deserve shelf space—especially when backed by decades of research and over 160 published studies.

3. The GLP-1 Phenomenon—Companion Over Competitor

Love it or hate it, you couldn’t escape the GLP-1 conversation at SupplySide Global 2025. But here’s where it gets interesting for retailers: the smartest brands aren’t trying to compete with pharmaceutical weight loss drugs—they’re complementing them.

Dicker noted that traditional weight management supplements (fat burners, appetite suppressants) have been declining by double digits year-over-year, but companion products designed to fill nutrient gaps for GLP-1 users are surging. “If people look to fill nutrient gaps, multivitamins certainly have higher household penetration,” he observed. This creates a genuine retail opportunity: educating customers on proper nutritional support during their weight loss journey rather than positioning against mainstream medical treatments.

That said, exhibitors making overblown claims about “natural GLP-1 alternatives” were met with skepticism—and rightly so. As one industry veteran put it bluntly, “Companies making real or implied claims that their food ingredients are somehow acting like a drug are begging for trouble.” The message for retailers? Focus on evidence-based companion nutrition, not miracle claims.

4. Brain Health Gets an Energy Boost

The convergence of cognitive health and energy management emerged as a defining megatrend—what some are calling “brainergy.” From nootropics enhancing mental performance to mushroom extracts supporting focus, exhibitors presented ingredient solutions that go far beyond caffeine.

Lion’s mane mushroom continued its dominance as the category leader, with its erinacines delivering measurable cognitive benefits that consumers can actually feel. New forms of caffeine—like sustained-release varieties and paraxanthine, caffeine’s primary metabolite—promise focused energy without the jitters or crash.

Retailers should note that younger consumers are particularly drawn to these functional mind-and-mood products, often preferring them in beverage formats rather than traditional capsules. The opportunity to cross-merchandise cognitive support with energy drinks and functional beverages has never been clearer.

5. Bioavailability Becomes Non-Negotiable

Here’s a trend that separates serious brands from pretenders: bioavailability. It’s no longer enough to list impressive-sounding ingredients on a label—consumers and retailers alike want proof that those nutrients are actually being absorbed.

From liposomal delivery systems to next-generation nanovesicles like Nusomes, ingredient suppliers are investing heavily in technologies that enhance absorption. For retailers, this creates a powerful differentiation story. When customers ask, “What makes this brand better?” you can now point to clinical bioavailability data showing nutrients actually reaching the bloodstream.

6. Gut Health’s Expanding Universe

The gut-health conversation has matured beyond probiotics. While targeted, strain-specific probiotics for mood, cognition, heart health, and even skin continue to proliferate, prebiotics and postbiotics are claiming their share of the spotlight.

SPINS research reveals a fascinating generational split: younger consumers prefer getting digestive health benefits from functional foods and beverages, while older demographics over-index on supplements. This insight should inform merchandising strategies—positioning prebiotic sodas and fermented snacks where Millennials and Gen Z shop, while ensuring robust supplement options remain accessible for Boomer customers.

7. Natural Colours Paint a Brighter Picture

With consumer backlash mounting against synthetic, petroleum-based food dyes—and regulatory threats looming—natural colour solutions are experiencing a renaissance. The show floor was awash (literally) with vibrant natural alternatives derived from fruits, vegetables, and minerals.

For Canadian brands formulating gummies, beverages, or any product requiring visual appeal, the investment in natural colours isn’t just about clean-label marketing anymore—it’s about future-proofing against potential regulatory changes and meeting consumer expectations for transparency.

8. India’s Ayurvedic Innovation

The presence and sophistication of Indian ingredient suppliers was impossible to miss. Backed by thousands of years of ayurvedic tradition and modern scientific validation, ingredients like ashwagandha, curcumin, shilajit, and shatavari have moved from obscure botanicals to mainstream wellness staples.

What’s particularly impressive is how Indian suppliers are combining traditional knowledge with cutting-edge extraction technologies and clinical research, delivering standardised, bioavailable ingredients that meet Western regulatory expectations. For retailers, these ingredients offer compelling stories rooted in ancient wisdom validated by modern science—exactly the narrative today’s educated consumers crave.

9. Creatine’s Comeback—Beyond the Gym

Thirty years after its bodybuilding heyday, creatine is experiencing a dramatic mainstream renaissance. The catalyst? Recognition that this metabolic energy booster benefits far more than just muscle performance.

Menopausal women seeking bone health support, everyday fitness enthusiasts, and anyone needing mental energy are discovering creatine’s benefits. Since the brain uses 20% of the body’s energy despite being only 2% of body weight, creatine’s cognitive support potential is enormous. Expect to see creatine in innovative formats—gummies, ready-to-drink beverages, even functional waters—reaching demographics that would never have considered traditional powder supplements.

Sustainability Wasn’t Just Talk—It Was Action

SupplySide Global 2025 demonstrated that sustainability commitments are becoming operational reality, not just marketing rhetoric. The show ran on 100% renewable electricity, eliminated 380,000 square feet of aisle carpeting, replaced printed materials with digital alternatives, and featured compostable serviceware throughout.

Perhaps most touching was the Bark Park, where attendees could decompress with adoptable puppies—combining wellness with social impact in a way that felt authentic rather than performative. Post-show, booth materials were donated to Habitat for Humanity, and trees from the expo hall were replanted in Las Vegas neighbourhoods.

The Retail Takeaway

SupplySide Global 2025 delivered a clear message: the health and nutrition industry is maturing rapidly, moving from trend-chasing to solution-providing. For Canadian retailers, the implications are significant:

Stock smarter, not just broader. Focus on ingredients with proven bioavailability and clinical backing. Your customers are getting educated, and generalisations won’t cut it anymore.

Tell better stories. The ingredients showcased in Las Vegas come with compelling narratives—from Indian ayurvedic wisdom to American-grown botanicals to decades-researched pine bark extracts. Use them to create emotional connections with your customers.

