Canadian consumers continue to seek out natural, organic and wellness products, but many are taking a more deliberate approach to the claims attached to them.
Packaging remains an important starting point. From there, shoppers may consult brand websites, health professionals, online reviews, friends and family, and emerging tools such as artificial intelligence before deciding whether a product deserves their confidence.
New research from the Canadian Health Food Association suggests that claims and certifications can help a product enter the consideration set. When the final decision is made, however, quality, effectiveness and price tend to carry greater weight.
The findings are contained in Triple Exposure: Trust, Transparency and Trade-Offs, a consumer report released by CHFA in July 2026. The research is based on an online Leger survey conducted between November 25 and December 11, 2025, involving 1,506 Canadians aged 18 and older.
Results were weighted to reflect the Canadian population by age, gender and region. The sample also included 418 “Wellness Superconsumers,” described in the report as highly engaged early adopters whose behaviour can offer an indication of where the broader market may be heading.
The report presents a wellness market where trust remains intact, although much of it is conditional. Consumers have not broadly rejected wellness claims or third-party certifications. They are becoming more likely to seek context and outside reassurance before accepting them.
Editor’s Note: 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.
Trust Remains, Although Strong Confidence Is Limited
More than half of Canadians surveyed said they trust product claims and third-party certifications to some degree.
Fifty-three per cent said they trust claims such as “natural,” “sustainable” or “science-backed,” while 60 per cent said they trust third-party certifications.
Strong confidence was considerably less common. Only five per cent said they strongly trust product claims, and nine per cent strongly trust certifications.
Distrust was higher for claims created or presented by companies. Thirty-seven per cent said they somewhat or strongly distrust product claims, compared with 25 per cent who expressed distrust toward third-party certifications.
The large number of respondents who fell into the “somewhat trust” category is central to the report. These consumers appear receptive, though their confidence may depend on the information they encounter later in the shopping process.
Trust also varied among consumer groups. Wellness Superconsumers reported much higher trust in certifications and product claims than the population overall. Younger Canadians were generally more receptive to certifications, while Quebec respondents showed greater skepticism.
The findings point to a market where a recognizable phrase or logo may attract attention without securing the sale. Consumers may still expect understandable ingredient information, sourcing details, research or an explanation of the standards behind a certification.
Packaging Starts a Broader Research Process
CHFA’s research describes a purchasing journey that unfolds across several stages.
Product claims and packaging help consumers decide whether an item appears relevant to their needs. Some shoppers then seek reassurance from other sources before comparing products on performance, quality and price.
Packaging was the most commonly cited source of information about claims and certifications, identified by 39 per cent of the general population.
Consumers also reported turning to doctors and medical professionals, brand websites, online reviews and Reddit discussions, friends and family, nutritionists and dietitians, social media, retail employees and AI tools.
Those sources do not carry equal authority.
Seventy-nine per cent said they trust product packaging as an information source, while 69 per cent trusted doctors and medical professionals. Brand websites were trusted by 56 per cent.
Online reviews and Reddit discussions earned the trust of 45 per cent, followed by friends and family at 43 per cent and nutritionists or dietitians at 42 per cent.
AI tools, social media and influencers ranked much lower. Twenty-one per cent said they trust AI tools for information about claims or certifications, while 19 per cent trusted influencers or public figures.
The results suggest consumers are comparing information across multiple touchpoints. Packaging and brand communications remain influential, but shoppers may test those messages against professional advice, independent commentary and the experiences of other consumers.
Consistency therefore becomes important. A claim displayed prominently on a package may lose credibility when a retailer’s product page offers little explanation, the certification is unfamiliar, or outside information appears to conflict with the brand’s message.
Retail product pages, shelf communication and knowledgeable employees can help answer questions that packaging cannot fully address. CHFA also identifies QR codes and other scannable resources as possible ways to connect shoppers with certification details, sourcing information and supporting research.
Familiar Wellness Language Faces Greater Scrutiny
Canadian consumers continue to look for wellness-related claims, but broad marketing terminology appears to be losing some of its persuasive power.
One in five respondents said their trust in product claims had declined during the previous two to three years. Among that group, 63 per cent cited the overuse of terms such as “natural” and “clean” as a reason.
Misleading claims were identified by 15 per cent of those whose trust had declined. Other respondents pointed to brands prioritizing image over honesty, difficulty identifying trustworthy information, conflicting media messages and increased exposure to misinformation.
The distinction is important. The study does not show that 63 per cent of all Canadians reject “natural” or “clean” products. That figure applies specifically to the respondents who reported declining trust.
Consumers continue to seek out claims that help them evaluate products. Three-quarters of respondents said they look for at least one claim, with locally made, natural ingredients and “free from” among the most frequently sought.
Claims tied to specific and understandable product attributes generally appear to retain more credibility than broad language that is difficult to define or verify.
For brands competing in crowded wellness categories, familiar terminology may offer limited differentiation when several products on the same shelf use similar wording.
