The Changing Landscape of Women’s Health Products

In November 2023, First Lady Jill Biden, PhD, announced that she will lead the White House’s inaugural initiative on Women’s Health Research. For many, this is a long time coming, and is the beginning of an exciting new era in research and product development to help women lead their best lives in all life stages.

Today, the landscape for women’s natural health products is like an English garden, festooned with myriad products; compared to the terrain of yesteryear (think Y2K era), a rather drab product-scape consistent primarily of soy isoflavones and the PMS-relief herbs black cohosh, chasteberry and evening primrose oil.

According to SPINS’ report, “The evolution of women’s health: trends, opportunities and the changing landscape,” as 2024 gets underway the women’s market is punctuated and driven by celebrity and social media influencer commentary and endorsements, as well as energetic, bold startups. The firm expects “dynamic growth” for the global natural women’s health products market, to potentially reach $60 billion by 2030. The top growth categories within this segment are digestive health (+27.2 percent), reproductive health, (4.5 percent), urinary tract health (3.8 percent), and bone health (3.2 percent).

Holistic Focus

Women as natural products consumers have changed, as they are driven by leading a fully holistic, natural lifestyle. “In 2024, women are looking at their health and wellness with a very holistic lens,” underscored Marilyn Austin, CEO and co-founder, Hempress Hygienics, Texas. Women no longer view health and wellness as just about dieting and working out. They now openly consider and address mental, emotional and spiritual aspects as well.

For example, she noted, the health-and-wellness-minded woman today is engaging in practices such as journaling, meditating, red light therapy, cold plunging, dry brushing, tongue scraping, among others, which are becoming part of women’s wellness routines. “Along these lines, major trends shaping the health and wellness space for women include cycle synching, low impact exercise and hormone balancing,” she added.

Women continue to shift into roles as primary breadwinners and they know that to manage and balance work and home/family life it is essential to engage in self-care, according to Stefania Sala, Quatrefolic product manager with Gnosis by Lesaffre, Lille, France. Data from a 2022 Nutrition Business Journal (NBJ) report shows that 75 percent of women are adopting a longterm approach to health maintenance.

Abdul Alkayali, vice president, sales and marketing, Longevity by Nature, California, agreed. He noted that as women increasingly prioritize preventive health measures and adopting a holistic lifestyle, this trend “is driving demand for natural products that support joint health, cognition, energy, cardiovascular health, and a robust immune system. Foundational health products, tailored to women across the age spectrum, will feature a blend of innovative and traditional ingredients marketed specifically for women.”

As a product developer and consumer, Airlie Wedemeyer, Founder and CEO, MyPeriodPal, North Carolina, asserted, “Health and wellness in 2024 is dominated by a strong female voice—and it’s screaming for more holistic innovation in femtech! We want solutions that actually work on our recurring period pain that don’t involve taking medicines or compromising our health. We want sustainable goods with proven efficacy that keep plastics out of landfills and reusable products that reduce waste.”

Jamie Cotter, education manager, Colorado-based WishGarden Herbs, related, “I want women to be able to walk into any store and see a prominent women’s health section, to have a comprehensive range of products that can support their needs, not just one or two dusty bottles like we’ve seen for decades.”

Leading the Women’s Movement

As retailers specializing in all-things holistic and natural health, you are the hub where women go to find quality products and service.

Retailer Ramona Billingslea, marketing manager at Betsy’s Health Foods in Spring, TX, said she has seen a sea change in viewpoint and habit among women customers during the past years. “Now, more than ever, women are aware of two key factors: that good health begins now, no matter one’s age, and that the use of supplements can make a real difference in longevity and wellness,” she observed.

Additionally, Billingslea described, “Women have also learned to pay closer attention to all the details surrounding the products they choose to invest their money in and trust with their health. They pay attention to the ‘Other Ingredients’ section of labels and also have concerns about the sustainability and ethical sourcing of products. They have more informed questions because of research they have done or videos they may have seen on social media.”

While generational differences in targeted health remain the same for women in specific age groups (e.g., fertility in young adulthood, bone health in post-menopausal women), there are differences in how the generations will respond to messaging, and purchase.

Retailers must balance each generation’s needs and expectations, Austin emphasized. For example, she offered, while younger generations may be all about greens, magnesium, and hair oiling, older women may be more likely to be seeking collagen, fish oils/omega-3 EFAs and multivitamins.

In any woman’s life, there are current needs and near-future needs that may overlap. For example, peri-menopause doesn’t happen suddenly; it starts slowly. For example, women in their early to mid-40s may be simultaneously experiencing annoying PMS symptoms and begin to feel the beginnings of peri-menopause (e.g., night sweats). Also, younger women who are focused on supporting healthy fertility will also be planning for pregnancy support.

Therefore, said Cotter, “retailers can make a conscious effort to bring in a balanced range of products that support all phases of women’s lives. For retailers that offer community education and events, those tailored to specific topics in women’s health can make different generations feel seen.”

