Aaron Skelton

The Canadian Health Food Association (CHFA) warns of impacts across the NOW industry that generates approximately $39.7 billion in economic output, contributes $18.7 billion to Canada’s GDP, and supports approximately 147,100 full-time equivalent jobs, according to research by MNP.

Many of these trends take root in The Greenhouse, a new CHFA NOW program spotlighting emerging Canadian natural, organic and wellness brands.

The CHFA is Canada's largest trade association dedicated to natural, organic and wellness products. 

CHFA NOW Toronto, Canada's largest trade show for natural, organic, and wellness products, will spotlight five key trends set to shape the way Canadians shop in 2026.

Aaron Skelton, CEO of the Canadian Health Food Association, highlights the sector’s continued growth and resilience amid economic pressures, while advocating for innovation, regulatory reform, and increased support for small businesses across Canada’s natural health product landscape.