Think cross-category. The lines between supplements, functional foods, and beauty products are blurring. Merchandising strategies should reflect this convergence.

Prepare for the companion revolution. As pharmaceutical interventions become more common, natural products will increasingly play supporting roles. Frame your offerings accordingly.

Next year’s show shifts to a three-day format (October 28-30, 2026), but the momentum from this year’s event will carry the industry forward for months to come. For those who attended, it was a reminder of why this show remains essential. For those who missed it, the trends are clear: innovation is accelerating, standards are rising, and the future of health and wellness looks brighter—and more scientifically grounded—than ever.

For more coverage of natural health industry trends and retail strategies, visit IHRmagazine.com

Natural speech, dementia risk and what retailers need to know about brain health

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IHR Magazine
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When everyday speech becomes a brain health signal

As Canada’s population ages, dementia is no longer a distant clinical concern. It is showing up in the everyday lives of your customers: a regular who suddenly “doesn’t feel as sharp,” a caregiver who worries about a parent’s growing difficulty finding words, or an older adult who now avoids conversation because speaking feels harder than it used to.

Emerging research suggests that natural speech patterns – especially how quickly we speak and how often we pause or rely on filler words – may be closely tied to the health of the brain’s executive functions. These functions include planning, flexible thinking, self-monitoring and working memory. When they begin to slip, the signs may surface in conversation long before a formal diagnosis is ever discussed.

For health retailers, this evolving science is essential. It highlights the role your team can play as frontline observers of change and reinforces the critical importance of lifestyle and cardiovascular health for protecting the brain over time.

What new speech-and-brain research is showing

In recent years, researchers have been asking a simple question: Can the way people talk in everyday situations tell us anything meaningful about their cognitive health? To explore this, they have invited adults across a wide age range to complete two kinds of tasks:

  • standard tests of mental abilities, including executive function, and
  • short recordings of natural speech, often describing complex everyday images or scenes in their own words.

Rather than relying on a human listener to rate performance, these speech samples are processed by advanced computer algorithms. These tools can measure hundreds of features in seconds, including:

  • the rate of speech (how many words per minute)
  • the number and length of silent pauses
  • how frequently someone uses filler words such as “um” and “ah”
  • how often words or phrases are repeated
  • how complex or straightforward the sentences are.

Across multiple groups of participants, one pattern keeps appearing: timing-related features of speech – talking much more slowly, pausing often, leaning heavily on filler words – tend to track with poorer performance on executive function tests. In other words, when the brain has more trouble organizing, inhibiting and processing information, speech often slows down and becomes less fluid.

This does not mean that every slow or hesitant speaker is developing dementia. But it does suggest that natural speech, analyzed carefully, can serve as a non-invasive window into how efficiently the brain is working.

What counts as a red flag – and what does not

It is very common for older adults to worry about “losing words” or stumbling mid-sentence. The evidence so far offers a more reassuring – and more precise – picture.

  • Occasional pauses are normal. Most people, at any age, experience moments when the right word will not come. On its own, this is not a reliable sign of cognitive decline.
  • Consistent slowing is more meaningful. A more concerning pattern is when someone’s overall speech becomes noticeably slower than their own baseline, or when they increasingly rely on filler sounds to keep the floor in conversation.
  • Change over time matters most. A single conversation does not tell the whole story. What matters is whether there has been a clear shift over months or years – especially if the person, their family or their friends all notice that speaking feels effortful in a way that it did not before.

Researchers emphasize that speech-based measures are not diagnostic tools. They cannot, on their own, confirm dementia or even mild cognitive impairment. Instead, they work best as an early warning system. When changes in speech are tracked over time, they may help clinicians identify people whose brain function is declining faster than expected for their age, prompting earlier assessment and support.

For retailers, the practical message is to notice patterns, not to label them. A customer who is speaking slowly, appears frustrated with word-finding, and also mentions memory concerns may benefit from gentle encouragement to discuss these changes with a health-care provider.

AI, speech analytics and the future of dementia screening

The link between speech and cognition is now being explored with powerful new tools. Speech analytics platforms can automatically transcribe and analyze short voice samples to flag patterns associated with cognitive stress. In research settings, these tools are being tested to:

  • distinguish healthy older adults from those with mild cognitive impairment,
  • monitor cognitive change over time in a more sensitive way than paper tests, and
  • support clinical trials of dementia therapies by providing a fast, repeatable measure of brain function.

There is also growing interest in using data from everyday voice interactions – such as virtual assistants, phone calls or telehealth sessions – to monitor subtle changes in speech across months and years.

It is important to stress that these technologies are still being refined, and any responsible use will need to address privacy, consent and equity. But the direction is clear: natural speech is emerging as a promising “digital biomarker” of brain health. Over time, validated tools could be integrated into primary care, telemedicine and brain health programmes – spaces where health retailers are increasingly active as partners and referral points.

Modifiable risk factors: why lifestyle still matters

Speech may eventually help us detect cognitive change earlier, but it does not replace the fundamentals of prevention and risk reduction. Dementia and age-related cognitive decline are influenced by:

  • Non-modifiable factors such as age and genetics, and
  • Modifiable factors linked to cardiovascular health, lifestyle and environment.

From a practical standpoint, the key modifiable areas include:

  • Physical activity: Regular movement supports blood flow, insulin sensitivity and vascular health, all of which benefit the brain. Even simple behaviours like brisk daily walks can make a difference.
  • Cardiovascular risk: High blood pressure, elevated blood lipids, diabetes and smoking are all recognized risk factors for cognitive decline. Addressing these through diet, lifestyle and appropriate medical care is central to protecting the brain.
  • Social connection: Isolation and loneliness are increasingly recognized as major drivers of cognitive decline. Something as simple as going for a walk with a friend combines physical activity with social contact – a highly protective combination.
  • Cognitive stimulation: Lifelong learning, mentally challenging work, hobbies, reading and bilingualism appear to build “cognitive reserve” – the brain’s ability to cope with damage before symptoms appear.
  • Sleep and stress: Chronic sleep disruption and ongoing stress can impair memory, mood and executive function. Supporting healthy stress-management and sleep habits is a critical, and often overlooked, part of brain health.

