We are always interested in what’s up and coming in the marketplace. Recently the Canadian Health Food Association (CHFA) hosted its annual Natural Organic Wellness Trade Show. Here is where buyers of retailers (big and small) meet with brands (big and small) to find out what’s new or new to them! We were fortunate to be invited inside to explore and seek out what’s new and new-to-us!
Natural Organic Wellness Fave Finds
“We were thrilled to host over 1,200 businesses as exhibitors on the CHFA NOW Toronto trade show floor, showcasing the latest innovations in the natural, organic, and wellness industries. While we welcomed a handful of international exhibitors—including those from the United States, Australia, and Ukraine—the vast majority (over 90%) were proudly Canadian businesses,” said Lindsey Walker, VP of Marketing & Communications for CHFA.
Overall there were quite a number of companies going after the better sleep, managing stress, and menopause categories as well as the collagen and magnesium in the marketplace. We began chatting with brand reps about the range of magnesium – there are SO many versions and we’ll dive into that soon!
Of course, snacks, food and drink galore is a strong draw for many of the buyers and research teams that took over the aisles. Note to self…if we ever get invited again, do not eat before attending! It was an eye opening experience to see how far healthy snacks have come.
We were fortunate to have the opportunity to chatted with Lynsey Walker, VP Marketing & Communications at CHFA to learn more.
What trends did you see at this year’s trade show?
Lynsey: At the CHFA NOW Toronto trade show, the spotlight shifted beyond innovative flavours and new products—it was all about packaging that sparks joy. With tensions running high globally, people are finding delight in playful, eye-catching designs. Examples included Bob Snail’s Fruit Rolls, featuring a fun mascot with various personas, and Epic Tufu’s colourful packaging.
Another key trend was the rising focus on postpartum care within the food and beverage, natural health, and personal care category. There’s a growing awareness of women’s health and a spotlight on the fourth trimester, with brands responding to this demand. Joni and Romina Naturals stood out with their tailored offerings for new mothers, alongside Activated Probiotics.
In the beverage sector, the US market saw a 13.9% growth in hydration and sports energy drinks in 2023, nearing $50 billion in sales. This surge stems from a broader understanding that hydration isn’t just for fitness—it’s crucial for cognitive function, managing heat, and supporting immune health. The beverage category made a strong showing at CHFA NOW, with new players like Balloon Water, Guru, and Quench capturing attention through innovative and clean formulations.
What has been exciting for CHFA to see flourish in this marketplace?
Lynsey: In 2018, Partake Brewing made a big splash by winning the CHFA Launch Pad award, establishing itself as one of the few non-alcoholic beers on the market. Today, the rise of the sober-curious movement has sparked a surge of low- and non-alcoholic innovations flooding the marketplace. It’s been thrilling to witness this evolution—from a single brand on the trade show floor to a widespread shift in both innovation and lifestyle choices across the country. I love seeing how these innovations are meeting the needs of Canadians seeking a healthier lifestyle.
How has the natural organic wellness place evolved over the past decade?
Lynsey: The natural, organic, and wellness industry has transformed from a niche market into a mainstream movement driven by consumers embracing a more holistic view of well-being. Our 2022 research study revealed that Canadians now prioritize factors like price, health, locally sourced products, and sustainability more than they did 1-2 years ago, influenced by macro forces such as the pandemic, inflation, and climate change.
The market has seen a rise in specialized food and beverage products, including plant-based, gluten-free, and allergen-friendly options, along with functional foods like adaptogens and probiotics. Beyond the food and beverage space, the wellness industry has expanded to include mental and emotional well-being, with a growing focus on mindfulness, meditation, and self-care.
Consumers are increasingly conscious of the ingredients in their products and demand transparency from brands regarding sourcing and sustainability. Our upcoming research shows that 70% of Canadians are concerned about climate change’s impact on their health, and 66% prefer brands that prioritize environmental sustainability. Many actively seek clean labels, and eco-friendly packaging, and support businesses with ethical practices.
Overall, wellness has grown beyond just products, pushing brands to embrace a holistic approach—caring for their people, ingredients, and the planet to meet evolving consumer demands.
Here are a few brands that caught our attention at this year’s show and what we’re most excited about…
Diva Cup: Most of us have heard about the Diva Cup which helps eliminate one-time use of feminine hygiene products. They now include an oval-shaped Diva Disc that has a sloped basin to help with leakage. It also has an anti-slip pull tab for ease of removal. The creators of Diva cup has also launched their own line of Period Underwear that can hold up to the equivalent of 9 tampons worth. Stay tuned as the brand will also be launching something new next year that we cannot talk about just yet!
