Local Pride
The Canadian-Made Advantage
At CHFA, one theme rang loud and clear: local pride sells. A growing number of brands showcased “Made in Canada” prominently on packaging, signage, and booth displays—tapping into consumer and retailer demand for homegrown products. This emphasis on local sourcing isn’t just about national pride; it’s also a response to concerns about sustainability, transparency, and supply chain resilience. One standout example was OATLY, which highlighted its use of Canadian-grown oats to reinforce its commitment to supporting local agriculture. As global uncertainties persist, products rooted in Canadian identity are gaining traction as trustworthy, sustainable choices.
Quebec Brands Adapt to Local Expectations
Quebec-based brands are taking a tailored approach to growth by updating their packaging and messaging to better align with local consumer preferences and regulatory requirements. This regional refinement reflects a broader trend: one-size-fits-all strategies no longer cut it. From language updates to design tweaks and ingredient transparency, brands are responding to the unique cultural and market expectations of Quebec shoppers. It’s a smart move in a province where consumer loyalty hinges on authenticity and relevance—reinforcing the importance of localized marketing as a pathway to deeper connection and sustained growth.
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Made in Canada – How Are Canadians Responding to U.S. Tariffs?
Shifts in Beverage
The Rise of Herbal Caffeine Alternatives
As consumers look for cleaner, more balanced sources of energy, herbal caffeine alternatives are gaining momentum across the functional beverage aisle. Instead of relying solely on traditional caffeine sources like coffee or synthetic energy drinks, shoppers are gravitating toward plant-based options such as yerba mate, guayusa, and ginseng. These ingredients not only offer a gentler energy lift but are also often positioned as adaptogenic or wellness-enhancing—appealing to health-conscious consumers who want both function and feel-good benefits. Brands at CHFA leaned into this trend, highlighting herbal blends as natural energy solutions that support focus, stamina, and stress resilience.
Functional Beverages Go Mainstream
Functional beverages have officially broken out of the wellness niche and into the mainstream. CHFA showcased an explosion of drinks promising benefits beyond basic hydration—supporting everything from gut health and immunity to focus and stress management. Ingredients like probiotics, electrolytes, and nootropics are now showing up in everyday formats like sodas, sparkling waters, and even ready-to-drink teas. What was once reserved for specialty stores or niche health circles is now positioned as a daily wellness habit, signaling a major shift in consumer expectations around what their beverages should deliver.
Plant Growth and Losses
Mushrooms Take Center Stage
Functional mushrooms have cemented their place as a key trend in health and wellness, with reishi, lion’s mane, and chaga showing up across nearly every aisle at CHFA. Once limited to niche supplements, these powerful fungi are now featured in snacks, beverages, and even everyday pantry staples, signaling broad consumer adoption. Shoppers are increasingly drawn to their potential benefits—from immune support to enhanced cognition and stress relief—making mushrooms a standout ingredient with serious staying power. Their widespread integration across categories suggests they’re no longer a trend to watch—they’re a wellness staple brands can’t afford to ignore.
Exploring Diverse Protein Options
Plant-based meat alternatives, once at the forefront of food innovation, are seeing a strategic evolution. At CHFA Vancouver, there was a clear shift away from launching new vegan SKUs—particularly in the meat analogue space—as brands and consumers alike look toward more balanced, holistic approaches to protein. While the initial surge during the pandemic brought brands like Beyond Meat into the spotlight, today’s shoppers are more discerning, seeking simpler ingredient lists and functional benefits. In tandem, the show revealed a major uptick in high-protein offerings across other categories—think Greek yogurts, high-protein snacks, and premium meat products. The opportunity? Brands can win by diversifying their protein portfolios and leaning into clean-label, nutrient-rich options that deliver both function and flavor.
Distribution Challenges = Strategic Opportunity
While distribution hurdles remain a reality—fueled by tariffs, cross-border complexities, and evolving trade dynamics—many brands at CHFA are reframing the issue as a chance to innovate. Rising costs and logistical delays are prompting companies to explore smarter solutions, from tech-enabled inventory systems to direct-to-consumer (DTC) channels that bypass traditional bottlenecks. Strategic partnerships with agile distributors and fulfillment partners are also gaining traction.
The takeaway?
Brands that tackle supply chain pain points head-on aren’t just surviving—they’re setting themselves apart as resilient, forward-thinking players in a market where reliability is the new differentiator.
Innovation Meets Adaptation in 2025
CHFA NOW Vancouver 2025 showcased a category in transformation—one balancing functionality, localization, and sustainability. The most successful brands going forward will be those that tap into functional health, meet local needs, and tackle operational hurdles head-on.
