Canadians Are Rethinking Wellness — and Demanding Proof

By: Lynsey Walker, vice-president, marketing & communications, CHFA.

From functional foods to targeted supplements and emerging wellness products, consumers are being presented with more choice — and more claims — than ever before. WGSN predicts the global health and wellness industry will grow by more than $542 billion between 2023 and 2030, reaching a market size of 10.06 trillion USD.^[1] But as the category grows, so does consumer scrutiny — bringing in a new era of accountability for wellness brands and retailers alike.

Earlier this year, CHFA commissioned new research to better understand how Canadians are navigating this growing wellness marketplace. We wanted to find out what builds trust, where confidence is breaking down and what consumers now expect from brands and retailers.

What’s becoming increasingly clear is that consumers are no longer responding to wellness marketing at face value.

Terms like “natural” and “clean” may once have signalled credibility, but many Canadians now view vague language as marketing unless it is backed by proof. In fact, 20 per cent of Canadians say their trust in product claims has declined over the last two to three years, with nearly two-thirds citing the overuse of wellness buzzwords as the primary reason^[2].

While 53 per cent of Canadians say they trust product claims, only five per cent strongly trust them — revealing how fragile consumer trust has become in an increasingly crowded wellness marketplace.^[3]

At the same time, consumers are becoming much clearer about what actually builds credibility. When asked what would most increase trust in product claims or certifications, 44 per cent of Canadians pointed to scientific evidence or clinical research supporting claims. Other leading trust-builders included brand reputation, transparency around ingredients, sourcing and production practices, endorsements from qualified health professionals and the ability to verify certification details online.^[4]

The message from consumers is clear: proof matters more than positioning.

Canadians increasingly expect transparency around ingredients, sourcing and formulation — and they want claims backed by evidence. For brands and retailers alike, trust is no longer a nice-to-have; it is quickly becoming one of the industry’s most important competitive differentiators.

That also creates a growing responsibility for retailers. As consumers navigate this crowded marketplace, retailers are often helping bridge the gap between product claims and consumer understanding. Shoppers are asking harder questions — about ingredients, sourcing, efficacy and verification — and retailers have an opportunity to provide educated guidance they can trust. In this environment, transparency, product education and credibility matter not just for brands, but for the retail partners helping consumers make informed decisions.

That shift is also reshaping how retailers evaluate the brands they bring to shelf. Retailers need confidence not only in the products themselves, but in the founders, sourcing practices and claims behind them. Product knowledge and direct access to brands have become critical.

That’s one reason trade shows like CHFA NOW continue to play such an important role across the natural, organic and wellness industry. They provide retailers with unmatched opportunities for direct conversations, deeper product education and the ability to ask questions that can’t always be answered through packaging or online research alone.

Events like CHFA NOW help retailers discover emerging products, have face-to-face conversations to better understand brands, ingredient sourcing and formulation, evaluate the credibility behind product claims and build the confidence needed to make informed purchasing decisions for their customers.

The wellness industry is entering a new phase — one where transparency, education and accountability truly matter. The opportunity ahead is not simply to meet consumer demand, but to rebuild trust through authentic connection and credible information.

CHFA NOW returns to Toronto September 25–27, 2026, bringing together retailers, brands and industry leaders. Through CHFA’s VIP Retailer Program, retailers gain exclusive opportunities to connect directly with brands, discover innovative products and deepen the product knowledge needed to confidently support today’s wellness consumer.

Retailers can register by August 28 to access VIP Retailer benefits at CHFA NOW Toronto. Visit chfanow.ca/Toronto to learn more.

1. Cano, A., & Medeiros, C. (2025, July 8). Global consumer sentiments: Health & wellness. WGSN. https://www.wgsn.com/insight/article/6821b5f4746cc9742afe6853 ↑
2. Canadian Health Food Association. (2026). Trust, transparency and trade offs. ↑
3. Canadian Health Food Association. (2026). Trust, transparency and trade offs. ↑
4. Canadian Health Food Association. (2026). Trust, transparency and trade offs. ↑