August 2, 2024 – Innova Market Insights monitors consumer and product trends in the women’s health market, focusing on both supplements and food and beverage. Innova looks at product innovations, ingredients, technology, and business trends in order to summarize the market and make predictions for the future.
Women’s Health Includes Many Terms
In analyzing and predicting supplement trends and food and beverage trends in women’s health, Innova’s women’s health trends examine the use of many terms in a product name, description, and claims: puberty in women; breastfeed, breastfeeding, lactating, lactation; ovulation, pregnancy; postpartum; perimenopause, menopause, post menopause; and menstruation, menstrual, and PMS. In a recent consumer trends research, a small percentage of women reported being pregnant and approximately one-third described themselves as facing menopause.
Supplements are a Majority of Women’s Health Launches
Women’s health trends show that supplements make up a majority of the product launches positioned for women’s health. Even though foods and beverages for women’s health are a smaller market, they are growing at a similar rate to supplements. In women’s health supplement launches, nearly half are from Europe, with top countries being the United States, United Kingdom, and Germany. Growth leaders for women’s health supplement launches are the Middle East and Africa, followed by Latin America.
In the women’s health market, brain-mood health is the top supplement claim, followed by pregnancy and breastfeeding. Energy and stamina are the fastest-growing claims, along with blood pressure, diabetes, and weight management.
APAC Leads in Food and Beverage Launches for Women’s Health
APAC accounts for the highest percentage of food and beverage launches targeted for women’s health; Latin America and Europe show strong growth. The top countries with food and beverage launches for women’s health are India, the US, and Australia. Recent food and beverage product innovations include a powdered formula for pregnancy and lactation from Ecuador, a pre- and post-natal snack from France, and a menstruation support herbal tea from India.
The women’s health trends show pregnancy and breastfeeding as the top claims, while heart health, energy and alertness, and immune health are the fastest growing.
Menstruating Women Seek Relief from Discomfort
Supplements for menstruation support, positioned to relieve discomfort, pain, and PMS (premenstrual syndrome), are on the rise. In supplements for menstrual women, brain-mood health is the top claim and weight management is the fastest growing claim, followed by energy and stamina and then immune health. Among menstruating women who are trying to get pregnant, exercise is the top action for health, followed by healthy eating habits and taking vitamin and mineral supplements.
Women Watch Their Diet and Take Supplements During Pregnancy
According to a recent consumer trends research, diet is the top action among women who are trying to get pregnant. Supplements for pregnancy and food and beverage launches for pregnancy are growing modestly. In supplements, brain-mood health is the top claim, followed by immune health and energy and stamina. Women’s health trends show that food and beverage launches for pregnancy are led by claims involving immune health, digestive health, and brain health. Fastest growing claims differ between supplement and food and beverage launches. Blood pressure, diabetes, and skin health lead the growth in supplements for pregnancy. Energy and alertness, immune health, and vitamin- and mineral-fortified top the list for food and beverage launches.
Women Eat Healthily During Post-Partum and When Breastfeeding
A high percentage of women prefer healthier consumption habits after pregnancy. According to consumer trends research, they also exercise, take vitamin and mineral supplements, and eat more. Food and beverage launches for breastfeeding support are growing more rapidly than supplements. In supplements, brain-mood health is the top breastfeeding claim, followed by immune health, energy and stamina. Fastest growing claims pertain to skin health, mental acuity, and brain and mood. Brain health also is the top claim in pregnancy food and beverage launches, followed by digestive health and energy and alertness. Women’s health trends display a growth in food and beverage launches for pregnancy, led by energy and alertness, then vitamins and minerals, and probiotics.
Menopausal Women Eat Healthfully
Women’s health trends reveal that healthy eating, exercise, and taking vitamin and mineral supplements are the top actions taken in the perimenopause years, alongside pre-menopause, and during and after menopause. Menopause supplement launches show great potential, offering support for brain-mood health, bone health, and energy and stamina. The fastest growing claims are digestive health, immune health, and heart health.
What’s Next in the Women’s Health Market?
The women’s health market offers several opportunities to innovate. Supplements can be formulated for all life stages. The desire for healthy aging taps into a new era of holistic wellbeing for women. Sports nutrition for women also is a growing area to help women stay healthy, keep in shape, and relieve mental stress.
This article is based on our report, “Trending in Food, Beverage & Supplement for Women’s Health – Global.” If you are interested in reading this report, feel free to request a demo.
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