Natural products and targeted nutrition can support many of these domains, but they work best when combined with changes in daily habits.

Practical implications for health and nutrition retailers

So what does all of this mean on the store floor? For IHR’s readers, there are several clear opportunities to translate this emerging science into better support for customers and communities.

  1. Train staff to listen, not diagnose
    Staff who serve long-time customers often notice when someone is “not themselves.” Training can help them:

    • recognise patterns such as noticeably slower speech, frequent long pauses or repeated fillers,
    • respond with patience and respect, allowing extra time for conversation, and
    • suggest, when appropriate, that the customer discuss these changes with their health-care provider or pharmacist.
  2. Make brain health part of everyday conversations
    Brain health can be woven naturally into consults about stress, sleep, heart health or healthy ageing. Simple, non-threatening questions like “Have you noticed any changes in focus, memory or word-finding?” can open the door for important discussions.
  3. Curate evidence-informed brain health sections
    Retailers can highlight products and dietary patterns that support cardiovascular and metabolic health, such as:

    • heart-friendly oils, fibre-rich foods and low-sugar options,
    • nutrients commonly studied for cognitive support, presented with realistic, compliant claims, and
    • combination protocols that link nutrition with lifestyle suggestions (for example, pairing a stress-support formula with education on sleep hygiene and daily movement).
  4. Create a community around movement and connection
    In-store education events, walking groups, brain health seminars and small-group workshops can address two key risk factors at once: physical inactivity and social isolation. These gatherings also strengthen trust and loyalty with your customers.
  5. Partner with local clinicians and brain health programmes
    Retailers can become known as trusted referral points by building relationships with local family practices, pharmacies, memory clinics and community centres. Clear communication about when to refer (for example, when a customer or their caregiver reports noticeable changes in speech and thinking) keeps everyone working toward the same goal.

Looking ahead: could speech become the sixth vital sign?

Blood pressure, heart rate, blood sugar and cholesterol are already central to chronic disease prevention. As the science matures, natural speech patterns may join them as a practical, low-cost signal of how well the brain is coping with the demands of everyday life.

For health and nutrition retailers, this is not a call to become diagnosticians. It is an invitation to recognize that how customers speak – and how they feel about their thinking – is part of their overall wellness picture. When that picture starts to change, your store can be a place where they feel heard, respected and guided toward appropriate care and supportive, evidence-informed lifestyle tools.

Speech may be the way we share our stories, but it is also a reflection of the brain behind them. Paying attention to those subtle changes today can help more Canadians maintain clearer thinking, better function and a higher quality of life as they age.

Canadians Want More Care from Their Pharmacies

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IHR Magazine
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As millions of Canadians continue to navigate long waits, provider shortages and overcrowded emergency rooms, one solution is emerging clearly from the public: let pharmacies do more.

New national polling from the Neighbourhood Pharmacy Association of Canada (Neighbourhood Pharmacies) and Abacus Data shows that more than 75 per cent of Canadians support an expanded scope of pharmacy services. Their message is practical and urgent: unlock more care at the pharmacy level to improve timely access, reduce pressure on hospitals and better serve rural and remote communities.

“Nearly one in four Canadians still do not have a family doctor or nurse practitioner,” notes Sandra Hanna, CEO of Neighbourhood Pharmacies. “More people are leaning on pharmacies to fill critical gaps in their care. Pharmacies are proud of their role as primary care hubs—helping patients get the care they need quickly and easing the load on hospitals, clinics and doctors’ offices.”

Over the past several years, many provinces have taken incremental steps in that direction, authorizing pharmacists to:

  • Assess and treat a broader list of minor ailments
  • Administer an expanding range of vaccines
  • Offer more point-of-care diagnostic testing

These changes proved their value during the pandemic, when pharmacies played a central role in vaccination, medication management and front-line triage. Now, the public appetite for pharmacy-based care is growing even stronger.

Neighbourhood Pharmacies says Canada’s pharmacies are ready to take on even more responsibility to strengthen primary care and improve system efficiency. The association is working with federal and provincial partners to:

  • Expand scope of practice for pharmacists and pharmacy teams
  • Remove regulatory barriers that limit practice across provincial borders
  • Grow workforce capacity to meet rising demand
  • Build greater financial stability for the sector so services can be sustained

Canadians are clearly on side. In the latest polling, nearly eight in ten respondents said they believe the health system becomes more efficient and more accessible when pharmacies introduce additional services.

“People across Canada view pharmacies and their teams as trusted front-line providers of everyday care,” says Hanna. “We are honoured to have earned that trust, and with the right support, pharmacies are committed to ensuring more patients get timely care, when it can have the greatest impact.”

For IHR readers—pharmacy owners, managers, and health retailers—this trend is more than a data point. It is a roadmap. As scope expands, pharmacies can:

  • Integrate more clinical services into the front of store and dispensary
  • Connect health products, supplements and diagnostics with point-of-care consultations
  • Position themselves as accessible, neighbourhood primary care hubs

The opportunity is to align operations, staffing, training and product mix with what Canadians already say they want: more care, closer to home, delivered by teams they trust.

Cloned Meat, No Label: Why This Regulatory Shift Matters to Natural Health Retailers

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IHR Magazine
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A quiet but significant change to Canada’s food rules is about to reshape what “clean label” really means at the meat counter. Health Canada is updating its Novel Foods framework in a way that would remove cloned cattle and swine from the definition of “novel foods”.

In practice, this means beef and pork from cloned animal lines could enter the Canadian food supply without a dedicated novel food safety review and without mandatory labelling to identify cloned origins. On the shelf, cloned and non-cloned products would look identical to the average shopper.