A term such as “clean” may earn initial attention, but shoppers may still want to know what it means for a particular ingredient list, formulation or production process.
The report encourages brands to support broad claims with precise information. Retailers can reinforce that effort by emphasizing meaningful product differences and making complex categories easier to understand.
Certifications Carry Weight, but Understanding Varies
Third-party certifications command greater overall trust than product claims, although recognition and understanding differ widely among Canadian consumers.
Fourteen per cent of respondents said their trust in certifications had declined over the previous two to three years.
Among that group, 52 per cent cited difficulty knowing who was behind a certification or how credible the organization was. Eighteen per cent pointed to increased exposure to misinformation, while 12 per cent cited the presence of too many misleading certifications.
Other concerns included uncertainty about how certifications are awarded, conflicting information, unfamiliar standards and the overuse of certification seals.
Canada Organic and Non-GMO Project Verified led the report’s certification rankings, earning the trust of 56 per cent and 55 per cent of respondents, respectively. Leaping Bunny or cruelty-free certification followed at 43 per cent. USDA Organic reached 40 per cent, while Rainforest Alliance was trusted by 39 per cent.
Recognition declined considerably across several other standards. Some certifications generated high levels of uncertainty, with respondents saying they did not know what the designation meant.
That uncertainty may matter as much as active distrust. A certification can be prominently displayed without communicating who created the standard, what requirements were met or how compliance is monitored.
Brief explanations on product pages, category pages and in-store materials could help close that information gap. The report recommends pairing certification marks with clear descriptions and giving consumers an accessible way to learn more about the standard.
Quality, Effectiveness and Price Close the Sale
Claims and certifications remain part of the decision-making process, but they do not outweigh the fundamentals that have long shaped retail purchases.
When respondents were asked to identify the most influential factors when choosing between two products, product quality ranked first, followed by effectiveness and price.
Canadian-made or locally sourced products, scientific support, natural ingredients and brand reputation followed.
Third-party certifications and product claims ranked considerably lower. Both remained ahead of packaging and design, though they trailed most practical considerations.
The report characterizes claims and certifications as factors that help a product qualify for consideration. They can signal alignment with a shopper’s values and reduce some of the perceived risk involved in trying an unfamiliar item.
The final decision is usually more practical. Consumers want to know whether the product works, whether its quality supports the price and whether its benefits are clear.
That finding has particular relevance for wellness products carrying premium price points. Certification marks and carefully developed claims may support a brand’s positioning, but shoppers may still expect a clear performance benefit or a meaningful point of difference.
Merchandising products around consumer needs, including sleep support, digestive health or energy, may help shoppers compare their options more easily. Straightforward information about performance expectations and price differences can also help consumers assess value.
AI Is Accelerating Product Research
Artificial intelligence is becoming another source of information for consumers researching health, diet and natural products.
Nearly three in ten Canadians said they had used an AI tool such as ChatGPT, Google Gemini or Perplexity for health-related information.
Usage reached 41 per cent among Canadians under 45, compared with 20 per cent among respondents over 45. Fifty-five per cent of Wellness Superconsumers reported using AI for health-related research.
Consumers remain cautious about the technology. Eighty-five per cent identified at least one concern about using AI for health or product research.
Accuracy was the leading concern, cited by 58 per cent. Difficulty verifying sources followed at 46 per cent. Lack of accountability and potential bias were each identified by 41 per cent, while 34 per cent raised privacy or data collection concerns.
The research positions AI as a starting point for questions and comparisons, without placing it on the same level as professional expertise. Consumers may use it to interpret ingredients, compare products or generate follow-up questions before confirming the information elsewhere.
Its influence on retail may come from speed. Consumers can now compare competing claims and search for supporting information within seconds, making inconsistencies and poorly explained language easier to identify.
Brands and retailers will therefore have another reason to keep product information accurate and consistent across packaging, websites and digital marketplaces.
Retailers Can Help Consumers Navigate the Category
The findings point to a wellness customer who remains interested in product claims and certifications but expects them to withstand closer examination.
Trust develops across a wider range of interactions. A package may capture attention, a certification may provide reassurance, and a product page or employee may answer additional questions. The purchase still depends heavily on whether the item appears effective, well made and worth its price.
Retailers have an opportunity to make that process easier.
Curated assortments can help consumers navigate categories filled with overlapping claims. Product pages can explain ingredients and certifications in straightforward language. Trained employees can help shoppers understand unfamiliar standards or compare products with similar positioning.
Digital tools can also connect consumers with credible supporting information at the point when uncertainty might otherwise interrupt a purchase.
CHFA expects scrutiny of wellness language and AI-assisted comparison to continue growing over the next two to three years. The report also anticipates that trust may become increasingly concentrated around better-known certifications and organizations that provide clear, accessible information.
Canadian consumers have not stopped looking for wellness products or the claims associated with them. They are becoming more deliberate about how those claims are assessed, where reassurance comes from and which factors ultimately justify the purchase.
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.
