Emerging trends and future opportunities in Canada’s natural health products market
By Aaron Skelton
The natural health product (NHP) market in Canada has proven remarkably resilient despite economic pressures and evolving regulatory landscapes. Amidst the current regulatory hurdles facing the Canadian NHP industry, several emerging trends and consumer interests still suggest a bright future for growth within Canada’s NHP and broader natural, organic, and wellness (NOW) sectors.
CHFA’s most recent study, conducted in July 2024, unveiled key insights that could shape the future of the NOW industry in Canada:
Naturopathic medicines: Interest in naturopathic medicine is on the rise, with half of Canadians viewing it as a valuable complement to Western medicine. This growing acceptance of integrative health approaches signals a significant opportunity for naturopathic treatments (including NHPs) to expand their market presence.
Sexual health and perimenopause/menopause: Canadians are increasingly supportive of destigmatizing sexual health issues, with 61percent advocating for more openness. During perimenopause and menopause, 65 percent of Canadians consider NHPs essential and 64 percent would prefer NHPs over hormone replacement therapy for managing symptoms. This underscores a substantial market for products addressing these specific health needs.
Climate change and sustainability: The impact of climate change on health and the environment is influencing consumer behaviour, driving a preference for clean, eco-friendly, and sustainable products. Notably, 66 percent of Canadians purchase products aligned with these values at least occasionally, and 70 percent express concern about climate change's effects on their health. This trend highlights a growing demand for NHPs that address climate-related health issues and prioritize sustainability.
CHFA’s latest research provides valuable insights into current consumer trends and how brands can effectively leverage them. The growing interest in naturopathic medicine, sexual health products, and sustainable options is particularly exciting, suggesting a promising future for the NHP market. This sector is poised for continued resilience and innovation.
Find CHFA’s latest research study at chfa.ca. CHFA members get access to the full report, but if you’re not a member yet, you can download a sample report.