TORONTO, - The Canadian Health Food Association (CHFA), Canada's largest trade association dedicated to natural, organic, and wellness (NOW) products, released its highly anticipated trend report, The Emerging Trends Shaping the NOW Industry in 2025.
The report explores Canadians' awareness, perceptions, and engagement with global trends that are shaping consumer behaviour and provides a clear view of the future of wellness in Canada. From increasing concerns on climate change to sexual health becoming less taboo — CHFA uncovered what's behind product trends and what will continue to influence them moving forward.
"It was important for us to take a step back to see the larger shifts happening across the globe that are impacting consumer decisions," says VP of Marketing and Communications, Lynsey Walker. "Finding those underlying themes that translate into consumer demand helps CHFA guide our Members and the industry at large on how to strategize in the long term on everything from product innovation to packaging design."
Seven key trends CHFA discovered that are shaping the natural, organic, and wellness industry in 2025 and beyond are: