A discussion with the Canadian Health Food Association’s CEO on innovation, regulation, consumer trust, and sports nutrition trends shaping 2026
As Canada’s natural health, wellness, and sports nutrition industries continue to mature, few organizations have as much influence across the sector as the Canadian Health Food Association (CHFA). Representing thousands of retailers, manufacturers, distributors, and suppliers nationwide, CHFA plays a central role in advocacy, education, and industry connection at a time when consumer expectations and regulatory scrutiny are higher than ever.
With CHFA NOW Vancouver 2026 taking place February 21-22, 2026, at the Vancouver Convention Centre, the spotlight is once again on Western Canada as a launchpad for innovation and insight.
In addition to the trade show floor, CHFA NOW Vancouver also features a dedicated Conference Day on February 20, offering in-depth education and insights for members and industry stakeholders ahead of the main event.
Ahead of the event, Muscle Insider CEO Andrew Bukowsky met with Aaron Skelton, President and Chief Executive Officer of CHFA, to discuss the trends shaping the industry, the growing influence of sports nutrition, and what attendees can expect when the natural health community comes together in Vancouver in February.
Industry Trends Shaping Natural Health and Wellness in Canada
1. Looking ahead to 2026, what emerging trends or shifts do you see shaping the natural health and wellness industry in Canada?
We’re seeing several macro trends converge. Miniaturization is one — smaller formats and snackable portions driven by interest in metabolic health, GLP-1 use, and on-the-go lifestyles. Functional beverages continue to evolve, pairing bold flavours with benefits like hydration, focus, and recovery. Soft wellness is also gaining ground, with more emphasis on mood support, sleep, gut-brain health, and daily rituals that set the tone for your day. At the same time, Canadians are focused on extending health span, with proactive support for aging well, mobility, and cognitive health. Finally, beauty from within continues to grow, blending nutrition, supplements, and premium functional foods.
2. When you compare Canada’s natural health and sports nutrition innovation to markets like the U.S. and Europe, where do you feel we stand?
Canada punches well above its weight. Our natural health product regulatory framework is among the most rigorous globally, which means Canadian-made products are held to a very high standard for safety and efficacy. That gives athletes and active Canadians real confidence in what they’re using. We have incredible home-grown brands fueling a wide range of performance needs, and it’s something our industry should be very proud of.
What to Expect at CHFA NOW Vancouver 2026
3. CHFA NOW Vancouver is one of the most anticipated industry events of the year. What can attendees expect that’s new or different for 2026?
CHFA NOW Vancouver is often where the industry gets its first look at what will be hitting shelves next. It’s a pulse check on innovation and where the market is heading. With sports nutrition continuing to expand rapidly, attendees can expect to see a broader range of solutions — products supporting performance, lean muscle, recovery, sleep, and longevity — all aimed at helping people stay active and do what they love for longer.
4. This year’s CHFA NOW Vancouver introduces the new Conference SuperPass. What value does it offer attendees and why launch it now?
As a member-based association, we invest heavily in education and insights that help our members succeed in the Canadian market. At the same time, we recognize that companies new to the industry may want to experience that value before committing to membership. The Conference SuperPass creates a lower-barrier entry point, allowing non-members to access high-quality education, understand the regulatory and market landscape, and see firsthand how CHFA supports business growth.
5. CHFA Launch Pad continues to spotlight innovative young brands. What makes Launch Pad so valuable, and what types of innovation are you hoping to see from applicants this year?
CHFA Launch Pad is consistently one of the most energized areas of our shows. It gives emerging brands a powerful platform to tell their story directly to retailers, distributors, brokers, and media. What makes it special is the originality. Many of these founders are deeply connected to their community and are solving very specific problems. You never quite know what you’ll discover, which is why it’s a must-see for anyone looking for what’s next.
6. As the industry evolves, how is CHFA adapting the show experience to better support both emerging companies and legacy brands?
We focus on connection. Different stages of business require different types of support, and our role is to bring the right people together. For established brands, that might mean advanced education, investment insights, or media exposure. For emerging companies, it’s often about meeting the right retailer, distributor, or peer who can help unlock growth. CHFA NOW creates an environment where those connections happen organically, and where unexpected opportunities often emerge.
Regulation, Advocacy, and Consumer Trust
7. With Health Canada announcing that cost recovery for Natural Health Products will not move forward as planned, what does this mean for brands, retailers, and consumers?
