Four health and wellness trends for 2025: CHFA

The Canadian Health Food Association (CHFA) has shared its predictions for 2025’s biggest natural health and wellness trends.

Ahead of CHFA Now Toronto, the association is highlighting the innovations to be on display at the conference and trade show—encompassing natural health, organic food, better-for-you snacks, clean beauty, healthy home and lifestyle.

"The innovations showcased at this year's sold-out CHFA NOW trade show are tapping into the needs of the modern-day consumer, focusing on health and wellness issues born from global forces impacting many of us during this time. It's further proof that Canada's health and wellness brands are at the forefront of the global wellness market," said CHFA president and CEO Aaron Skelton.

Read on for what consumers can expect in the category next year, according to CHFA.

Nighttime nibbles

Consumers are prioritizing sleep—on their own terms. And brands are delivering with sleep-inducing whole-food meals, high-protein snacks, late-night sips and sleep aids, so Canadians can get some shut-eye on their own schedule.

READ: Sleepless in the grocery store

Postpartum power

Consumers are increasingly reaching for products that consider the changing postpartum body, provide a support network and focus on healing and strengthening—from probiotics to pads.

Joy unwrapped

Consumers are twice as likely to purchase from brands that elicit joy and ease, CHFA says, so brands are implementing techniques to introduce excitement, such as childlike colourways, tactile materials and universally accessible packaging.

Vital sips

As no-and-low alcohol lifestyles gain traction, alternative beverages are on the rise. Expect innovations in flavours, ingredients and functional benefits to meet consumers’ evolving tastes and broader wellness needs. 

CHFA will be held at Toronto’s Enercare Centre from Sept. 19 to 22.