Alkayali advised retailers to create and execute specific strategies that align with the distinctive characteristics and preferences of each generation to build your brand awareness among women. For example, he offered, Millennials may be drawn to authenticity, social responsibility, and transparency while Baby Boomers may resonate with messaging that highlights health benefits and reliability.

“Choosing the right marketing channels is also essential for success,” he commented. “Leveraging social media platforms may be the best way to connect with Millennials while mobile friendly websites and e-newsletters may offer better engagement with Baby Boomers.”

Illumina Intelligence market research illustrates that smart phones and tablets have become important commercial tools—more than 50 percent of younger buyers like Millennials use their phones to search for and buy products.

“Retailers can provide targeted email campaigns, social media ads, or age-specific in-store infographics; eye-catching and feminine colors and branding and specific product callouts for various age demographics,” suggested Belohlavek. For example, younger women are interested in prenatal and post-natal care, along with gut health solutions. Middle-aged and Generation X women are searching for skin health products as they age, along with hormone-balancing support in pre-menopause and vaginal health. Menopausal women may be seeking more natural hot flash remedies and vaginal support.

But one factor is important to all women shopping in your store. According to Alkayali, the one common shared interest across all generations is the science behind supplement label claims. Products supported by peer-review research will be better positioned to build trust and credibility.

Period!

Younger women are emboldened and unafraid to discuss their menstrual woes; this is a bonus for retailers who no longer have to whisper and soothe the nervous woman who was greatly discomfited by discussing her menses and PMS.

There are period-care products that can be merchandised in the women’s health section, next to cramp formulas and PMS support. For example, although menstrual cups have been in use since the 1930s, the category got a tremendous boost by the 2003 launch of the eco-friendly DIVA Cup. More recently, the company introduced the DIVA Disc, created for increased comfort and ease of use, and also provides up to 12 hours of continuous period protection (holds up to seven regular tampons of flow).

MyPeriodPal is a line of reflexology bands that naturally relieve period pain, according to Wedemeyer. “They fit comfortably around the ankles and apply gentle, targeted pressure to the uterus reflex on the inner ankle, providing relief from menstrual discomfort in as little as 30 seconds,” she described. “One pair will last the customer for years and they’re so effective they can completely replace your need for pain medicine. They work immediately, are drug-free, have no side effects, are safe for all ages, are portable, affordable and can be worn overnight.”

Hempress Hygienics is the first to create organic hemp-based period care and personal care products, Austin said. “Hemp is an incredibly sustainable material, using five-times less water and three-times less land than traditional cotton, and it is also carbon negative and fast biodegrading.”

The line includes Hemp Day Pads, Hemp Night Pads and Hemp Liners. Hempress Hygienics also offers its Charcoal Menstrual Cup, made of medical-grade silicon, provides all-day leak-free comfort; and is BPA- and latex-free. It is also recyclable and is packaged in a compostable box.

“We have comprehensive herbal tonics that nourish all the body systems that support hormone health, promoting fertility and healthy cycles for menstruating women,” said Cotter of Wishgarden. “Some of our most popular formulas are in-the-moment symptoms soothers for both PMS and period cramps. Since all our formulas are liquid herbal tinctures, they are easy to absorb and easy to customize use to individual needs.”

One of Wishgarden’s most popular herbal formulas for menstrual support is Cramp Release, according to Cotter. Cramp Release contains herbs that encourage uterine health and a healthy inflammatory response. And its Fertility Prep is designed to encourage healthy conception. The herbs in this formula support healthy progesterone levels and balanced hormones to encourage an optimal environment for conception.

Conceiving a Family

A common priority shared by women in their 20s and 30s (and increasingly, early 40s) is the ability to become pregnant and deliver a healthy baby. The conversation tends to immediately turn to folic acid supplementation. However, according to Sala, approximately 40 percent of the global population has a genetic anomaly that inhibits a necessary step of folic acid conversion to 5-MTHF (L-methylfolate), rendering it ineffective; for these individuals, 5-MTHF is the only solution to obtain the benefits of this nutrient.

Gnosis by Lesaffre’s Quatrefolic is a “finished” folate that is immediately available to the body without the need for the metabolization step. “This is important because while folic acid is the current standard recommendation for women seeking to conceive and pregnant women, folate is more effective for a broader population,” stated Sala.

A retrospective study investigated the role of supplementation with vitamin B complex (Quatrefolic plus vitamins B12 and B6) versus folic acid (FA) on pregnancy outcomes (clinical pregnancy, pregnancy loss and live birth) in infertile women undergoing Assisted Reproductive Technologies (ART). According to Sala, results showed that the Quatrefolic group had a higher chance of clinical pregnancy and live birth than those supplementing with FA alone. Further, she added, recent research shows ensuring adequate folate levels is especially important for pregnant women and lactating mothers to support the fetus and infant properly.

That’s Hot!