Cloned animals are typically produced through advanced reproductive technologies, with their offspring entering the conventional meat stream. Under the previous approach, foods from cloned livestock were treated as “novel” and captured under a specific policy for pre-market assessment. The new direction aligns cloned beef and pork with conventional meat, while leaving consumers with no clear way to distinguish between the two.

One Canadian pork producer is openly challenging that direction. duBreton, known for its Certified Humane and organic pork, has stated that it does not use cloning and will never adopt the practice. The company is calling on food brands to go beyond regulatory minimums by adopting voluntary, third-party-verifiable “no cloned animals” labelling and transparency commitments. The message is simple: if cloned meat can enter the system without a label, consumers should still have the option to choose brands that do not participate.

For natural health and clean-label retailers, this shift lands at a moment when trust, traceability and ethical sourcing sit at the centre of purchase decisions. Shoppers who choose organic, grass-fed, regenerative or humane-certified proteins are already reading beyond the Nutrition Facts panel. The possibility of cloned animal lines in the conventional meat supply raises fresh questions about how you communicate “natural”, “traditional breeding” and “responsibly raised” at the shelf and online.

What can retailers and brands do now?

  • Ask upstream questions. Engage meat and prepared-food suppliers on whether they use cloned lines or plan to, and what documentation they can provide to confirm their position.
  • Clarify claims. If you promote organic, humane or regenerative certifications, highlight that these systems exclude cloning and rely on traceable, audited standards.
  • Educate your customers. Many Canadians are not aware that cloned meat is on the regulatory agenda. A short explainer in your newsletter, on your website or through in-store communication can position your business as a proactive, transparent guide.

duBreton is also inviting its retail and supply chain partners to join in advancing transparency around animal cloning and gene-edited production, with the goal of making responsibly raised pork accessible while preserving consumer trust in Canadian food.

As this regulatory update moves forward, IHR will continue to follow what it means for food formulators, supplement brands working with functional proteins, and retailers who have built their reputations on ingredient integrity and openness.

Robert Lewandowski signs on as global face of KSM-66 Ashwagandha

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IHR Magazine
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KSM-66 Ashwagandha has added elite star power to its science-backed adaptogen story.

The clinically researched ashwagandha root extract, manufactured by Ixoreal Biomed and used by more than 4,500 brands worldwide, has named FC Barcelona striker and Poland captain Robert Lewandowski as its new global brand ambassador.

For the natural health and supplement industry, this is a powerful alignment of high-performance sport, traditional Ayurveda, and modern clinical validation.

A long-time user, not a celebrity add-on

According to KSM-66, this is not a typical endorsement deal built in a boardroom. Lewandowski has reportedly been using KSM-66 Ashwagandha for years, relying on the root-only extract to support recovery, mental focus, and consistency at the top level of the game.

“At 37, playing at this level is not just about training harder, it is about recovering smarter,” Lewandowski says. “I have been using KSM-66 for years because it helps with what matters most: recovery after intense matches and staying mentally focused under pressure. Your body and mind need to work together.”

The partnership also builds on an existing connection: the Lewandowski family’s wellness brand, Levann, has already been formulating with KSM-66 Ashwagandha in its own products. That long-term usage, the company notes, is part of what makes the partnership feel authentic rather than transactional.

Root-only ashwagandha and clinical validation

KSM-66 is positioned as a certified organic, root-only ashwagandha extract that reflects over 4,000 years of Ayurvedic tradition while meeting modern scientific and regulatory expectations. It is currently backed by more than 70 clinical studies supporting benefits in areas such as stress, sleep, cognitive function, and overall wellness.

The company stresses that using only the root is not just a branding choice; it is a quality and safety stance. While some manufacturers blend in stems and leaves to cut costs, KSM-66 points to advisories from Indian authorities that raise concerns around non-traditional plant parts being used for ashwagandha products. Root-only extraction, they argue, is more consistent with historic use and with the safety and purity profile modern consumers expect.

“Root-only extraction of ashwagandha adheres to thousands of years of traditional usage and modern clinical validation,” notes Paras Jain, COO of KSM-66. “When performance is non-negotiable, quality cannot be compromised.”

Why this matters for health brands and retailers

For formulators and retailers in the natural health space, the Lewandowski partnership signals several important trends:

  • Evidence-based adaptogens are going mainstream. Positioning is shifting from vague “stress support” to specific, clinically validated outcomes tied to performance, recovery, and mental focus.
  • Elite athletes want credible science. When an athlete at 37 links their longevity to a specific ingredient and its clinical backing, it reinforces the message that serious performance requires serious evidence.
  • Consumer education is moving toward quality cues. Root-only sourcing, organic certification, and transparent clinical data are becoming key differentiators in a crowded stress and sleep category.

Kartikeya Baldwa, Founder and CEO of KSM-66, frames the partnership as a formal recognition of a relationship built on results rather than marketing alone.

“Robert did not choose us for a headline,” Baldwa says. “He chose us long ago based on quality and clinical validation. His sustained excellence reflects results that come from uncompromising standards.”

As demand for adaptogens, stress support, and recovery-focused formulas continues to rise, this type of athlete–ingredient alignment may set a new benchmark for how brands communicate credibility, quality, and performance to increasingly informed consumers and health practitioners.

Naturopathic Leaders Honoured at Inaugural BCND Awards of Excellence

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IHR Magazine
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The Association of BC Naturopathic Doctors (BCND) has launched its first-ever BCND Awards of Excellence, celebrating naturopathic doctors and students who are elevating integrative care, education, and advocacy across British Columbia.

Held in Vancouver, the inaugural event brought together clinicians, educators, clinic leaders, and students to recognise outstanding contributions in areas such as advocacy, leadership, mentorship, student engagement, and lifetime service. The awards also highlighted collaborative, patient-centred clinic care and honoured influential figures whose work helped shape the profession in the province.

