Forget the old debate of meat-eater versus vegetarian. A growing number of Canadians are embracing a more flexible approach to eating—and it’s changing the way we think about protein. New research from Dalhousie University reveals that the number of Canadians identifying as flexitarians has nearly doubled in just two years, signalling a shift toward moderation, variety and practicality at the grocery store. From functional, high-protein snacks to plant-forward meals that still leave room for meat and fish, today’s consumers are prioritizing both wellness and affordability over rigid food labels. We caught up with Lynsey Walker, Vice President of Marketing & Communications at the Canadian Health Food Association and a Registered Holistic Nutritionist, to unpack what’s driving Canada’s flexitarian boom and what it means for the future of how we eat. —Noa Nichol
Flexitarianism seems to be gaining momentum across Canada. What do you think is driving consumers away from all-or-nothing labels and toward a more flexible approach to eating?
Part of what we’re seeing is a response to wellness fatigue. Consumers have spent years navigating conflicting nutrition advice and restrictive diet trends, and many are now looking for a more balanced and sustainable approach to eating. People want to return to simpler ways of supporting their health without feeling restricted or boxed into a particular way of eating.
The latest research shows the number of Canadians identifying as flexitarians has nearly doubled in just two years. What does this reveal about how our relationship with food is evolving?
The rise of flexitarianism tells us that Canadians are becoming more intentional about their food choices. Rather than following a one-size-fits-all approach, consumers are tailoring their eating habits to support their individual health goals, budgets, lifestyles, and values. It’s a meaningful shift because it reflects a growing desire for personalization and balance, with Canadians seeking solutions that fit their lives rather than adapting their lives to a particular diet.
For years, protein conversations were often framed as plant-based versus animal-based. Are Canadians becoming less interested in choosing sides and more interested in simply meeting their nutritional goals?
Absolutely. Consumers are becoming more focused on meeting their nutritional goals than identifying with a particular dietary label. They’re looking for protein sources that fit their lifestyles, preferences, and budgets. That’s one reason foods like tofu continue to perform well—it’s affordable, versatile, familiar, and provides a convenient source of protein.
We’re seeing high-protein products everywhere—from snack bars and yogurt to beverages and plant-based foods. Why has protein become such a dominant focus in wellness culture?
Protein has become much more than a nutrition trend – it’s now a central part of how Canadians think about health and wellness. As consumers focus on healthy aging, energy, satiety, and overall well-being, they’re paying closer attention to the role protein plays in supporting those goals.
At the same time, greater access to health information through social media, digital platforms, and AI has made nutrition knowledge more accessible than ever, helping drive awareness and interest. We’re also seeing the impact of GLP-1 medications, prompting many consumers to be more intentional about protein intake as they work to maintain muscle mass and meet their nutritional needs.
With grocery prices remaining top of mind, how are economic pressures influencing the types of protein Canadians are choosing and how they’re shopping?
Affordability remains a major factor in purchase decisions, and consumers are carefully evaluating value across protein options. Categories where the price difference between plant-based and conventional products feels manageable tend to see stronger adoption. In today’s environment, products need to deliver on both nutrition and value to earn a place in the basket.
What are some of the biggest misconceptions people still have about plant-based proteins and their role in a balanced diet?
One of the biggest misconceptions is that it’s difficult to meet protein needs through plant-based foods. In reality, there are many nutritious plant-based protein sources that can contribute to a healthy, balanced diet. Ultimately, consumers should focus on overall dietary balance, including protein, fibre, vitamins, minerals, and a variety of foods.
For someone curious about flexitarianism but unsure where to start, what are a few simple and realistic ways to incorporate more plant-forward meals without giving up the foods they love?
Start small and focus on changes that feel easy and sustainable. That could mean choosing a plant-based creamer for your morning coffee, trying a dairy-free cream cheese alternative, or incorporating more beans, lentils, or tofu into familiar meals.
Beyond nutrition, many consumers are considering factors like sustainability, convenience, and affordability when making food choices. How are these priorities shaping the future of protein consumption?
Our latest consumer research consistently shows that value remains the top purchase driver. Sustainability and convenience matter, but products also need to deliver on taste, quality, and performance. Going forward, the biggest opportunities will be in protein solutions that successfully balance all those priorities.
Are there any emerging protein trends or innovative products you’re particularly excited about that Canadians should have on their radar?
I was excited to see innovation in the protein category at CHFA NOW Vancouver this year. Two stood out: BC-based company Crumblz is using pulses to create convenient, plant-based meal-ready options, and Suna developed a protein tea latte with 20 grams of protein per serving. Together, these products reflect how brands are making it easier for consumers to incorporate protein into their everyday routines.
Looking ahead, do you think flexitarianism is a passing trend, or does it represent a long-term shift in how Canadians will think about food, health, and wellness?
Everything we’re seeing suggests that flexitarianism represents a long-term shift rather than a passing trend. Consumers want flexibility, personalization, and balance in how they approach food and wellness. We expect demand to continue growing for products and solutions that help consumers meet their health and lifestyle goals without requiring an all-or-nothing approach.
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