The industry organization Canadian Health Food Association (CHFA) hosts one of Canada’s largest and most influential industry events focused on the natural health and wellness sector. Their flagship event, CHFA Now, held annually in both Vancouver and Toronto, brings together buyers, media, and industry professionals to connect with established and emerging consumer packaged goods brands in the natural, organic, and wellness space.
I’ve been attending CHFA Now for several years, and each time I walk away inspired. I’ve written a wellness product trends article for every year I’ve attended (you can check out my roundups from 2020, 2023, 2024)—and it’s been fascinating to see how products, preferences, and innovations evolve. The creativity, entrepreneurship, and energy in this space is truly unmatched.
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One of the best parts of attending CHFA Now? Getting early access to new launches—often before they hit the shelves—and hearing directly from founders and industry leaders about what’s next in the world of wellness. Many of the products I’ve discovered at CHFA Now have found a permanent place in my own home, pantry, or wellness routine.
This was my fourth time attending CHFA Now. After exploring the busy aisles of this year’s natural, organic, and wellness trade show, I left feeling inspired by where the industry is headed. These are the trends I personally observed—based on the products I sampled, the booths I visited, and the conversations I had with brand founders and industry insiders.
1. Meat Is Back—No Bones About It
It might come as a surprise in an era dominated by plant-based everything, but animal-based products are making a confident comeback. Specifically, bone broth is enjoying the spotlight as a warm, gut-friendly, high-protein beverage. Whether frozen (like the Vancouver-based family-owned Wild Moon Organic Bone Broth) or shelf-stable (like Kettle & Fire), brands are reintroducing bone broth not just as something functional and used in cooking, but as something comforting and craveable that can be sipped on like tea.
Beck’s Broth returns to CHFA Now for a second year with their bone broth infused powdered hot chocolate, matcha, and coffee. Their newest product is a protein salted caramel hot chocolate, sweetened with Canadian maple sugar.
Another noteworthy mention is The Meat Bar, a female-founded company that offers a product that’s something between beef jerky and a protein bar. When I mentioned to them that I was writing an article on wellness trends and said “meat is back,” they simply replied, “I don’t think it ever left.” Fair point—but it’s certainly being reimagined with a wellness-first lens. For a unique product, check out The Meat Bar’s “Beauty Booster” protein bar which is made with clean bison, beef, and grass-fed type I & III bovine collagen, and “boosted” with vitamin C using blueberries and a touch of honey to nourish hair, nails, and skin.
Speaking of skincare, I came across a brand called Allfat, which makes cooking and baking products from beef tallow—and yes, they also offer a beef tallow-based cream for skincare.
Several companies I spoke with at CHFA Now highlighted their use of regenerative agriculture. There was a noticeable emphasis on where meat is sourced, how animals are treated, which parts are used, and how farming practices can support—not harm—the environment.
2. Protein Goes Mainstream
If there was one macronutrient that ruled the show, it was protein. Product packaging proudly flaunted their grams of protein like a badge of honour. Protein labels showed up everywhere: from Alt’s Clear Protein Powder, a smooth, light whey isolate made from European grass-fed dairy that drinks more like juice than a shake, to Organika’s new All-Day Protein Hydrator, to Mush’s ready-to-eat overnight oats, to high-protein chickpea chips by Peacasa Snacks, and Flourish’s whey-based, high-protein microwave mug cake.
The message is clear: protein is no longer just for athletes or gym junkies—it’s gone mainstream, becoming a cornerstone of everyday health and wellness. And it’s showing up especially in products that traditionally wouldn’t feature it.
3. Everything’s Better as a Gummy
People love candy. And the wellness industry is fully leaning into that truth by transforming vitamins, supplements and other functional ingredients into a fun and easy-to-consume gummy form. These aren’t just chewy vitamins for kids (although I saw plenty of those at CHFA, including the new Brightamins Multivitamins ) —this is an adult candy-supplement crossover.
