Retailers have never had more information at their fingertips. Sales data, trend reports, social media and digital marketplaces provide a constant stream of insights into what consumers are buying and what may come next.
Yet identifying the next successful product or emerging consumer trend has arguably never been more challenging.
Consumer preferences are shifting quickly, particularly in the wellness space. Functional foods and beverages, supplements, clean beauty, natural health products and sustainable lifestyle goods are moving further into the mainstream, creating opportunities for retailers across grocery, pharmacy, specialty retail and beyond.
For many retailers, wellness has evolved from a niche category into a broader merchandising strategy that now influences everything from food and beauty to personal care and household purchasing decisions.
For buyers and merchants, the challenge is not simply finding new products. It is determining which trends have staying power, which brands are ready for retail and which products will resonate with increasingly health-conscious consumers.
That is one reason trade shows continue to play an important role in the retail landscape.
Why Face-to-Face Discovery Still Matters
Digital tools have transformed how retailers research products and connect with suppliers, but they have not replaced the value of seeing products firsthand.
A buyer can taste a new functional beverage, compare products across an entire category, ask detailed questions about ingredients or formulations and meet the entrepreneur behind an emerging brand. Those experiences often provide insights that are difficult to gain through a website or virtual presentation.
Relationships are also built differently in person. A conversation on a trade show floor can become the start of a long-term supplier partnership, helping retailers discover products and brands that may eventually become important additions to their assortments.
“At CHFA NOW, I can have 100 conversations in two days. Where else can you do that?” said Gary Huges, Local Development Manager at Sobeys.
The ability to have those conversations efficiently has become increasingly valuable as wellness grows into one of retail’s most dynamic sectors.
Wellness Continues to Reshape Retail
The wellness economy has become a significant force in Canada and continues to influence consumer purchasing decisions across multiple categories.
Consumers are increasingly seeking products that support healthier lifestyles, from protein-forward snacks and functional beverages to cleaner-label beauty products, supplements and environmentally conscious household goods. At the same time, retailers are looking for ways to keep assortments fresh, differentiated and aligned with changing customer expectations.
Wellness is no longer confined to one section of the store.
Grocery retailers are expanding their better-for-you offerings. Pharmacies continue to emphasize preventative health and supplements. Beauty retailers are embracing products positioned around clean ingredients and wellness benefits. Independent retailers are seeking unique brands that help distinguish them from larger competitors.
Keeping pace with that evolution requires constant discovery.
A Gathering Place for Canada’s Wellness Industry
That is where CHFA NOW Toronto has carved out an important role within the industry.
Presented by the Canadian Health Food Association, CHFA NOW brings together retailers, distributors, manufacturers, suppliers and industry leaders from across the country to explore the latest developments in natural, organic and wellness products. The event has become one of Canada’s most important marketplaces for product discovery and relationship building within the sector.
Its continued growth underscores the strength of the category.
Due to strong exhibitor demand, CHFA NOW Toronto has expanded its show floor for 2026 after selling out early. The 2025 event attracted more than 1,200 exhibitors, approximately 3,400 attendees, representatives from 750 retail locations and more than 8,400 industry professionals.
For retailers, the scale of the event offers a unique opportunity to evaluate hundreds of brands and products in one place while gaining insight into the trends shaping wellness retail.
Discovering Emerging Brands Before They Reach the Mainstream
One of the most anticipated destinations at this year’s event is The Greenhouse, CHFA NOW‘s curated showcase with 70+ emerging Canadian natural, organic and wellness brands.
Located in the 2600 aisle, The Greenhouse is designed to give retailers early access to the products, founders and ideas that may define the next generation of wellness retail.
For buyers, discovering a promising new brand before it gains broader recognition can provide an important competitive advantage. Emerging brands often bring innovation, authenticity and differentiation—qualities that many retailers are seeking as consumers become more discerning in their purchasing decisions.
“Wellness continues to be one of the fastest-moving areas of retail, and staying ahead means discovering new products before they become mainstream,” said Aaron Skelton, President and CEO of CHFA.
“CHFA NOW gives retailers direct access to the brands, founders and innovations shaping the future of wellness. Through The Greenhouse, we’re creating opportunities for retailers to discover emerging Canadian brands early, build meaningful relationships and bring differentiated products to their customers.”
The opportunity to meet founders directly is part of what makes the experience valuable. Understanding a brand’s story, its mission and its plans for growth can help retailers make more informed buying and merchandising decisions and build relationships that extend well beyond the show floor.
Making the Most of the Experience
To help retailers maximize their visit, CHFA offers a complimentary Retailer VIP program for eligible retailers who register early by August 28.
The program includes savings on food and travel, priority access, exclusive networking opportunities and curated trend sessions designed to help buyers make the most of their time at the show.
For retailers managing busy schedules and rapidly evolving categories, the ability to discover products, reconnect with suppliers and gain new insights over the course of a few days can deliver significant value.
Looking Ahead
Retail continues to become more digital, more data-driven and more complex. Yet some aspects of the business remain fundamentally human.
Product discovery is one of them.
Retailers still benefit from tasting, touching, comparing and speaking directly with the people behind the brands they may one day place on their shelves. Suppliers still benefit from hearing firsthand what retailers are seeing in stores and what consumers are asking for.
In an environment where consumer preferences can shift quickly and new brands emerge almost overnight, the ability to discover products early and build relationships directly with suppliers may be more valuable than ever.
For retailers navigating the rapidly evolving wellness landscape, that is precisely the role CHFA NOW Toronto continues to play.
CHFA NOW Toronto 2026 takes place at Exhibition Place in Toronto, with the conference scheduled for Friday, September 25, and the trade show running Saturday, September 26, to Sunday, September 27. Retailer registration for the trade show is complimentary, with eligible retailers also able to participate in the Retailer VIP program.