Aeryon Wellness: a line of supplements made by a woman for women. We hear a lot about concerns lately that seem to gear to women in perimenopause, menopause, and post-menopause stages in life. Our team is too! From learning about the right supplements that can help our bodies and our minds navigate to tapping into experts who can explain it to us, we were quite interested in learning about this brand’s story. After 25 years of struggling with a variety of health concerns personally, Ashlie created the brand to help women find sustainable options in health and wellness.
Vama Wellness Hair & Scalp Care: Toronto-based hair care company brings Ayurveda-inspired treatment focuses on hair and scalp care. With the recent wave of hair and scalp spas that we’ve experienced in the city, this small woman-led company caught our eye with at-home products. The site also gives handy tips.
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CanPrev UV Skin Protect: as someone who LOVES being in the sun but has sensitive skin, this product caught my attention pretty quickly. We know that prolonged exposure to the sun damages the skin and can accelerate wrinkles and fine lines. Sunscreen, yes. We know. But can this help support the skin and the damaging UV radiation even more? CanPrev’s UV Skin Protect features NutroxSun™, a patented formula that combines Spanish Mediterranean citrus and rosemary extracts clinically proven to protect skin against daily sun exposure and UV radiation.
Rosemary extract contains phenolic compounds and diterpenes which, alongside the flavonoids found in grapefruit, improve the skin’s response by 30% to UV-induced oxidation, while protecting against skin damage, and photoaging. We will see if it can help. More about it here.
evanhealy natural skincare: based in California, the founders drew a connection between the microbiome of the soil and that of the skin. They source healing botanicals from tribal villages, and women’s coops in Morocco, Ghana, France, Chile, and U.S. Products in the line are Certified Organic.
Jimmy Boyd natural fragrances: professional perfumers with more than four decades of creating fragrances that are both natural and sustainable. The bio/organic collection, credited to Jimmy Boyd and Jimmy Boyd Jr., consists of nine fragrances that represent unique emotions and vibrations. James Boyd studied in Grasse (France) with his teacher Marcel Carles, who taught him the secrets of the trade.
For years he was the production director of Rochas parfums in Barcelona. Years later he became independent, collaborating in the design of lines for multinational companies.
Pleasure Pods Personal all-natural lubricant: We met the founder at the CHFT NOW show and really were interested in her story. The product was made out of a personal need. With sensitive skin, over-the-counter lubricants didn’t work for her. Disappointed with what was out in the marketplace, Deb and her partner decided to create their own all-natural with nourishing ingredients.
How to use it? simply warm up the bar in your hands and let it melt. then what’s on your hands is applied to the desired area. It’s not sticky or runny. They launched it to the public in 2023 and is already an award-winner. Learn more here.
BetterBrie: Plant-based Cheese is also gluten-free, vegan, soy free, organic and is coming in six flavours. It’s actually a ripened cashew “cheese” that is tasty with a texture like brie – even non-vegans will enjoy it!
Broya 100% Grass Fed Bone Broth: now available in a convenient can for those on the go. We all know the benefits of bone broth – collagen that helps to restore elastin in skin and forms connective tissues, helps to restore gut issues, natural healing to reduce inflammation, arthritis, and joint pain are just a few good reasons. Plus it’s comforting! And, if you don’t have time to make your own this is an option to consider. We also think it’s great for students!
Yumi Organic Energy Caffeinated Oat Bars: this turned out to be one of our favourites for the taste, texture, and ideal for those that are on the go-go-go! Each bar contains the same amount of caffeine as a large coffee and uses plant-based protein.
Purplesful Popcorn: purple corn is known as a nutrient-dense superfood because of its rich concentration of anti-oxidants and the many health benefits. This family-run Toronto-based company wanted to create not just a better snack but one that is lighter, fluffier, and better tasting than others. Non-GMO. They also give 25% of their profits to help kids in local communities where Purplesful Popcorn is sold.
SuperBelly: There’s a lot of buzz about gut health and SuperBelly is a brand that we were already familiar with and have been consuming on a daily basis three months before meeting the reps at this show. SuperBelly combines prebiotics, superfoods, trace minerals, apple cider vinegar, The convenient single-serve powder makes it easy to take on the go.
Chiwis Snacks: Founder Sarah, a nutritionist, began with making her own kiwi chips. After hearing from friends that her chips tasted like candy, she decided to make a go of it and create a line of her own “chips” made from fruit that were perfectly good and healthy, but not necessarily the prettiest in the bunch.
After learning about how often this perfectly nutrient-rich fruit went to waste, she “upcycled” them to create healthy fruit snacks with no added sugar, preservatives or oils. Now the line has expanded to include pineapples, mangos, and oranges.
