From texture to micro-rituals: CHFA’s health and wellness trends for 2027

Texture, micro-rituals and traditional recipes are a few of the trends taking root in Canada’s natural, organic, and wellness industry.

Ahead of its CHFA Now Toronto event, the Canadian Health Food Association (CHFA) has released its annual outlook of the key trends that could dominate store shelves in 2027.

“Canadians are becoming more intentional about what they buy, seeking products that meet specific needs and fit seamlessly into their routines. The four trends we’ve identified reflect those changing priorities and offer a glimpse of where the market is headed,” CHFA president and CEO Aaron Skelton said in a press release.

Here’s a look at the 2027 wellness trends identified by CHFA. 

Texture

ASMR and social media are fuelling an appetite for texture. Per CHFA research, millennials and gen Z are increasingly seeking sensory-rich products, from crunchy to soft to gummy.

Micro-rituals

Consumers are craving smaller, more intentional rituals that feel accessible and easier to incorporate into everyday life, turning to purposeful products that support mini wellness rituals.

Wellness for kids

Kids aren’t being left out of the wellness conversation. CHFA said parents are increasingly looking for clean, nutrient-dense products for their little ones that still offer convenience and enjoyment.

Traditions

CHFA has found a renewed interest in traditional practices as consumers seek alternatives to fast-moving wellness trends. Familiar, time-tested traditions are poised to resonate in 2027: simmered, fermented, baked, pickled, and preserved using recipes and techniques passed down through generations, reflecting a desire for simplicity and authenticity.

CHFA Now Toronto takes place Sept. 25 to 27 at Exhibition Place.