The pause on cost recovery is the result of sustained advocacy and strong industry engagement. It shows that when our sector speaks with a unified voice, it can influence meaningful outcomes. While this is an important moment, challenges remain. CHFA will continue working closely with policymakers and Health Canada to protect access to natural health products, and we encourage everyone who values these products to stay informed and engaged.
8. Consumer trust has become a defining factor in the natural health industry. How is CHFA helping Canadians navigate misinformation, greenwashing, and label transparency?
We invest in primary consumer research to better understand how Canadians think about health, wellness, and trust. Our 2025 research showed a notable decline in trust, driven by information overload and conflicting messages. In response, we’re conducting new research to understand where trust is truly formed — whether through certifications, healthcare professionals, retailers, or emerging tools like AI. We’ll be sharing those insights in 2026 to help the industry communicate more clearly and credibly.
The Evolution of Sports Nutrition and Performance Wellness
9. Sports nutrition has become one of the fastest growing natural health categories. What trends are you seeing among performance-focused products such as proteins, functional beverages, nootropics, and recovery aids?
Protein continues to expand well beyond traditional bars and powders into everyday formats. Fiber is also having a moment, as people better understand its role in satiety, blood sugar balance, and inflammation. We’re seeing more products designed for specific sports and communities, which helps consumers feel seen and supported in their activity. And across the board, longevity is a major driver — products that support joints, sleep, and recovery so people can stay active longer.
10. We’ve seen the sports nutrition category mature with increased emphasis on evidence-based formulations and certification standards. How do you see CHFA’s role evolving in this segment?
CHFA plays a critical role in education and advocacy. We support our members in navigating Canada’s regulatory requirements, staying compliant, and understanding what standards matter most to Canadians. At the same time, we work with media and stakeholders to reinforce the quality, credibility, and science behind this industry.
Leadership, Momentum, and the Role of CHFA
11. You’ve been recognized for bringing fresh vision and momentum to CHFA’s mission. What initiatives from the past year are you most proud of?
I’m incredibly proud of the collective work our team and members have done over the past several years. The success of our Save Our Supplements campaign demonstrated the power of industry collaboration. I’m also proud of the continued evolution of CHFA NOW. The energy in the halls reflects a confident, growing industry. Most of all, I value the relationships we’ve built with members, whether that’s visiting stores, speaking with teams, or connecting at CHFA events. Everything we do is in service of the industry.
12. Finally, what excites you most about welcoming the natural health and sports nutrition community back to Vancouver for CHFA NOW 2026?
Our north star at CHFA is simple: when we all do well, Canadians live well. Coming together in Vancouver to celebrate innovation, performance, and purpose-driven brands is always energizing. It’s an opportunity to learn from one another, strengthen our community, and continue raising the bar for natural, organic, and wellness products in Canada.
Looking Ahead to CHFA NOW Vancouver 2026
As the conversation with Aaron Skelton makes clear, CHFA NOW Vancouver 2026 arrives at a pivotal moment for Canada’s natural health and sports nutrition industries. Innovation is accelerating, consumer expectations are rising, and trust, transparency, and regulatory clarity have never been more important.
From performance-driven nutrition and longevity-focused formulations to the growing responsibility brands carry in educating consumers, the themes shaping this year’s event reflect an industry that is both maturing and expanding its influence. CHFA NOW Vancouver is not simply a showcase of new products. It is a meeting point for ideas, leadership, and collaboration across the entire wellness ecosystem.
For retailers, brands, practitioners, and performance-minded consumers alike, the 2026 show offers an opportunity to better understand where the industry is headed and how those shifts will shape the future of health in Canada. As Skelton emphasized throughout the discussion, when the industry moves forward together, Canadians ultimately benefit.
With the natural health and sports nutrition community set to gather in Vancouver this February, CHFA NOW Vancouver 2026 stands poised to set the tone for the year ahead.
CHFA NOW Vancouver 2026 — EVENT DETAILS
Event: CHFA NOW Vancouver 2026
Conference Day: February 20, 2026
Trade Show: February 21-22, 2026
Location: Vancouver Convention Centre, Vancouver, BC
Registration & Details: https://www.chfanow.ca/vancouver/
Author’s Note
This interview was conducted by Andrew Bukowsky, CEO of Muscle Insider. As the Canadian sports nutrition and performance landscape continues to evolve, conversations like this help bridge industry leadership with the athletes, retailers, and brands shaping the future of health and wellness in Canada.
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