The Muscle Mag
The gender science gap persists in medical literature, as evidenced by a study highlighted by Tastewise’s 2024 trends report. This report shows that women’s health concerns are dominating online conversations, indicating a positive shift towards prioritizing women’s health.
“Women’s health is no longer a taboo subject,” said Marit Veenstra, brand and marketing manager at The Healthy Marketing Team (HMT). “Women are realizing that they don’t have to accept health issues as a normal part of being a woman. There are solutions available to help us feel better.”
In honor of International Women’s Day, this article provides insights into the latest developments in the women’s health market.
PMS and period support
There is a growing focus on menstrual cycle support, moving away from hormone replacement therapy towards natural solutions with fewer side effects, according to Veenstra. Jan Deruyck, co-founder of Guud, a menstrual cycle support start-up, agreed that women are becoming more conscious of what they consume and are steering clear of artificial hormones. Issues like PCOS and endometriosis are gaining attention, with better diagnostic tools available to address these conditions.
Research suggests that substances like curcumin, vitamin D, inositol, and CoQ10 can help regulate insulin sensitivity, reduce inflammation, restore hormonal balance, and improve the menstrual cycle, addressing key concerns for women with PCOS.
“Companies offering dedicated support can complement traditional healthcare systems by providing aftercare or preventing symptoms,” added Deruyck.
Menopause support
Post-menopausal women consume less protein and have poorer muscle quality compared to pre-menopausal women. Menopausal women face a higher risk of micronutrient deficiency and exhibit 48 signs and symptoms associated with menopause. Brands are addressing various symptoms such as anxiety, bloating, hormonal balance, skin elasticity, and fatigue with products like Peri-Boost from start-up MPowder.
Holland & Barrett (H&B) has expanded its range to raise awareness and educate consumers on menopause-related issues and solutions. Building trust is crucial for this demographic, as evidenced by H&B’s ‘Me.No.Pause.’ campaign.
Mental and emotional well-being
Women experience poorer sleep quality and a higher risk of insomnia compared to men. Stress, hormonal variations, aging, and life transitions can all impact sleep quality. Brands are offering products to address stress, energy, sleep, mood, and overall mental and emotional well-being, catering to the needs of women across different age groups.
For example, Health & Her offers a Sleep+multi-nutrient supplement formulated with lavender, chamomile, sage, and sour cherries to support hormone regulation, nervous system function, blood sugar levels, and relaxation.
Active lifestyles
My Protein is working to challenge gender stereotypes in sports nutrition by collaborating with prominent female fitness influencers and using gender-neutral branding. Iron absorption is a significant challenge for female health, especially among female athletes who may experience iron loss due to menstruation and endurance activities.
Gencor’s curcuminoid extract Hydrocurc has been shown to provide functional benefits for female athletes, improving iron absorption. Supporting joint health is crucial for active EU females between 35 and 54 years old.
Tailored solutions
The future of women’s health lies in personalized solutions grounded in relevant research and evidence, according to Nick Morgan, founder of Nutrition Integrated. Brands like Wild.AI are utilizing AI to personalize health and nutrition for women at different stages of the menstrual cycle, offering tailored approaches instead of generic one-size-fits-all products.
