Six Themes That Brand Leaders Should Be Watching

The energy at CHFA this year was electric. There is so much to explore and pack into a few days time. I walked the show a number of times, talked with many of the brand leads, CEO’s, entrepreneurs but also simply took it all in. 

What I loved to see is that brands aren’t following the usual category conventions. We’re thinking outside the box and pushing boundaries – and I’m here for it. Wellness is evolving, and brands are finding new ways to stand out in increasingly crowded categories. I just love a good challenger brand and was happy to see challengers doing just that, challenging their categories. 

Where I saw opportunity was in continuing to strengthen the product-market fit and making sure the essential messages are reaching the people brands want to talk to – taking the clues from the passion behind the brand or the innovation and turning them into a well-oiled engine, with a more streamlined focus on what matters to the market and the benefit to the consumer. 

There were absolutely brands doing this really well. But looking across the show, I came away feeling there is still an opportunity to make that connection even stronger, so that great innovation and great brands have the greatest potential to succeed. When the product-market fit and the value to the consumer are clear, it becomes that much easier for investors, consumers and retailers to see the potential too. I want to see us win! 

Here are five themes that stood out and what they might mean for the future of CPG innovation: 

At a Glance: The Five Big Themes 

• Categories without borders 

• Better-for-you, recalibrated 

• Show, don't tell 

• Expect the unexpected 

• The opportunity for brands to tell a stronger Canadian story 

1. Categories Without Borders 

Consumers don't organize their lives according to category definitions, and increasingly, brands aren't either. Category definitions are helpful to retailers for placement and for competitive understanding, however need-state and occasion set the tone.  

What we saw: 

• Functional beverages featuring mushrooms, adaptogens, low-sugar formulations, and simplified ingredient lists. People want more but they also want simple. Anything that is too complex is difficult to connect with. Stay focused and make sure that your ingredient list is clean. 

• Energy products expanding into gummies, honey gels, powders, and chocolate-based formats and supplements moving beyond pills into formats that fit naturally into daily routines. Ease of use is at the core. How can I get what I need and actually take it, vs having it sit in the vitamin graveyard. I know you have one – I do!  

• Continued innovation and momentum across the non-alcoholic beverage category. There is still room for alc but this is changing. Finding a way for both to live in tandem is what is happening now. 

The takeaway? Consumers are expecting more, are looking for products that fit their lives and that make it easy for them to get what they want. 

2. Better-For-You, Recalibrated 

The better-for-you movement isn't slowing down – it has actually become mainstream and it's evolving. 

Today's products are increasingly focused on helping consumers add something beneficial rather than simply taking something away. Consumers want more from their brands.  

What we saw: 

• Protein front and center across multiple categories. There is a rub here, however as protein doesn’t work in certain categories. Consumers want it. The wave is still happening, but it can’t be a force-fit.  

• Growing visibility for creatine beyond traditional sports nutrition. Education is needed for creatine – and it seems like all brands are playing a role in this.  

• Low sugar becoming just as prominent as no sugar. It may not be about all or nothing. 

• Lentils, beans, and alternative flours appearing in traditionally carb-heavy foods. We’re looking toward the lighter side of carbs but also enabling those not able to digest certain foods to partake in the moment.  

• Snacks and products that quietly incorporate vegetables and nutrients for kids. Kids are non-the-wiser and Moms are able to feel good about what they are eating.  

• Fibre claims are gaining traction, though perhaps not yet as prominently as expected. Consumers are looking for fiber. If you can say it you should.  

What's interesting is that wellness no longer looks the same everywhere. Brands are interpreting "better-for-you" in ways that make sense for their audience, occasion, and category. 

3. Show, Don't Tell 

Consumers are increasingly looking for proof, not just promises. Across categories, brands are finding ways to build trust by making products, ingredients, and sourcing more visible. 
 
What’s important is that you are clear on the benefits from the start. Focus on the top 3, anything else is noise. Don’t try to ‘pack it all in’ as consumers can only take so much. Keep it simple, know what resonates with who you are looking to sell to, and focus on streamlining to maximize engagement, momentum and profitable growth.  

What we saw: 

• Frozen foods featuring new flavours, cuisines, and snack formats. The frozen category is experiencing a shake up. It has a purpose, it just needs to evolve a consumers do. 

• More transparent packaging shows consumers exactly what they're getting. With fresh playing a big role in consumers lives, having the ability to see what they are getting makes it feel more “real” and better for you than if in a closed box – unless the photography plays a substantial role here to drive appetite appeal. With Taste being a core message across any food and beverage product ensuring that this sings in anyway that works best is critical. 

• Clearer communication around ingredient sourcing and product origins. Consumers want to know what is in their food…and it’s tough to hide behind anything these days.  

Rather than relying on polished imagery and broad statements, many brands are letting the product speak for itself. 

4. Expect the Unexpected 

Some of the most memorable innovations came from places we weren't expecting. The lines between categories continue to blur, and inspiration is coming from everywhere. 

What we saw: 

• Skincare products incorporating ingredients more commonly associated with food, including beef tallow. Beef tallow isn’t necessarily new but it is evolving. 

• Natural alternatives positioned alongside or against popular beauty actives. I am all for the prevalence of all natural, however they need to ensure that they deliver.  

• Brands using humour, personality, and bold creativity to stand out.  

One thing was especially clear: personality is becoming a strategy. 

Whether it's a memorable booth activation, a clever package design, or branding that makes people smile, consumers are increasingly rewarding brands that aren't afraid to have a point of view. 

A Story Worth Telling 

For all the innovations on display, one observation stayed with us well after the show. 

In a room filled with Canadian products and Canadian founders, relatively few brands were clearly communicating their Canadian identity on pack. 

That's noteworthy because consumers are paying attention to where products come from and are increasingly interested in supporting local businesses and brands. As the latest Consumer Sentiment insight from IMI International clearly showed, 79% percent of Canadians are taking extra time to look for Canadian products. Ensuring it is evident could be your tie breaker for a sale right now.  

At a time when consumers are looking for reasons to choose one product over another, being proudly Canadian may be one of the most ownable advantages a brand can have. 

Final Thought 

CHFA offered a glimpse into how brands are responding to changing consumer expectations around wellness, transparency, convenience, and identity. 

The common thread across the most compelling innovations wasn't a specific ingredient or trend. It was a willingness to rethink familiar categories, challenge assumptions, and create something consumers didn't know they were looking for. 

And increasingly, those are the brands getting noticed. I am here for it all. Marry this passion, challenger and consumer-led mindset with a strong product-market fit and position in the market and the right messages and we will sing success but also will ensure that our money and time as brand owners is well spent – with nothing wasted to maximize success.