“We are thrilled to come together as a community and recognize individuals who advance naturopathic medicine every day,” said Dr. Vanessa Lindsay, ND, BCND Board President. “Their dedication, compassion, and commitment to helping patients live healthier lives reflect the true value of naturopathic care for people and communities across British Columbia.”

The 2025 BCND Awards of Excellence showcase the depth and breadth of naturopathic practice in B.C.—from front-line clinical work to policy advocacy, from classroom leadership to mentorship of the next generation of practitioners.

2025 BCND Awards of Excellence Recipients

  • Lifetime Achievement: Dr. David A. Scotten, ND
  • Excellence in Advocacy: Dr. Deborah Phair, BSc (Pharm), ND
  • Excellence in Naturopathic Education: Dr. Kelly Fujibayashi, ND
  • Excellence in Leadership: Dr. Christoph Kind, BSc, ND
  • Emerging Leader: Dr. Romi Fung, ND, PhD (cand.)
  • Naturopathic Student Advocacy Award: Emily Chiasson
  • Excellence in Naturopathic Legacy: Dr. E. R. (Ted) Sleigh, BSc, ND

2025 Honourary Members

  • Dr. Michael Reierson, ND
  • Dr. E. R. (Ted) Sleigh, BSc, ND

Clinic Recognition

  • ND Clinic of Distinction: Family Health Clinic, Langley, B.C.

By spotlighting these leaders and innovators, the BCND Awards of Excellence underscore the growing impact of naturopathic medicine within Canada’s broader health landscape—an important development for health retailers, clinic partners, and integrative care teams watching this sector evolve.

Some Canadian Shoppers Have Switched Back to U.S. Products

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IHR Magazine
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Why Loblaw’s Warning Matters for Health and Wellness Retailers

When the head of the country’s largest grocery retailer says Canadian shoppers are starting to switch back to U.S. products, the rest of the market pays attention.

That is exactly what happened when Loblaw’s CEO recently told analysts that, in some categories, Canadian customers who had pivoted to domestic goods during the height of trade tensions are now drifting back to U.S. brands.

On the surface, it sounds like a grocery story. In reality, it is a signal that affects every corner of the health and wellness ecosystem—from health food stores and supplement retailers to natural beauty and personal care.

For readers of IHR, the message is simple: the “Buy Canadian” wave is not over, but it is evolving.

From boycott energy to budget reality

Not long ago, the momentum was firmly on the side of Canadian-made.

As tariffs and political rhetoric escalated, consumers rallied around local products. Retailers invested heavily in “Made in Canada” endcaps, shelf tags, and digital campaigns. For many health and natural product operators, it felt like the perfect alignment of values and commerce:

  • Consumers were actively seeking Canadian flags on labels.
  • Domestic brands finally had a chance to compete not just on quality, but on story and patriotism.
  • Retailers could differentiate with curated assortments of Canadian foods, supplements, and personal care products.

That period was real, and many stores built meaningful traffic and loyalty on it.

But household budgets have been under pressure for a long time. As some tariffs soften, supply chains stabilize, and U.S. imports sharpen their pricing and promotions, it is not surprising that a portion of shoppers are testing familiar U.S. names again—especially in mass categories where they perceive the products as “close enough.”

The result is a new kind of consumer tension: values versus value.

What Loblaw is seeing—and why it will not stay in one channel

Loblaw’s vantage point is useful because of its sheer scale. Across discount and conventional banners, the retailer has a front-row seat to shifts in price sensitivity, brand loyalty, and origin preferences.

The topline picture looks like this:

  • The “Buy Canadian” mindset is still present, but no longer absolute.
  • Shoppers remain interested in Canadian products, particularly in fresh, local, and specialty categories.
  • In centre store and commoditized segments, some are willing to cross back to U.S. brands when the price difference is obvious.

If this is showing up in large-format grocery, health, and specialty retailers should assume it will eventually show up in their aisles, too—whether in cold and flu remedies, vitamins, sports nutrition, better-for-you snacks, or natural personal care.

Why health, wellness, and supplement retailers cannot ignore this

For IHR’s audience, the stakes are very specific. Many health-focused retailers spent the last few years:

  • Rebalancing assortments toward Canadian-made brands.
  • Telling a strong “local and Canadian first” story in marketing.
  • Using origin as a key differentiator against big-box and pure-play e-commerce.

If part of the market is now willing to reintroduce U.S. brands into their baskets, several fault lines appear:

  1. Margin pressure
    U.S. suppliers, especially in supplements and functional foods, may return with aggressive pricing, pack sizes, and promotions. Domestic brands that once enjoyed an advantage may now be forced into discounting to defend shelf space.
  2. Assortment expectations
    Some customers will start asking, “Why do you not carry this U.S. brand I see at mass?” If your shelves feel too narrow or “preachy,” you risk losing the pragmatic shopper who values choice as much as principle.
  3. Story fatigue
    If your only narrative is “we are Canadian,” shoppers may tune out once the emotional intensity around tariffs fades. Consumers now expect more nuance—proven efficacy, clean labels, sustainability, and service, not just a flag.

From flag-waving to value stacking

So how do you respond without abandoning your Canadian positioning or being undercut by aggressive U.S. competition?

The answer is not to dismantle what you have built, but to refine it.

1. Re-segment your customers

Not everyone who embraced “Buy Canadian” did so for the same reasons. Inside your loyalty file and daily traffic, you likely have:

  • Core Local Loyalists – They will prioritize Canadian-made almost regardless of price, especially for supplements and foods tied to health outcomes.
  • Pragmatic Patriots – They love Canadian stories, but only within a certain price band. If the gap widens too far, they will compromise.
  • Category-Selective Shoppers – They want a specific U.S. brand for sports nutrition, or a particular dermatology line, but are happy with Canadian options elsewhere.

Once you understand these groups, you can tailor your approach: more education and deep storytelling for loyalists; sharper, time-limited promotions and side-by-side comparisons for pragmatists; and high-impact destination U.S. brands for the selective group.

