Five consumer-driven trends leading wellness aisles: CHFA
The Canadian Health Food Association (CHFA) has shared five consumer-driven trends shaping the future of the natural, organic and wellness industry.
Ahead of CHFA NOW Vancouver, the association highlights the innovations and trends that will be on display at the conference and trade show.
“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,” says Aaron Skelton, president and chief executive officer, CHFA, in a press release. “Consumer voices and demands are louder and more intentional than ever and CHFA NOW brings together brands and experts to discuss how those demands are being met with innovation.”
The five key wellness trends include:
Healthspan habits
This trend is driven by consumers’ desire 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,” states the release.
READ: Bot shoppers and beauty foods: Grocery’s next big shifts
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.
Wellness Simplified
Simplified messaging is expected to attract consumers who are overwhelmed by loud, extensive messaging. Brands and products that feel simple, clean and easy to trust will stand out.
Intentional Packaging
Greater transparency into product materials, as packaging is now part of the health conversation among consumers.
GLP-1 Journey
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.
READ: As GLP-1 users shed pounds, their shopping habits are changing
