Sustainability, diversity, sexual health and more 2025 wellness industry trends
Sustainability, diversity and sexual health are top of mind for Canadians buying natural, organic and wellness (NOW) products.
That’s according to the Canadian Health Food Association’s (CHFA) new trends report, The Emerging Trends Shaping the NOW Industry in 2025.
"It was important for us to take a step back to see the larger shifts happening across the globe that are impacting consumer decisions," said Lynsey Walker, VP of marketing and communications, in a release. "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."
Read on for the seven key trends identified by CHFA that are shaping the NOW industry in 2025 and beyond.
Rewilding
Seventy seven per cent of Canadians believe that “nature knows best,” and seek products that work in harmony with the environment. The majority of consumers feel it’s important that the brands they shop are committed to conservation and sustainability.
Climate change
While more than half of Canadians seek to purchase products that support the environment, only 44% strongly or somewhat agree that they trust the sustainability claims they see on packaging labels, marketing or advertising. CHFA said this indicates a need for brands to be more transparent in order to help close the trust gap.
READ: Organics market: Latest snapshot highlights growth and challenges
Diversity, equity and inclusion (DE&I)
Only 30% of Canadians surveyed feel that NOW products are accessible to people of all income levels. Shoppers value brands that authentically represent diversity, whether through product offerings, inclusive marketing or their teams.
Sexual health
Fifty one per cent of Canadian women are or will experience perimenopause/menopause, and 65% believe natural health products are essential during that time, pointing to a growing demand for NOW products during all life stages.
Modern beauty
CHFA’s survey found that more than half of Canadians (54%) have a skincare routine, with 58% consistently using the same products. Products perceived as safer and more natural are favoured, emphasizing the popularity of “clean beauty.”
READ: A look at what’s helping drive the vitamins and supplements boom
Collective wisdom
Half of Canadians surveyed are interested in using naturopathic medicines alongside Western medical practices. Forty five per cent are familiar with traditional healing methods like Ayurveda, Traditional Chinese Medicine, or Indigenous healing practices, with 62% wanting to learn and pass down traditions to future generations.
Eight senses
Consumers are embracing concepts like balance, body awareness and internal sensations. The rise of mind-body awareness is prominent not only in bodywork or mindfulness practices and activities (55%) but also through the hands-on experience when discovering new products (46%), CHFA found.
