CHFA NOW Toronto 2024 was buzzing with excitement as over 7,700 attendees and nearly 1,000 brands gathered to explore the latest innovations in natural, organic and wellness products. The event, a premier destination for industry leaders, featured cutting-edge trends in plant-based foods, sustainable packaging and clean beauty.    

The BSG team was thrilled to be part of the action, once again sponsoring the CHFA Launch Pad, a competitive pitch event spotlighting the most promising start-ups in the wellness space. 

Congratulations to all the incredible finalists, including Miki Talebi from Oomé and Paloma Lara from Paz Bakery, two up-and-coming brands we had the pleasure of mentoring through the YSpace Food and Beverage Accelerator.  

A special shout-out and congratulations to Floating Leaf Fine Foods for winning the coveted Launch Pad prize with their innovative Rice Stuff Box Thai Red Curry. Their creative take on product and packaging reinvention is a testament to the ingenuity driving this industry forward.

We also had the pleasure of reconnecting with many of our clients, friends, former colleagues, partners, and meeting exciting new brands at the Member Mixer and on the show floor.

The conversations, insights and learning opportunities throughout the event fostered meaningful connections and sparked new ideas for future collaboration.

The positive momentum generated at CHFA NOW Toronto opens up exciting possibilities for continued growth and innovation in the months ahead.  

Key Trends at CHFA NOW Toronto 2024

From the moment we hit the show floor, the scope of plant-based innovations took centre stage. Noteworthy brands like Plant Up impressed with their fusion of flavours plant-based snacking alternatives, while Elmhurst wowed attendees with their clean, dairy-free beverages, including plant-based milks and lattes.

The spotlight on protein-packed products—from bars and salty snacks to beverages and frozen treats—demonstrated the ongoing demand for functional, health-forward food options.  

A few of the many examples included: Simply Protein’s range of flavours of restaurant-style tortilla chips with 12g of protein, Flourish’s mug cakes boasting 23g of protein and ready in 90 seconds (just add water and microwave!) and NanaShake’s Nana Pops with 10g of protein.

The surge in bite-sized snacks and portable, on-the-go products reflected the rising demand for convenience—ideal for those working from home or navigating busy lifestyles.

 A number of individual serving sized powder sachets and sticks for a variety of wellness applications and hydration options are launching from popular beverage brands, like Roar Plus with antioxidants, vitamins and electrolytes plus zinc & elderberry, WakeWater electrolytes (without caffeine, their hallmark inclusion), HerbaLand’s YumBiotic easy-melt powder sticks (your “on-the-go gut health bestie” – packed with probiotics and prebiotics – no water needed) and Nuun’s new format individual serving hydrating powders that are a new take on their well-known dissolving tablets. 

Another standout trend was the continued rise of alcohol-free beverages, appealing to consumers seeking wellness without compromise. Elevated taste and flavour profiles have made non-alcoholic options just as crave-worthy and mainstream as their alcoholic cocktail counterparts. No longer just beer, wine, champagne – several spirits like gin and tequila and mixed cocktails (mojitos, mules and more) are now available in a multitude of formats and flavours. 

Probiotics for gut health and collagen supplements aimed at skin and joint support were also front and centre. Notably, women’s health—particularly products targeting post-partum, peri- and menopause support —gained significant traction this year, alongside cleaner supplements and powders, like creatine. Kids products continue expanding with better ingredients and stacked benefits, like AquaOmega Sugar Free High DHA Omega-3 kids gummies. Forms like energy chews are becoming more mainstream from the previous niche of running and endurance sports. Gummies for grown-ups?!

The clean beauty movement and sustainable packaging innovations further emphasized the industry’s commitment to eco-conscious living, aligning with growing consumer preferences for planet-friendly solutions. Cruelty-free, vegan and recyclable packaging have become the standard. 

These trends point to a growing consumer focus on personalized health and wellness, and savvier consumers who want to actively advocate and thoughtfully choose options for better quality of life for themselves and their families…including pets too! The plethora of natural pet foods, treats and supplements continues to grow, demonstrating consideration and need for holistic family wellness.

Market Challenges: Rising Costs & Consumer Behaviour Shifts

While the energy on the show floor was palpable, the natural health and wellness space is not without its challenges. Rising costs of goods and distribution are driving up retail price points, which may affect consumer accessibility. As a result, brands must focus on clear, transparent messaging around product benefits and sustainability to remain competitive in a crowded market.

Additionally, we’ve observed a critical shift in the behaviour of the Engaged Plant-Based Consumer—a key demographic we explored in our deep dive study last year. This group is the driver of these categories, as there is a direct correlation between how frequently they consume plant-based food and beverages, and the number of plant-based categories consumed. This group indexes anywhere from 16% to 50% above average, but unfortunately we are seeing a reduction in both the size of this audience and in their frequency of consumption. 

This group of 8.6 million Canadians, who frequently purchase plant-based food and beverage products, has shrunk by over 800,000 people in the last year. Most of the decline stems from consumers who previously bought these products on a daily to weekly basis, leading to a material decrease in market sales volumes.

Understanding why these consumers are reducing their plant-based consumption is essential for charting a path back to growth. As the market becomes saturated, brands must not only innovate but also differentiate themselves through clear, consistent messaging about the health and environmental benefits of their products.

Looking Ahead

CHFA NOW Toronto 2024 highlighted both the incredible potential and the pressing challenges facing the natural and organic wellness community. As consumer preferences continue to evolve, brands that focus on transparency, sustainability and scalability will be well-positioned for success. Whether it’s innovating with plant-based foods, delivering functional beverages, or prioritizing eco-conscious packaging, the future of wellness is ripe with opportunity—but navigating it requires thoughtful strategy and consumer engagement.

We’re excited to see how these trends shape the industry moving forward and look forward to continuing our support for innovative brands through mentorship and collaboration.

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BritOn Solutions Group Inc. is a boutique sales and marketing consulting agency with advanced expertise in crafting comprehensive, multi-disciplinary strategies that deliver profitable revenue and growth for Consumer Packaged Goods (CPG) companies, brokers and retailers. Visit britonsg.com to learn more and follow us on LinkedIn, Facebook, Instagram and Twitter.

*Photos & images courtesy of Kristine Churchward, Chris Rodkin and Mike Sima