Get real: Women’s health supplements target formerly taboo issues – Nutritional Outlook

Though knowing the size of the women’s health supplement market is helpful ($55. 4 billion globally in 2021, according to Grand View Research 1 ), perhaps what matters more is that interest will be through the particular roof—as is usually the opportunity for supplement brands and formulators. According to data from Spoonshot, which tracks trends in terms of media references by both businesses and individuals, there is significant opportunity inside the market when it comes to addressing women’s health issues.

“Consumer interest has been consistently higher than business interest since 2016, ” says Suraksha Rajagopal, head associated with research and strategy at Spoonshot, which usually indicates considerable white space in the market. That said, the business community is definitely catching on: company interest in women’s health grew 50. 3% in the 12 months leading up to July 2022, and it’s projected to grow by a further 54% within the coming 12 months. “This is an indication that we can expect the market for women’s health products to see significant growth in the coming years, ” Rajagopal adds.

This growth is much needed, as Spoonshot finds that only 0. 1% of products across categories are tailored in order to women’s needs; the health supplements category can be slightly better than average, with 2 . 1% associated with launches calling out women’s health requirements.

Supplements for the particular Life Stages

“Women are now in the forefront of the wellness movement, and what we are demanding in 2022 is profoundly different through two years ago, ” states Angie Tebbe co-founder plus CEO of Rae Wellness (Minneapolis). “This is driven by several factors, including an increased focus on mental and emotional health, and a return to fundamentals like sleep, motion, stress management, and digestion. ” Getting back in order to basics means that demand is rising in a few different categories, especially as women understand that a holistic approach is certainly the best one for overall health. At Rae Wellbeing, such groups on the rise include digestion, stress, sex, hormones, skin, and supplements geared towards whole-body health. In contract research organization Vedic Lifesciences (Mumbai), categories in the spotlight include fatigue, weight administration, skincare, menstrual support, plus bone wellness (especially with regard to postmenopausal women).

One way brands are helping to bring focus to this broad range of demands is simply by tailoring supplements to the various phases associated with a woman’s life. Pharmavite is one example, offering the Nature Made brand (for women in their childbearing years, pregnancy, lactation, and over 50), Uqora (for a proactive approach to urinary tract health), plus Equelle (non-prescription, non-hormonal dietary supplements for menopausal symptoms want hot flashes, mood imbalances, and poor sleep).

“Each stage of a moms life—from the particular childbearing years to the menopause transition and beyond—is an important milestone filed with both exciting and challenging changes to her body and heath, ” says Pharmavite Vice President of Science and Technology Susan Mitmesser, PhD. “Each stage poses unique health concerns—from filling in any nutrient gaps during the childbearing many years to managing menopause symptoms later in life—and the right supplements can help support women’s health plus wellness through each stage. ”

Spoonshot analysis associated with women’s supplements confirms this preference regarding products designed with the phases of life in mind. Emerging ingredients include, first, black cohosh extract, known as the menopause-friendly product that can help along with hot flashes and night sweats. Spoonshot also identifies fenugreek seeds, which are promoted for digestive and colon health because well since lactation and postnatal support. Finally, wild yam root is also on the radar as another menopause-related health supplement ingredient that will can also be used intended for menstrual problems.

Speaking Up

It’s important for manufacturers to do their due diligence when developing plus presenting items for women during times of delicate life changes. “The packaging, labels, names, and formulations have to speak to the consumer, ” says Jessica Sepel, clinical nutritionist and founder of JSHealth Vitamins (Sydney, Australia). But it doesn’t end there. “These days, I believe the consumer is looking for more than a product, ” says Sepel. “They want to feel connected in order to a brand and also sense part of a community. ”

At GNC (Pittsburgh, PA), this means communication is key, especially when it comes to topics once under wraps. “Topics that were once considered taboo like periods, menopause, infertility, plus sexuality are usually discussed a lot more freely, ” says registered dietitian and Senior Director of Technical Product plus Content Design Rachel Kreider. “A strong communication mechanism is important to allow ladies to connect and understand the benefit of a brand or product. ”

Transitional times to get women—like being pregnant, breastfeeding, and menopause—are indeed prime opportunities for brand names to make an honest connection with consumers, states Mitmesser, as they search pertaining to assistance plus support. “Supplement companies may reach these unique audiences and attain loyal customers by providing additional education and a sense of community that empowers and supports them in order to achieve their health and wellness goals, ” she adds. One educational service offered at Pharmavite falls under its Equelle brand; it is a Menopause Symptom Tracker, which helps patients manage their signs and symptoms and provides a good avenue to openly discuss concerns with their healthcare provider. Additionally , Uqora subscribers receive newsletters plus access to resources that similarly provide a sense of local community to those searching for assistance and information.

The Future Is Female

According to Spoonshot research, the women’s heath dietary supplement space is currently dominated by products meant for gut and urinary wellness, and perimenopause support. “However, a look at the online conversations on women’s health indicates a much wider range of issues of concern for females, ” says Rajagopal, “ranging from general wellness plus mental wellness to beauty and skincare. ” As such, the future of women’s health could benefit from innovation in ingredients and condition-specific formulations.

Similarly, most products available are in the form of capsules, tablets, and gummies, says Spoonshot; here, too, there is room for innovation. At Famenity Co. (Uiwang, Gyeonggi-do, South Korea), softgels and coated tablets make more sense for women’s health supplements, since they can minimize the potential odor plus taste associated with medicinal plant extracts. “In addition, although the unit price is relatively expensive, it is appealing for portability and convenience” to offer pouches and stick packs instead of bulk packaging like a bottle, says pharmacist and CEO Jiwon Lee.

Most importantly, however , is that the women’s heath market going forward will benefit from increased communication plus less shame surrounding natural changes and experiences. “As women are redefining their personal definition of wellness, it is leading to a great ‘un-tabooing’ of many, varied aspects of their health, ” says Tebbe. “The wellness industry is getting real about sex, stress, hormones, and other previously stigmatized categories. New categories are being developed in ways that support both the bodies and minds of women, creating support for holistic day-to-day needs. This provides tremendous runway with regard to companies to address their needs through personalized solutions. ”


  1. Grand View Research report. “ Women’s Health and Beauty Supplements Market Size, Share & Trends Analysis Report By Product, Simply by Application, By simply Age Group, By Consumer Group, By means of Sales Channel, By Region, and Segment Forecasts, 2022-2030 . ”

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