2. Upgrade your shelf communication

Loblaw proved that simple shelf symbols can teach Canadians to shop by origin and impact. You do not need a tariff icon to do the same.

Consider:

  • Clear, consistent “Made in Canada” and “Imported” icons across vitamins, foods, and personal care.
  • Short, benefit-driven shelf-talkers that answer, in one line, why the Canadian product earns its place: better traceability, shorter supply chain, aligned regulations, or unique local ingredients.
  • QR codes or short URLs linking to brand stories for hero Canadian lines shoppers are curious about.

The aim is to support intentional decision-making. If a shopper chooses a U.S. product in the face of that information, it will likely be for a reason you can work with—price, format, or a specific benefit you can address in future range reviews.

3. Make “Canadian” one pillar in a broader promise

In health and wellness, origin is powerful but incomplete. The most resilient brands and retailers stack multiple forms of value:

  • Clinical or evidence-based support for supplements and functional products.
  • Clean, transparent formulations that address allergens, sensitivities, and label scrutiny.
  • Responsible sourcing and sustainability that resonate with your core shopper.
  • Service and guidance from staff who can translate all of this into practical choices.

When a Canadian product can match or exceed U.S. alternatives on those dimensions, the decision tilts in your favour even if the shelf price is slightly higher.

4. Curate U.S. brands with intention, not nostalgia

Loblaw’s comment is not an invitation to flood your shelves with every U.S. line that ever sold a case in Canada. It is a reminder to choose strategically.

Ask three questions of any U.S. brand you carry or consider reintroducing:

  1. Does it grow the category, or simply duplicate what a Canadian brand already does well?
  2. Does it bring real differentiation—unique science, a format you cannot find here, or international recognition that drives traffic?
  3. Does it support your margin and marketing needs, or will it become another commoditized SKU that forces everyone into a race to the bottom?

If the answers are not compelling, it may be better to double down on Canadian suppliers who are willing to innovate, co-invest in education, and stand with you as conditions shift again.

5. Build resilience before the next policy shock

The last few years have taught retailers how fast geopolitics can rewrite the shelf. It would be naïve to assume this period of relative calm will last forever.

Use this moment to:

  • Diversify key categories so you are never exposed to a single origin.
  • Establish dual sourcing where practical—a Canadian supplier plus a non-U.S. or U.S. backup.
  • Run internal “what if” scenarios on tariffs, currency swings, and renewed nationalist sentiment, so you know how quickly you can rebalance your mix.

Retailers that prepare now will be able to respond faster than mass channels when the next round of policy change hits the headlines.

The new balance: loyalty still local, expectations global

Loblaw’s message—that some Canadians are switching back to U.S. products—does not mean “Buy Canadian” has failed. It means the easy, emotionally charged phase is over.

What remains is more complex and, in many ways, more interesting:

  • Shoppers who care about supporting Canadian jobs and brands.
  • Households are still navigating tight budgets and high living costs.
  • A marketplace where U.S. brands are not disappearing, but being re-evaluated.

For health and wellness retailers, the opportunity is to sit confidently in that tension. Champion Canadian-made products, but do it with rigour, evidence, and a modern sense of value. Curate U.S. brands that genuinely add something new. Communicate clearly enough that your customers feel their choices are informed, not forced.

If you can strike that balance, Loblaw’s warning becomes something else entirely: advance notice that the next phase of “Buy Canadian” will belong to retailers who can think beyond the flag—and still keep it proudly on the shelf.

Creatine isn’t just for the gym: a retail rethink for brains, sleep, skin, rehab, and metabolic health

By
IHR Magazine
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Creatine has lived too long on the sport-nutrition shelf. A growing body of science shows it touches far more than muscle—supporting cognition under sleep loss, serving as an adjunct in mood research, pairing with exercise for metabolic health, appearing in topical skin care, and showing potential in rehabilitation settings. That adds up to a bigger basket, new customers, and smarter merchandising for retailers.

The quick science: why creatine belongs in multiple aisles

Creatine helps recycle ATP—the cell’s fast energy currency—via the phosphocreatine system in both muscle and brain. When tissues are energy-stressed (intense effort, sleep deprivation, recovery, illness), higher phosphocreatine availability can help maintain performance. That mechanism explains why the most interesting findings now sit beyond sport.

Sleep loss rescue (acute use)

Randomized trials have shown that a single high dose of creatine taken during prolonged sleep deprivation can improve processing speed and certain cognitive measures for several hours. This is not a replacement for sleep, but it gives you a credible education story for shift workers, new parents, students, and travellers when framed responsibly.

Brain and mood (investigational)

Creatine is under investigation as an adjunct in persistent post-concussive symptoms and major depression (with positive signals, including in women when combined with SSRIs). These are clinical contexts—appropriate for professional education and pharmacist consultations—not for front-of-label consumer claims.

Pregnancy frontier (strictly experimental)

Preclinical models suggest maternal creatine may help protect the fetus from hypoxic injury and reduce post-hypoxia seizure burden, with additional signals around fetal lung protection in infection models. Human studies are underway, but this is not established care. Retail guidance: avoid consumer claims; advise pregnant customers to consult their care team.

Skin care: topical creatine

Topical creatine can penetrate skin and has been studied for supporting collagen synthesis and reducing signs of photoageing. This sits squarely in the dermocosmetics aisle: use in-store education to distinguish topical cosmetic benefits from oral supplementation.

Metabolic health—with exercise

In adults with type 2 diabetes, creatine combined with an exercise programme has improved glycaemic control in controlled trials, likely via increased GLUT-4 translocation. The retail message is straightforward: pair creatine education with resistance bands, walking programmes, or in-store fitness workshops.

Rehab and respiratory (mixed but promising)

Pulmonary rehabilitation studies show mixed results; some trials report functional gains and improved exercise performance (including in combinations like CoQ10 + creatine), while others show no additive benefit. Expect variability, set expectations, and position creatine as a potential adjunct within clinician-directed programmes. In musculoskeletal rehab and periods of immobilisation, creatine may aid recovery phases but does not reliably prevent short-term disuse atrophy.