Menopause-support products alone were expected to ensnare $5.3 billion in 2023, according to the SPINS report. Kristi Belohlavek, RDN, product innovation manager, Designs for Health (Palm Coast, FL), likewise observed, “Emerging areas of women’s health are menopause hormonal balance, and hot flashes. There are very few retail companies offering dietary supplements for menopause and hot flashes.

But that is in the process of changing, it appears. NBJ data show menopause supplement sales growth (4.7 percent) outpacing total supplement sales growth (2.6 percent) in 2022, and this growth is projected to continue through 2025. In 2023, NBJ projects that menopause supplement sales will grow 4.7 percent (compared with 2.6 percent for the overall industry), climb 5.3 percent in 2024 (versus 3.9 percent for total supplement sales) and increase by 5.6 percent in 2025 (compared to 3.8 percent overall).

Belohlavek elaborated that products that specifically help reduce hot flashes is an area that has tremendous room for growth as hot flashes affect approximately 85 percent of menopausal women. Further, 65 percent of women experience uncomfortable hot flashes for more than two years, and 36 percent experience them for more than five years.

Menopause-support products alone were expected to ensnare $5.3 billion in 2023, according to the SPINS report.

“Hot flashes, known as vasomotor symptoms (VMS), can disrupt a woman’s quality of life, even if she is healthy and in great physical shape,” commented Annie Eng, CEO of HP Ingredients, Florida. “Indeed, products that are clinically shown to help reduce intensity and/or frequency of VMS will be highly welcomed and embraced by women shoppers in a natural products store.”

HP Ingredients’ NuFemme is an herbal blend of Labisia pumila and Eurycoma longifolia and has been shown in a human study of 119 women aged 41 to 55 to reduce hot flashes, as well as higher levels of estradiol.

Wishgarden’s Hot Flash Tamer is a nourishing tonic that supports the body systems that encourage healthy, balanced hormones. This formula supports a reduction in the frequency and intensity of hot flashes when used regularly.

Aging Concerns

Today’s mature women doesn’t have time or the desire to look or act like the grandma of old. Those customers who are already in their post-menopausal years and are fit and healthy are likely looking to supplement to support typical age-related health concerns, such as joint aches, and digestive insufficiency.

For example, TendoGuard from Longevity by Nature is a blend of avian sternum and eggshell membrane that provides collagen types I, II, V and X, which Alkayali stated is essential for maximizing bone, cartilage, and tissue repair. One clinical study found that 78 percent of participants experienced significant improvements in range of motion, general pain and muscle strength by taking 75 mg TendoGuard daily for 60 days. Longevity by Nature’s Persimonal persimmon leaf extract is said to be one of the highest sources of cardioprotective polyphenols. A placebo-controlled clinical study found that supplementing with Persimonal for six months helped support healthy cholesterol and blood pressure levels in participants.

For healthy overall aging, targeting telomeres is a rapidly growing area of research and development. And Longevity by Nature’s Telos95, a proprietary blend of polyphenols, has been shown to protect chromosomal telomeres, an action that slows the aging of healthy cells and the onset of cellular senescence. “In clinical research, Telos95 reduced TeloYears (a measure of cellular age) an average of 7.42 years in just six months. Study subjects had a significant increase in median telomere length,” said Alkayali.

Designs for Health’s ProbioMed Women is a once-daily probiotic formula that dually supports women’s vaginal and gastrointestinal (GI) health, according to Belohlavek. It provides 25 billion colony-forming units (CFUs) of strains shown through multiple clinical studies to support microbial balance in the vaginal and GI tracts. And, Belohlavek noted, “it also promotes a normal vaginal pH, a healthy immune response, and a healthy gut-brain axis. It features 5 billion CFUs of ASTARTE, a proprietary blend of four unique Lactobacillus strains specifically shown to support vaginal comfort and health. It also contains 10 billion CFUs of L. acidophilus DDS 1, a patented probiotic strain to help support digestive health as well as a healthy immune response.”

Although folate is best known for being vital for women during pregnancy, it is also necessary for older women. Hot flashes are a problematic symptom of perimenopause and menopause. While hormone replacement therapy (HRT) is an effective treatment for hot flashes, its rate of use has decreased in recent decades, and folate presents a viable and effective alternative. A clinical study of folic acid therapy on menopausal hot flashes found a 65 percent improvement in hot flashes in otherwise healthy menopausal women taking folic acid, compared to a 16 percent improvement in symptoms in women given a placebo. The research recommended folate as an affordable, safe, and acceptable method to help lower hot flashes in women.

Quatrefolic is available in Nordic Naturals Prenatal Multivitamin, Pure Essence Labs’ LifeEssence Women, Ritual Essential Prenatal, Xymogen Prenatal Essential and Coast Science Fertile One.

Overall, it’s a great time to be a woman, no matter the life stage. Women are forming new friendships, starting new hobbies, blogs and businesses, enjoying their families and also creating self-care protocols. This month, National Women’s History Month, also features International Women’s Day on March 8. Stock your shelves and promote it all month long—you’ll be pleasantly surprised by the camaraderie and the newfound loyalty when you embrace your women customers!VR