Four emerging trends have emerged in the natural, organic and wellness industry that consumers will notice on store shelves in 2027, says the Canadian Health Food Association.
The Association says the trends will be on display throughout CHFA NOW Toronto, Canada’s largest trade show dedicated to the natural, organic, and wellness space, taking place from Friday, September 25 to Sunday, September 27 at Exhibition Place.
The CHFA outlined the four trends:
- Texture Takeover: Feeling is the Leading Factor – ASMR and social media are fuelling a growing appetite for texture. Millennials and Gen Z are seeking sensory-rich products – from crunchy and soft to gummy – that engage the senses, build anticipation, and create an experience that lasts beyond the first bite or sip.
- Micro-Rituals: Small Moments of Wellness: As consumers push back against wellness overload, small, intentional rituals are making healthy habits feel more accessible, achievable, and easier to incorporate into everyday life. Every product has a purpose, and every moment is celebrated through mini rituals that make Canadians feel good, all day long.
- Raised on Wellness: Healthy Habits Start Young: As wellness becomes more mainstream, kids aren’t being left out. Among parents buying snacks for kids, 35% prioritize natural ingredients (WGSN, 2026). Proving the shift that parents increasingly want clean, nutrient-dense products without sacrificing convenience or enjoyment for little ones.
- Passed Down: Tradition Makes a Comeback: Consumers are seeking alternatives to long ingredient lists and fast-moving wellness trends, turning instead to familiar, time-tested traditions: simmered, fermented, baked, pickled, and preserved using recipes and techniques passed down through generations. This renewed interest in traditional practices reflects a broader desire for simplicity, authenticity and a deeper connection to where products come from.
“CHFA NOW Toronto offers an up-close look at how natural, organic, and wellness is evolving,” said Canadian Health Food Association President and CEO, Aaron Skelton. “With $26 billion (MNP, 2026) in sales in Canada last year, it’s clear that wellness plays an important role in Canada’s economy. From the research we do, we’re seeing that Canadians are becoming more intentional about what they buy, seeking products that meet specific needs and fit seamlessly into their routines. The four trends we’ve identified reflect those changing priorities and offer a glimpse of where the market is headed.”
The CHFA said many of these trends take root in The Greenhouse, a new CHFA NOW program spotlighting emerging Canadian natural, organic and wellness brands. The dedicated show-floor space gives retailers an early look at innovative products that shoppers may not have discovered yet. Beyond visibility at the show, The Greenhouse connects founders with education, industry relationships and opportunities to help grow their businesses and bring their products to more Canadians.
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