Market Trends in Women’s Health

Challenges in maintaining health and well-being 

Women’s health is essential to the well-being of families, communities, and societies. Unfortunately, a decline in satisfaction with health status among women is evident, dropping from 64% in 2021 to 61% in 2023. Stress-related factors such as economic uncertainties and the demands of balancing multiple roles (e.g., careers and motherhood) are taking a toll on women’s well-being. Moreover, women face unique health challenges, ranging from menopausal symptoms, urinary tract issues, and fertility concerns. Women are becoming increasingly proactive about managing their health, showing a strong interest in optimising both physical and mental well-being. 

Growth drivers in the women’s health supplement market 

Key growth drivers in the women’s health supplement market include the rising popularity of the “beauty-from-within” concept, where supplements are used to improve skin health, hair, and nails from the inside out. Additionally, there is increasing awareness of the connection between gut health and overall well-being, particularly its influence on immunity, mental health, and skin conditions. These trends align with consumer demands for solutions that support general female health, deliver specific claims, and offer proven effects. This fuels the increasing demand for high-quality, science-backed supplements.  

Mental and emotional well-being as priority areas  

Emotional well-being has emerged as a core focus within women’s health, with a notable rise in products targeting mental health benefits. Close to half of all menopause-related supplements introduced in recent years include brain and mood health claims. This reflects a growing demand among women for supplements that can help manage the psychological impacts of life stages. Recent data show that 63% of women plan to focus on improving their stress levels and mental health in the coming year.  

Menopause & Hormonal Health present an opportunity 

As the global population ages, there is a growing demand for supplements that support women through different life stages, particularly (peri-)menopause. These supplements aim to balance hormones, alleviate symptoms, and promote overall well-being. Menopause presents a significant opportunity, as only 15% of women are open to hormone replacement therapies. Nearly half of women experiencing menopausal symptoms express genuine interest in products to alleviate these issues, with an additional 21% open to exploring such options. During menopause, 47% of women report increasing their intake of vitamins and minerals, highlighting their willingness to use nutritional products.  

Digestive problems 

Digestive health is a significant concern among women, leading to a growing trend in the use of probiotics, prebiotics, and fiber supplements to improve gut health. This shift is driven by increasing awareness of the connection between gut health and overall well-being, including its impact on immunity, mental health, and skin conditions. Products targeting menopause increasingly incorporate digestive health claims as well, with digestive and liver health seeing 51% growth.  

Urinary tract infections and fertility concerns 

Persistent infections like urinary tract infections and bacterial vaginosis impact a significant number of women, often recurrently. While awareness around these conditions is low, there is a clear need for effective, long-term solutions. Moreover, women do not necessarily speak to healthcare professionals about such issues.
With the average age of women giving birth to their first child steadily increasing over the past decade, fertility concerns have become increasingly important. Currently, 16% of women trying to conceive, report facing health-related fertility challenges.  

Opportunity for Probiotics 

As research continues to highlight the role of microbiota in the reproductive and gastrointestinal tracts in various health conditions, such as urinary tract infections, bacterial vaginosis, menopause-related symptoms, and fertility challenges, probiotic supplements emerge as a promising intervention. At Winclove Probiotics, we collaborate closely with our partners, striving to address these health challenges and empower women to improve their health and quality of life.