Bigger wins for plant-based customers

Vegetarians and vegans tend to have lower baseline creatine stores and can see larger responses in muscle performance and some cognition measures. This is an easy, evidence-aligned talking point in your plant-based section.

What to stock—and how to explain it

Choose creatine monohydrate. It’s the research standard. Micronised powder mixes more easily; capsules help adherence; gummies trend but often under-dose.

Dosing made simple

  • Daily steady approach: 3–5 g per day, no loading. Reaches saturation in ~3–4 weeks with fewer GI complaints.
  • Loading option (for speed): ~20 g per day split into 4 doses for 5–7 days, then 3–5 g per day.

Quality signals for shelf tags

  • Third-party testing (e.g., NSF Certified for Sport, Informed Choice) for label accuracy and contaminant screening.
  • Transparent sourcing (e.g., Creapure®) as a purity story many educated consumers recognise.

Safety, myths, and Canadian compliance

  • Renal function: In healthy users, modern reviews and position papers do not show harm to kidney function with recommended use. Serum creatinine can rise due to creatine turnover, which may confound lab results—flag this in pharmacist training.
  • Hydration and GI: Encourage daily hydration; start low if sensitive.
  • Regulatory: Align your marketing with Health Canada’s creatine monograph and permitted performance claims. Avoid disease claims in consumer-facing materials. Ensure appropriate NPNs on products. If you carry supplemented foods with added creatine, ensure labelling compliance under current rules.

Merchandising plays that work

1) Cognition & shift-work end-cap: Creatine monohydrate beside magnesium glycinate, L-theanine, and a caffeine-free electrolyte mix. Message: “Support focus after a short night.”

2) Active-ageing bay: Place creatine with protein powders, collagen, and resistance bands. Use a simple card: “Start with 3–5 g daily.”

3) Plant-based performance shelf: Vegan-certified creatine with B12 and iron education. Message: “Plant-based? You may benefit more.”

4) Pharmacy consult point: Train pharmacists to recognise scenarios where creatine discussion is appropriate (sleep-deprived shift workers; adults starting exercise for glycaemic control; rehab patients already cleared by clinicians).

Staff one-liners

  • “Creatine is daily nutrition for fast energy recycling in muscle and brain.”
  • “If powders are a barrier, offer capsules; if budget matters, bulk monohydrate is best value.”
  • “Expect results to build—consistency beats megadoses.”
  • “Plant-based customers often respond more.”

References

  1. Persky AM, Rawson ES. Safety of creatine supplementation. Sub-cellular Biochemistry.
  2. Kreider RB et al. International society position stand: safety and efficacy of creatine. Journal of the International Society of Sports Nutrition.
  3. McMorris T et al.; Scientific Reports (2024). Creatine supplementation and sleep deprivation—cognitive outcomes.
  4. Lyoo IK et al. Creatine augmentation of SSRIs in women with major depressive disorder. American Journal of Psychiatry.
  5. Sakellaris G et al. Creatine in traumatic brain injury and post-concussive symptoms. Journal of Head Trauma Rehabilitation.
  6. Ellery SJ et al. Maternal creatine for fetal protection—preclinical evidence and early human work. Placenta; Clinical and Experimental Pharmacology & Physiology.
  7. Schmid D et al. Topical creatine and dermal anti-ageing effects. Journal of Cosmetic Dermatology; Beiersdorf research reports.
  8. Gualano B et al. Creatine with exercise improves glycaemic control in type 2 diabetes. Medicine & Science in Sports & Exercise.
  9. Fuld JP et al.; Deacon SJ et al. Creatine (±CoQ10) in COPD rehabilitation—functional outcomes. Thorax; European Respiratory Journal.
  10. Rae C et al.; Benton D & Donohoe R. Vegetarian status, brain creatine, and performance. Proceedings of the Royal Society B; Psychopharmacology.

Paul Stamets brings Turkey Tail and Agarikon to the UN

By
IHR Magazine
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At United Nations Headquarters in New York, internationally renowned mycologist Paul Stamets delivered a message that felt equal parts science briefing and planetary call to action. Framing mushrooms as “stalwart allies” for human and environmental health, he spotlighted two species—Turkey Tail (Trametes versicolor) and Agarikon (Laricifomes officinalis)—and the compelling case for their immune-supporting potential.

For half a century, Stamets has argued that fungi are not fringe; they’re foundational. His appearance at the UN was a marker of how far the field has come—and how far it may go. Turkey Tail and Agarikon, long studied for their bioactive compounds, took centre stage as Stamets outlined how their mycelium—the vast, root-like network beneath the forest floor—may help modulate immune function while advancing soil health, biodiversity, and habitat resilience.

“Speaking at the United Nations was truly an honour,” Stamets said, noting that the chance to present in front of a global audience underscored both the maturing science and the urgency of ecological stewardship. “The immense potential of Agarikon and Turkey Tail mushroom mycelium to support immune function cannot be understated… a true testament to fungi’s inextricable role in the health of both people and planet.”

Beyond the podium, Stamets’ track record is unusually hands-on. As Founder, Member, and Owner of Fungi Perfecti, makers of Host Defence Mushrooms, he has directed the company to reinvest roughly $1 million annually into research—funding clinical trials, building strain libraries, and publishing in peer-reviewed journals. One flagship effort: cultivating what is described as the world’s largest Agarikon culture library to help conserve this at-risk, old-growth species and secure its genetic diversity for future study.

For natural-health retailers, formulators, and clinicians, the implications are immediate. Immune health remains a top-performing category, and consumer interest is shifting from hype to rigour. The conversation is no longer simply “mushrooms are good,” but “which species, which preparation, and what evidence supports the claim?” Mycelium-forward formulas, fruiting-body extracts, substrate transparency, and third-party testing are becoming table stakes. Education matters: positioning these fungi as immune modulators—systems that help the body maintain balance—resonates with today’s informed shopper.

