Canada’s natural, organic and wellness industry has become one of the country’s fastest-evolving consumer sectors. Wellness has moved firmly into the mainstream, consumer interest continues to expand across natural health products, organic foods and wellness categories, and Canadian entrepreneurs are introducing innovative products that are finding their way onto retail shelves nationwide.
Yet strong consumer demand tells only part of the story.
Behind that momentum, many Canadian businesses are finding it increasingly difficult to expand distribution, navigate complex regulations and compete with larger international players. While consumers continue to embrace wellness products, turning that demand into sustainable business growth has become more challenging for many companies.
Those realities will take centre stage during State of the Industry: Growth, Competitiveness & the Cost of Inaction, a keynote lunch taking place at CHFA NOW Toronto 2026.
Designed as an executive briefing for retailers, brands and industry leaders, the session will bring together economic analysis, consumer insights and policy perspectives to provide a comprehensive look at where Canada’s natural, organic and wellness industry stands today—and what will be needed to strengthen its long-term competitiveness.
Demand Is Strong. Competitiveness Is the Challenge.
The sector continues to benefit from strong consumer interest across natural health products, organic foods and wellness categories, while innovation remains a defining characteristic of the industry.
The challenge, according to CHFA, is not a lack of consumer demand. Instead, many businesses face structural barriers that can limit their ability to grow at the same pace as competitors in larger international markets.
Retail concentration, commercialization challenges, regulatory complexity and rising operating costs are among the factors affecting the industry’s ability to scale. Even as market demand continues to expand, many Canadian companies face obstacles in transforming successful products into nationally recognized brands with broader market reach.
For retailers, these same forces influence assortment planning, category development and long-term merchandising strategies. Understanding how consumer trends, economic conditions and industry policy intersect has become increasingly important as the wellness marketplace continues to evolve.
Bringing Multiple Perspectives Together
The keynote brings together three complementary perspectives that are rarely presented in a single executive briefing.
MNP will examine the economic contribution of Canada’s natural, organic and wellness sector and the structural challenges affecting growth. NIQ will provide insights into consumer purchasing behaviour, emerging trends and areas where future category growth is expected, while CHFA will explore the policy and regulatory issues shaping the industry’s future. Together, the presentations are intended to provide attendees with a broader understanding of the forces influencing the sector today and what will be required to ensure Canadian businesses remain competitive.
“Canada has everything it needs to be a global leader in natural, organic and wellness products—strong consumer demand, innovative businesses and world-class entrepreneurs,” said Aaron Skelton, President and CEO of CHFA.
“The question isn’t whether the opportunity exists. It’s whether we’re creating the conditions for Canadian companies to capture it.”
Why It Matters for Retailers
Retailers are often among the first to recognize shifts in consumer behaviour, making them an important part of the industry’s continued evolution. As customer expectations change, retailers are balancing demand for innovative products with the realities of rising operating costs, evolving regulations and an increasingly competitive marketplace.
The State of the Industry keynote is designed to provide context for those decisions by bringing together data, economic analysis and policy perspectives in a single executive briefing. Rather than presenting isolated research findings, the session connects consumer behaviour, economic performance and industry leadership into one strategic conversation centred on “The Cost of Inaction.”
For retailers, suppliers and emerging brands alike, understanding the forces shaping Canada’s wellness economy is becoming increasingly important. By bringing together economic data, consumer insights and industry perspectives in one discussion, the keynote aims to give attendees a broader understanding of where the sector stands today—and what it will take for Canadian businesses to compete and grow in the years ahead.
The State of the Industry: Growth, Competitiveness & the Cost of Inaction keynote lunch will take place on Friday, September 25, during CHFA NOW Toronto 2026 at the Automotive Building at Exhibition Place. Presented by CHFA, MNP and NIQ, the session is part of the CHFA NOW conference program and is open to registered conference attendees who purchased the lunch session.
Visit the CHFA NOW Toronto 2026 website for information and to register to attend.
