Aaron Skelton, president & CEO of the Canadian Health Food Association, joins BNN Bloomberg to discuss how wellness trends shape Canadian retail strategy.

Canada’s natural, organic and wellness industry is accelerating as consumers focus on longevity, transparency and nutrition aligned with GLP-1 weight-loss medications. Industry leaders say the sector has evolved into a mainstream economic force, supported by sustained consumer investment in proactive health.

BNN Bloomberg spoke with Aaron Skelton, President and CEO of the Canadian Health Food Association, following CHFA NOW Vancouver, where more than 8,000 industry professionals gathered to assess emerging consumer trends and retail opportunities.

Key TakeawaysConsumers are prioritizing healthspan over lifespan, driving demand for anti-inflammatory foods, cellular health supplements and science-backed functional ingredients.GLP-1 medications are influencing eating habits, prompting reformulation around protein density, fibre, gut health and nutrient optimization.Sustainability and ingredient transparency are becoming competitive differentiators, with brands highlighting sourcing, testing and QR-enabled traceability.Retail momentum is expanding beyond specialty stores as large chains increase shelf space while smaller firms continue to drive innovation.The sector represents a $28 billion industry employing more than 150,000 people, underscoring its role as a significant contributor to Canada’s economy.Aaron Skelton, president & CEO of the Canadian Health Food Association Aaron Skelton, president & CEO of the Canadian Health Food Association

Read the full transcript below:

ROGER: CHFA NOW is Canada’s largest trade show and conference dedicated to the natural, organic and wellness industry, featuring more than 700 exhibitors and expert-led sessions on emerging industry trends. It was held in Vancouver. For more on this, we’re joined now by Aaron Skelton, President and CEO of the Canadian Health Food Association. Aaron, thanks very much for joining us.

AARON: Good morning, Roger.

ROGER: All right, let’s talk about the event and some of the trends you were seeing there.

AARON: Yeah. As you said, we just came off one of our biggest events this past weekend. Using a combination of global trend-forecasting platforms and our own consumer research, we released five trends ahead of the show.

The first one is something we like to call “healthspan habits,” which is really where anti-inflammatory eating meets cellular health. What we’re seeing is that consumers aren’t just chasing a number of candles on a cake, Roger. They’re looking for daily products that can help them feel good and age well. That’s translating into functional foods with real science behind them.

On shelf, this looks like foods that support anti-inflammatory diets — think of things like the Mediterranean diet — and supplements that support cellular health directly, along with everyday comfort foods like chocolate with added functional ingredients.

We’re also seeing what we call a “conscious connection,” which I sum up as healthy Earth, healthy body. Consumers are increasingly linking their personal health to the health of the planet, which I think is a really important trend. They’re seeking out brands with tested products that make clear sourcing and safety claims to protect both people and ecosystems.

You might have noticed more products with QR codes that showcase ingredient transparency or increase storytelling around ingredient testing and sourcing.

ROGER: All right, so lots of things happening. Colin, you wanted to jump in here. You’ve got a couple of questions?

COLIN: Yes, absolutely. I wanted to ask a bit more about the business side. In particular, we’ve been seeing a lot of news around some of the big retailers in Canada, like Loblaw and others, around pricing and margins. What are you seeing in terms of trends in wellness between the big retailers and what’s happening with medium- or smaller-sized retailers?

AARON: Yeah, it’s such a great question. We really are in a bit of a transition period. Consumers are always leading the trends, and demand for natural, organic and wellness products has never been higher.

It’s been great to see some of the large retailers lean into these categories. Historically, small- and medium-sized retailers served the majority of consumers. Now we’re seeing that volume shift to some of the larger retailers. Some of them are members of ours, and it’s been great to see them not only fulfill consumer demand but also support the industry and the small businesses it’s made up of.

ROGER: And how much are weight-loss drugs driving people and driving your industry in terms of where things are heading?

AARON: I don’t think we can ignore the impact of GLP-1s. What we’re seeing in our sector is that a lot of brands are shifting to support that change. It’s shaping how Canadians are eating, and brands are reformulating around protein density, muscle maintenance, gut health and nutrient optimization — really looking to offset some of the impacts of these pharmaceutical drugs.

We’re seeing protein-forward foods, smaller portions to meet that need, and more products with fibre blends, electrolytes and hydration support, dialing into some of the side effects of GLP-1 use.

ROGER: Colin, I know you’ve got another question.

COLIN: Yes. Based on what you’ve heard around the trade show floor, where are you seeing momentum and opportunity for retailers this year?

AARON: Retailers that meet consumers where they’re at are going to see success. Canadians are more skeptical these days. There’s a lot of information out there, and it’s hard to weed through it.

Brands and retailers that show transparency and authenticity in their sourcing, and provide clear storytelling around how they bring products to market, have a real opportunity to build trust with Canadians who are feeling a bit skeptical.

ROGER: And just how big is the industry? There’s been talk about people having to make tough choices about where their money goes. Are you noticing that Canadians are struggling, or are they still choosing healthy options?

AARON: Like most industries, there’s some nervousness when people are making trade-offs. Thankfully, what we’re seeing in our research is that Canadians continue to lean in and invest in their health. Being proactive is a real opportunity, and we’re seeing that reflected in sales at retail and in the innovation and growth coming from small businesses.

ROGER: And how big is the industry right now?

AARON: We estimate the natural, organic and wellness industry at about $28 billion, which is a strong part of the Canadian economy. It employs more than 150,000 full-time workers across the country in roles ranging from suppliers and distributors to retail.

It’s not a niche industry anymore. It’s a strong engine for the Canadian economy moving forward.

ROGER: Colin, one last question.

COLIN: What would you tell Canadian brands, retailers and consumers about where things are heading?

AARON: I think we’re going to see more customization and personalization in products that meet specific need states, which is exciting. We’re just at the tip of the iceberg in terms of what technology can do to support that.

Consumers will see more brands showcasing products in a clear, science-based and transparent way, with retailers partnering closely with them. That will become more visible on shelves in the coming years.

ROGER: I have to ask one last question — what kind of impact is AI having?

AARON: It’s having an impact across the board, from product formulation to how brands connect with consumers. People are still Googling things, but they’re also using AI platforms to do their own research. Brands that understand the limitations of AI, and how Canadians view it in terms of trust and authenticity, will be the ones that succeed.

ROGER: Aaron, thank you very much for joining us.

AARON: Thank you.

ROGER: Aaron Skelton is President and CEO of the Canadian Health Food Association.

—

This BNN Bloomberg summary and transcript of the Feb. 24, 2026 interview with Aaron Skelton are published with the assistance of AI. Original research, interview questions and added context was created by BNN Bloomberg journalists. An editor also reviewed this material before it was published to ensure its accuracy and adherence with BNN Bloomberg editorial policies and standards.