Wellness Trends Shaping the Future of Health

The Canadian Health Food Association (CHFA) has announced five consumer-driven wellness trends shaping the future of the natural, organic, and wellness industry.

They were showcased at this year’s CHFA NOW Vancouver (February 20 to 22) on the trade show floor.

“CHFA’s five wellness trends aren’t just predictions; we’re seeing these trends already taking over store shelves with no sign of slowing down,” said Aaron Skelton, President and CEO, CHFA. “Consumer voices and demands are louder and more intentional than ever, and CHFA NOW (brought) together brands and experts to discuss how those demands are being met with innovation.”

The CHFA is Canada’s largest trade association dedicated to natural, organic and wellness products. 

The five key wellness trends identified by CHFA include:

1. Healthspan Habits: Driven by consumers’ want for food and supplements to help them feel good and age well without strict diets or rules. Longevity is moving into everyday eating with comfort foods shifting from restriction to balance made with anti-inflammatory fats, while cellular health becomes part of daily wellness routines through functional foods and supplements.
2. Conscious Connection: Consumers are increasingly linking their personal health to the planet’s health, seeking brands with tested products that make clear sourcing and safety claims that protect both people and ecosystems.  
3. Wellness Simplified: Consumers feel overwhelmed by the crowded wellness space and loud, extensive messaging. Simplicity stands out, and shoppers are gravitating to brands and products that feel simpler, cleaner and easier to trust.  

4. Intentional Packaging: Greater transparency into product materials, as packaging is now part of the health conversation among consumers, not just sustainability. 

5. GLP-1 Journey: GLP-1 medications are changing eating habits and shaping a new wellness ecosystem. Consumers want nutrition that supports their everyday journey and are seeking smaller-portion foods and beverages that are high-protein, fibre-rich, low-sugar, electrolyte-rich, and supplements designed to support energy, digestion, and long-term muscle and bone health.    

More from Retail Insider: