Insights / Perspectives

Women's Health

The growing focus on female empowerment and gender inclusivity has put a greater spotlight on women’s health and wellness issues. According to Euromonitor, almost half of global female consumers are looking for new solutions to prevent or treat women’s health issues. This trend is influencing the consumer health industry - including OTC drugs, vitamins and dietary supplements, sports nutrition, and weight management – as well as beauty care, personal care, and food and beverage categories.

Targeted Solutions

The trend toward personalization and customization is driving interest in health and wellness solutions that target various phases of a woman’s life, from puberty to pregnancy to perimenopause. There is a growing demand for products positioned around menstruation, reproductive health, sexual health, the various stages of menopause, and other women’s health concerns. A greater understanding of the connection between the body’s cycle or hormones and the impact on hair and skin (i.e., dryness, elasticity) is leading to targeted beauty and personal care products. There is also an opportunity for functional foods and beverages to target female-centric concerns. Euromonitor notes, “Women are more predisposed to various conditions like osteoporosis, thyroid disorders, mental health concerns, and digestive disorders due to both hormonal and biological factors. Functional foods targeting such concerns with physical, psychological, and cognitive benefits can resonate more effectively with women.”

URO Vaginal Probiotic

Age Positivity

Today, women are living longer, and attitudes toward aging are evolving. People don’t just want to live longer; they want to live healthier and feel better longer. Women are now focused on healthy aging instead of anti-aging. Mintel data shows an increase in North American product launches that promote “well-ageing,” reflecting this shift away from negative age messaging and mindsets. Women are changing their behaviors, focusing more on prevention vs. treatment, and embracing aging vs. fighting it. Packaging that uses age-positive language and imagery can appeal to female consumers who want to feel better represented and understood. Inclusive package design that is easier to read, open, close, and dispense also attracts aging female consumers.

Dove Age Embrace

Ingredient Focus

Today’s shoppers pay close attention to what goes into the products they buy. Consumers are increasingly well-educated on ingredient benefits, providing opportunities for women’s health products. Euromonitor recommends “Explicitly tying nutritional ingredients to women’s health benefits, such as probiotics for vaginal health, soy isoflavones for hormonal balance during menopause, or co-enzyme Q10 for fertility.” Brands should also consider orienting established health ingredients – like collagen and biotin - toward specific applications addressing female concerns like hair, nail, and skin health. Science-backed ingredients, claims, and certifications reinforce efficacy, add credibility, and build trust. Clear, concise, uncluttered pack design can ensure consumers understand a product’s ingredients and benefits.

BioSchwartz Collagen Complex

By: Moira Stein
Date: January 28, 2025