Strong consumer demand for natural, organic and wellness products meets structural barriers to scaling, a topic on the agenda at CHFA NOW Toronto this September.

Canada’s natural, organic and wellness sector has become one of the country’s fastest-evolving consumer categories, with sustained interest across natural health products, organic foods and wellness lines. According to the Canadian Health Food Association (CHFA), the challenge is not a lack of demand but the structural barriers businesses face when scaling: retail concentration, commercialization hurdles, regulatory complexity and rising operating costs.

These issues will be examined during State of the Industry: Growth, Competitiveness & the Cost of Inaction, a keynote session at CHFA NOW Toronto 2026 on September 25. Presented by CHFA with MNP and NIQ, it will combine economic analysis, consumer purchasing insights and policy perspectives. For exporters targeting Canada, the session offers useful signals on where demand is heading in organic and wellness categories, and on the retail and regulatory realities shaping market entry.