4 Key Natural Health & Wellness Trends Emerge From CHFA NOW Toronto
The Canadian Health Food Association (CHFA) hosted CHFA NOW Toronto at the end of September 2023, an annual conference bringing together over 8,000 natural health and wellness leaders to discover the latest innovations spanning natural health, organic food, better-for-you snacks, clean beauty, healthy home and lifestyle.
“The momentum in the Canadian market for better-for-you brands continues to grow. I’m proud to share that we brought over 1,000 brands to Toronto this year where many rising stars and emerging brands really get their big break,” shared CHFA President and CEO, Aaron Skelton.
Four emerging trends stood out as go-to trends consumers can expect to see hit retail shelves across Canada in 2024.
1. Cafe Culture Comes Home
Among the estimated two billion cups of coffee consumed globally every day, Canadians are choosing to have more of these cups at home, and they are embracing the art of latte-making. Brands are providing Canadians the tools to be their own barista and enjoy specialty café-style drinks in their own kitchen. Plant-based and one-step options are on the rise, from frothed oat lattes to gourmet matcha lattes – all made in seconds.
Products spotted:
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2. Rooted in Nature: Clean Hair Care is Here
Fillers and harsh ingredients are a thing of the past – natural hair care that goes beyond just shampoo and conditioner is a trend that’s here to stay. Overall hair health is a major beauty focus this year, and Canadians are leaning toward gentler formulations, herbal supplements to promote growth and functional products that are better for scalps and the environment.
Products spotted:
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3. Oat Goes Beyond Milk
Now that the adoption of oat milk as a dairy-free milk substitute is wide spread, the mighty oat is expanding. Oats as a key ingredient in various food products is a new culinary trend. This new wave of plant-based dairy options includes oat butter and oat ice cream.
Products spotted:
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4. Ocean Ingredients Make Waves
Ocean-derived and inspired ingredients are having a moment, allowing Canadians to experiment with new products from supplements to hair care to snacks. Brands are harnessing the power of nutrient-dense ingredients like seaweed and sea moss more than ever. The last 5 years has seen a 65% increase in products with seaweed as a key ingredient as consumers become more aware of the health benefits and low environmental footprint.
Products spotted:
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