My favourite was Gummy Gainz, which tastes like sour gummy worms, infused with whey protein. Meanwhile, the newest offering from SmartSweets is a low-sugar cinnamon-flavoured gummy bear, the taste reminds me of cinnamon hearts.
The appeal is obvious—portable, tasty, and infinitely more enjoyable than swallowing pills or powders. It’s wellness and other better-for-you products that feel like a treat.
4. Gut Health Is Everywhere
The wellness world is still trusting its gut—literally. From prebiotic fibers to live probiotic cultures, the microbiome remains a central focus in product innovation across categories.
For example, Gummy Nutrition Lab’s GUM’vees Gut Health gummies combine prebiotic fiber and probiotics in a convenient, candy-like format while Herbaland has a “Yumbiotic” Powder Stick, while Cove Soda promotes its zero sugar, probiotics canned drink. Even traditional brands are getting in on the trend—Bigelow, long known for its classic teas, has introduced probiotic-infused tea blends to support healthy digestion.
It’s clear that consumers are becoming increasingly educated about the links between gut health, brain function, immunity, and inflammation—and brands are rising to meet that demand. If protein is the macronutrient of the moment, fiber might just be the next one to watch.
5. Packaging That Pops: We “Eat” With Our Eyes First
With so many products competing for shelf and scroll space, aesthetic packaging has never been more important. Brands are investing in visual storytelling—clean fonts, elevated color palettes, and textures that make you want to reach out and touch the label. As a consumer, I find myself naturally gravitating toward things that look designed, modern, and considered. It signals care, confidence, and quality.
For example, I came across a lightly sparkling canned water called Château. Everything about it—from the matte finish can to the refined typography—evoked champagne more than hydration. (In fact, on an Instagram poll shared in my stories, most of my followers voted that they thought Chateau was a non-alcoholic champagne brand!)
Speaking of non-alcoholic beverages, I also loved the look and feel of WildFolk’s zero-proof canned cocktails made with herbs, botanicals and citrus rinds. If you’re going to pick one flavour to try, I’d go with Bee’s Knees which has a distinct honey taste.
Another brand that clearly put thought into their branding includes Routine Natural Beauty, who won CHFA’s best booth award for 2025, as they introduced their natural toothpaste to tradeshow attendees.
6. Oh Canada: Local Pride and Local Products
Last but not least, a strong sense of Canadian pride was on full display at CHFA Now. Many exhibitors proudly emphasized that their products were made in Canada, crafted with Canadian-sourced ingredients, and committed to supporting local supply chains. With growing uncertainty around international trade (tariff talk was hard to ignore), the mood at the show was clear: there’s never been a better time to support Canadian businesses.
There were far too many to explore, but a few stood out: Laid Back Snacks and their dry-roasted nuts and seeds is a proudly Canadian, family-owned company; while Martin’s Apples (known for their crunchy apple chips with a new release of pureed apple pouches) made a point to tell me that their apple orchards are based in Ontario. Origo sources from BC farmers for their freeze-dried fruit snacks, NENA Skincare incorporates Canadian glacial clay in their skincare line, and Haskalife uses haskap berries—often called the “crown jewel” of Canadian berries—in their juice powders.
This emphasis on local sourcing felt not just patriotic, but also practical. Today’s shoppers are more intentional, gravitating toward brands that reflect their values. Supporting Canadian-made products offers transparency, traceability, and reinvestment into our own communities—something that resonates now more than ever.
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What I saw at CHFA Now 2025 in Vancouver was a reflection on how mindful consumers want to engage with wellness. Today’s informed consumers want more than just “healthy”—they want function, flavour, and a little fun. Whether it’s sipping a bone broth hot chocolate, popping a protein gummy, or being drawn in by aesthetic packaging that belongs on a boutique shelf, the wellness space is becoming more interesting, immersive, and personal.
Here’s a peek at some of the amazing product samples I got to take home after the event.
I’m looking forward to attending again next year in 2026!
