According to Tree of Life, “Health is top of mind for many Canadians, with 45% adopting a forward-looking outlook on their personal and always looking for ways to improve their health.” Consequently, they are taking actionable steps in multiple ways, including tried-and-true methods – getting more sleep, exercise, water, vitamins, and whole foods, while reducing sugar intake. Canadian consumers are seeking a balance “between enjoyment and necessity, prioritizing health, convenience, and value in their food and beverage choices.”
In recent years, consumer choices have switched to clean, functional, sustainable, and transparent products, and they’re spending their money on businesses and producers that provide such items. These trends also fuel innovation (partly brought on by social media influence), attracting new brands – and product lines – to retailers and online channels.
So, what are a few trends expected to influence Canadian consumer purchases in 2025?
The BC Dieticians directory sees the demand for high-protein diets rising this year and protein’s importance of muscle for strength, physical performance, and metabolic health; 71% of consumers are now actively seeking to increase their protein intake.
Interest in plant-based products will continue to grow in 2025, not just for personal health benefits but also for environmental sustainability. (Over half of Canadians now shop for products that support the environment.)
Canada’s non-alcoholic beverage sector is growing (as per Nielsen IQ), driven by changing consumer preferences and numerous new brands entering the market. “For brands, there lies good opportunity within this emerging category.”
Also, in the beverage category, value-added and hydrating beverages that deliver functional benefits are increasing in volume on store shelves and in cooler spaces, as per Economic Development Canada (EDC). Examples include collagen-infused protein drinks, plant-based beverages, hydrating water enhanced with vitamins, and prebiotic, no-sugar-added sodas.
In 2022, Health Canada approved supplemented foods as a category that can legally be sold in Canada, albeit with specific regulations and requirements. Examples of supplemented foods include beverages with added vitamins and minerals (not naturally occurring), caffeinated energy drinks, and granola bars with added vitamins. (Before 2022, food products with added vitamins, minerals, amino acids, herbs, and other novel ingredients could only gain market access as natural health products (NHPs) and required an NHP licence to be sold in Canada.)
Companies with innovative products that tell a unique story, and have interesting flavours, strong branding, and competitive pricing, may find opportunities in the Canadian market.
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