New research from CHFA: What Canadian women really need from wellness products
Brands looking to make a meaningful impact must prioritize the needs and wants of their target demographic. To help brands better understand what Canadian women truly need from wellness products, Canadian Health Food Association (CHFA) partnered with Leger to survey over 1,500 females aged 18 and over, including 418 Wellness Superconsumers—a consumer segment deeply engaged in health and natural products—about what it is that they want.
Many women navigating health challenges
While three-quarters of women indicated being in good to excellent health, many faced ongoing challenges. Survey respondents reported dealing with health issues ranging from menopause and mental health to anemia, skin conditions, and thyroid disorders. Women over 45 reported more menopause and thyroid issues, while younger women struggled more with mental health and anemia. The most common side effects included fatigue, anxiety, weight gain, and sleep problems, all of which significantly affect day-to-day life.
Most of these challenges come with symptoms that are interconnected, pointing to the need for holistic, comprehensive solutions. Natural health products (NHPs) are widely used among women, with two-thirds having tried them, and most taking vitamins while also incorporating superfoods, fish oils, and traditional remedies. Nonetheless, many women only “somewhat trust” NHPs to address their concerns.
Breaking through retail barriers
The biggest obstacles that women face today are cost, lack of insurance coverage, and limited product knowledge and support from healthcare professionals. While doctors and pharmacists are the most trusted sources of information, many women say they lack clear, accessible details about product benefits, safety, and what they should consider implementing.
Our findings highlight a clear opportunity for retailers: women are actively seeking wellness solutions that are simple, affordable, trustworthy, and easy to understand. But to meet this demand, retailers must drive impact by offering accessible price points, curating educational in-store and online experiences, stocking solutions for underserved needs like PMS and PCOS, and collaborating with credible health professionals to build trust and empower consumers.
To truly connect with today’s wellness consumer, the path forward lies in listening closely and offering solutions that reflect the ever-evolving needs of the consumer.
CHFA members can access the full report at chfa.ca. Not a member yet? Simply download a sample to explore the insights. For more in-depth findings about Canada’s natural, organic, and wellness industry, be sure to join the next tradeshow in February at CHFA NOW Vancouver 2026.