Top four trends from CHFA NOW

CHFA NOW, one of Western Canada’s largest natural, organic and wellness trade shows, reveals the top trends in natural products.

The show saw over 7,600 industry leaders, investors and retailers, and nearly 1,000 brands spanning better-for-you snacks and beverages, natural health products, clean beauty and healthy home and pet.

“The momentum in the Canadian market for better-for-you brands continues to grow year over year. We had nearly 1,000 brands exhibit, shaping what investors and buyers will bring to shopping aisles in the near future,” said Canadian Health Food Association (CHFA) president and CEO, Aaron Skelton.

Here are the top trends discovered at CHFA NOW.

Sober-curious drinks get canned

The new wellness trend overtaking social, #sobercurious, encourages consumers to explore the benefits of sobriety on their physical, mental, and spiritual health. The non-alcoholic category is expanding with an explosion of brands launching canned zero-proof RTDs (ready-to-drink) for more convenient options, matching the growth of canned RTDs in the alcoholic category.

Break the taboo – women’s health goes mainstream

Brands continue to commit to better representing women’s health issues in product development, covering period care, perimenopausal and menopausal women. Brands across Canada are using this moment to not only provide natural options, but also raise awareness and education for an often overlooked category.

A good night’s sleep

The sleep-aid market is anticipated to cross US$103 billion by 2028 as stress levels rise and busy lifestyles grow. Growing awareness of the role sleep plays in recovery is helping to drive this trend. Brands are offering a more holistic approach to getting a better night’s sleep with natural aids, tinctures and pre-bedtime routines and rituals to better support the sleep cycle.

Throwback snacks

In addition to fashion and advertising, there has been a rise in the number of food brands incorporating nostalgic 90s trends into their flavours. From cool ranch to classic soda flavours, brands are tapping into consumers’ nostalgia to create a strong emotional connection, stand out in a crowded marketplace, and often offer a healthier alternative.