Stamets’ UN moment also landed in a changing ecological narrative. Protecting old-growth habitats, banking endangered strains, and supporting research that links human wellness to biodiversity are no longer niche pursuits; they’re the backbone of a responsible wellness economy. By tying immune support to conservation, the presentation connected two urgent mandates: help people feel better now, and ensure the ecosystems that sustain us can thrive long term.

As the sector professionalizes, expect a sharper focus on clinical endpoints, standardized inputs, and reproducible results. If the UN stage is any indication, mushrooms have graduated from supplement aisle curiosity to serious science—with Turkey Tail and Agarikon leading a movement that blends wellness, conservation, and innovation.

Editor’s note: Mushroom supplements support general health and are not intended to diagnose, treat, cure, or prevent disease. Readers should consult a health-care professional for individual advice.

AI Will Run 90% of Retail Orders by 2028: What It Means for Canada’s Health & Wellness Stores

By
IHR Magazine
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0

IDC forecasts that by 2028, AI will autonomously manage 90% of the order lifecycle for 45% of retailers. For Canadian health and supplement retailers, that shift will rapidly reshape inventory, fulfilment, loyalty, fraud prevention, and margins.

Why this matters now

The order lifecycle is becoming near-autonomous—from demand sensing to returns. Agentic AI is moving out of pilots and into core retail systems, coordinating people, data, and suppliers with minimal human oversight. For IHR’s audience—natural health, supplement, and wellness retailers—this maps directly to high-mix SKUs, expiry dates, recalls, and loyalty dynamics unique to the category.

What “AI managing the order lifecycle” actually covers.

In practice, AI will forecast and plan by blending promotions, weather, and social signals while flagging at-risk SKUs nearing expiry. It will source and replenish through automated purchase orders tied to vendor SLAs and lot tracking, with substitution logic for compliant alternates. During transaction and fulfilment, it will route orders intelligently to store, DC, or drop-ship and orchestrate curbside or delivery. Post-purchase, agentic service will handle status, exchanges, and serialized returns with robust fraud controls. Loyalty and personalization will tune offers to health goals, preferences, and basket history while respecting Canadian privacy requirements.

Five transformations you’ll feel first

1) Agentic OMS becomes your backbone

Expect autonomous orchestration across split shipments, back-order logic, and store-fulfillment pick paths executed by AI. Near-term win: pilot AI-routed BOPIS and local delivery on your top 200 SKUs, then track cycle time, pick accuracy, and cancellations to establish the baseline.

2) Fraud and deepfake defence becomes mandatory

Returns abuse, synthetic identities, and manipulated media are rising, and AI detection for voice, image, and receipts will become table stakes. Near-term win: introduce image and receipt forensics on returns and step-up verification for high-risk customer-service calls to reduce leakage without adding friction.

3) Computer vision cuts shrink and out-of-stocks

Continuous shelf monitoring improves planogram compliance, exposes phantom stock, and accelerates restocks—vital in wellness where pack sizes, variants, and expiries multiply complexity. Near-term win: activate vision on one high-velocity gondola, such as probiotics, and compare manual versus vision-driven restock latency and waste.

4) AI agents grow a bigger share of e-commerce

Buying assistants on product pages and at checkout will influence a larger portion of online sales, lifting attach rates on bundles like sleep, immunity, and gut health. Near-term win: launch an assistant in top categories to recommend compliant bundles and measure gains in average order value and add-on units.

5) Data platforms become growth engines

Retailers that clean up product and customer data unlock agentic use-cases and monetization, including supplier portals with real-time sell-through and compliance dashboards. Near-term win: stand up a basic PIM plus CDP, and define golden attributes for allergens, dosage forms, and DIN/NPN status to support accurate recommendations.

A 90-day roadmap for Canadian wellness retailers

Days 0–30 focus on foundations: map the order lifecycle end-to-end, tag the slowest steps, consolidate a single inventory truth across store, DC, and e-commerce, and pick two agentic use-cases such as BOPIS routing and returns triage. Days 31–60 are for pilots: deploy an AI assistant for order status and exchanges integrated with OMS/WMS, apply shelf vision to one top category to reduce outs and waste, and enable anomaly scoring for returns and refunds. Days 61–90 emphasize scale and governance: write guardrails for PIPEDA-compliant data retention, model risk, and human-in-the-loop; expand the assistant to bundle recommendations with A/B tests that emphasize Canadian compliance and NPN credentials; and publish weekly reports on fill rate, cycle time, return abuse, and incremental gross margin.

KPIs to watch

Aim to cut order cycle time by 25 to 40 percent through agentic routing, raise fill rate by three to six points through smarter allocation, reduce shrink and out-of-stocks by 20 to 40 percent on vision-enabled shelves, curb return fraud measurably with image and receipt forensics, and track AI-influenced revenue by tagging sessions touched by assistants.

Risks, rules, and the Canadian context

Design for privacy and consent under PIPEDA, minimizing personal data while maximizing first-party context. Keep humans in the loop for health-adjacent claims and any clinical-style recommendations. Guard against model drift by retraining to capture seasonality patterns, such as cold-and-flu or allergy spikes. Refresh store SOPs so staff rely on AI routing where appropriate rather than overriding it by habit.

FAQ

What is “agentic commerce”?
Agentic commerce uses AI agents that can perceive, decide, and act to manage tasks like order routing, returns, and recommendations while coordinating with people when needed.

Is this just for big box stores?
No. Cloud-based OMS, computer vision, and AI assistants are modular and affordable. Start with one shelf, one workflow, or one channel and scale from there.

Will AI replace staff?
Autonomy targets routine work so people can focus on exceptions, premium service, and brand-building interactions that differentiate your store.

How soon will shoppers notice?
Improvements are visible quickly: faster fulfilment, fewer outs, smarter bundles, clearer post-purchase updates, and fewer frustrating exceptions at the counter.

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