January 20, 2025 – Women’s health is significant as consumers prioritize nutrition, hormonal balance, and overall well-being. This drives demand for functional foods, beverages, and supplements tailored to women’s specific health needs, from weight management to hormonal support. Innova’s 360 research into women’s health trends highlights latest launch trends, and innovations in the Asia Pacific market.
Women Health Market Trends
Asia Pacific is the leading region for women’s health targeted food and beverage launches in the past year. This is followed by Europe, North America, the Middle East and Africa, and LATAM. Over the past four years, Australia, India, Japan, Singapore, and China have driven innovation in this space.
In Asia Pacific, supplements lead in new women’s specialty launches at 81%, while food and beverages account for 19%. Reflecting shifting health trends, the new women’s specialty targeted food and beverage category continues to grow at an exponential rate. Weight management is the top and fastest growing claim in women’s health food and beverages. Meanwhile, energy and stamina lead in supplements launches. Insomnia is the fastest growing claim, highlighting evolving consumer priorities.
Menstruation Supplements Trends
Women experience multiple biological stages, including puberty, menstruation, pregnancy, postpartum, breastfeeding, and menopause, each bringing unique health needs. In the past year, 40% of women have described being in a natural hormonal cycle, highlighting a growing focus on hormonal well-being and aligning with evolving health trends. Reflecting these trends, menstruation-targeted supplements have experienced a CAGR of 2% over the past four years. Brain-mood health, energy/stamina, and skin health are the top three claims in this space.
Brands are actively addressing these needs with specialized formulations. For instance, Inuline Nutrition PMS Support Plus Dietary Supplement aids pre-menstrual hormone balance, promoting mood stability, bloating relief, and overall comfort. Similarly, Vitafit Formula X Female Dietary Supplement supports energy production, mental function, hormone regulation, reproductive health, and overall vitality.
Pregnancy Supplements Trends
Folic acid plays an important role in pregnancy, with 47% of consumers in Asia who are trying to conceive or were pregnant in the past year taking it as a supplement. While demand for general vitamin and mineral supplements slows, the importance of folic acid continues to rise. Pregnancy-focused supplements have fluctuated in launch trends but experienced significant growth in the past year compared to 2023.
Among pregnancy-targeted supplements, brain-mood health remains the top claim, followed by heart health and energy/stamina. Additionally, mental acuity is gaining consumer attention, reflecting broader health trends emphasizing cognitive well-being during pregnancy.
Post-pregnancy, 4 in 5 consumers in Asia prioritize eating heathy, followed by exercise and vitamin/mineral intake. Breastfeeding-targeted supplements display fluctuating launch trends over the past three years, with energy and stamina emerging as the top and fastest-growing claim. As awareness of maternal health expands, brands can develop more specialized formulations that cater to the evolving nutritional and wellness needs of women before, during, and after pregnancy.
Menopause Supplement Trends
In Asia, postmenopausal women prioritize vitamins and mineral supplements over sleep, recognizing their crucial role in maintaining overall health. Women in premenopause and menopause also take vitamins and minerals to support their well-being during hormonal transitions.
Menopause focused supplement launches have experienced a CAGR of 10% over the past four years, showing strong market potential. Reflecting on women’s health trends, the top claims for menopause-targeted supplements focus on brain and mood health, energy and stamina, and bone health. Additionally, heart health is emerging as one of the fastest growing claims, highlighting a growing awareness of cardiovascular well-being during and after menopause.
What’s Next in the Women’s Health Market Trends?
As demand for women’s health solutions rises, brands have an opportunity to develop targeted formulations that support aging, from cognitive function and vitality to bone density and heart health. Brands can introduce supplements for every life stage, addressing key needs such as gut health, sleep, urinary tract health, weight management, menstrual care, and fertility.
In Asia, 70% of female consumers prioritize healthy aging, focusing on better sleep, regular exercise, and balanced diets. This presents opportunities for brands to lead a new era of holistic well-being with supplements aimed at supporting longevity and vitality from within. Additionally, as more women engage in sports for fitness and overall health, there is growing potential for sports nutrition customized to their specific needs.
Personalized nutrition and science-backed formulations are likely to play a significant role in shaping the future of women’s health, offering solutions that evolve with their changing lifestyles and wellness goals.
This article is based on Innova’s Trending in Food, Beverage & Supplements for Women’s Health in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
