Consumer Reports

This report highlights major opportunities for natural health products (NHPs) to support women at every stage of life. From perimenopause and menopause to PCOS, PMS, endometriosis, and mental health, women face complex, overlapping challenges—and they’re seeking trusted, effective solutions.

By uncovering market gaps, unmet needs, and areas where innovation can have the biggest impact, this Women’s Health & NOW report reveals what consumers truly want: affordable, accessible, evidence-based products, paired with education and professional guidance to help them manage their health with confidence. 

For brands and innovators, the message is clear: demand for women-focused wellness solutions is on the rise and this report equips you with the insights to create products that resonate—and make a real difference. 

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

This report uses a marketing science cluster methodology to segment Canadians into four distinct consumer groups across eight wellness dimensions. With data-driven insights into demographics, health attitudes, top concerns, and engagement with natural, organic, and wellness products, it uncovers what’s shaping well-being today. Designed to help you anticipate shifts and refine your strategies, this report gives you the clarity to make smarter business decisions.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

This report examines the shifting attitudes and behaviours of Canadian consumers as they navigate the future of health and wellness. From a growing demand for natural health products to rising interest in mental well-being and preventative care, CHFA uncovers what's driving change and what's here to stay. With transparency, sustainability, and personalization top of mind, this report offers a comprehensive look at what's shaping tomorrow's wellness choices, empowering you to make informed decisions for your business.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

From functional waters to alcohol alternatives, Canada’s beverage landscape is rapidly evolving. At CHFA, we asked Canadians to uncover what’s driving their drink choices in 2025, from health-conscious shifts away from alcohol to the rising appeal of hydration-focused products. In this report, you'll discover the factors shaping these decisions, including price, sugar content, and natural ingredients, with references to how the Wellness Superconsumer is influencing what Canadians reach for when they’re thirsty.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

The report explores Canadians' awareness, perceptions, and engagement with global trends that are shaping consumer behaviour and provides a clear view of the future of wellness in Canada. From increasing concerns on climate change to sexual health becoming less taboo — CHFA uncovered what’s behind product trends and what promises to keep making waves in the future.  

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

Food and beverage CPG that exceeds a minimum threshold of saturated fat, sugars and sodium will be required to add a front-of-pack symbol to beginning in January 2026. We conducted a study to find out how Canadian consumers feel about this new label and ways brands can mitigate against any negative perceptions.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

We identify seven forces influencing a shift in consumer behaviour, outlining ideas for where to invest your marketing spend, including everything from product innovation to merchandising. This report will better equip you to identify and integrate emerging brands, categories, or product trends into your unique customer acquisition and retention strategy.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

We're living among record high inflation and as a result, Canadians have adapted their shopping behaviours and preferences. We commissioned a study to find out which natural, organic and wellness categories have been impacted most and the trade-offs consumers are making to stay within budget in these high-priced times.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.

From COVID to inflation, the world has shifted our relationship to health and wellness and what we’re willing to put our dollars behind. CHFA commissioned a study to discover how the past few years have shaped our views on natural, organic and wellness and the barriers to overcome for future growth.

Q: My company is a CHFA member but I don't have access to the CHFA Member Portal, How can I access the report?
A: Please email us at info@chfa.ca and we'll be able to help you out.