IFF introduces new wellness products for menopausal women and individuals focused on healthy aging.

The supplier of global health ingredients has introduced six new concepts featuring a variety of Howaru probiotics, botanicals, vitamins, and minerals, designed to address the main symptoms of menopause. These concepts are all supported by GenM’s ‘M-Tick’ menopause-friendly symbol.

According to Vanessa Azevedo, IFF’s global product innovation marketing manager, the partnership with GenM started at last year’s Vitafoods and has seen increased interest from customers this year. GenM’s research indicates that while awareness of menopausal symptoms is growing, it has not yet translated into an improved consumer experience.

The new concept line-up showcased in Geneva includes products like The Wise for mood swings, The Mystric for hot flashes, The Queen for brain fog, The Warrior for weight management, The Healer for skin, hair, and nails, and The Guardian for vaginal and bladder health.

Azevedo mentioned that these turnkey solutions enable customers to quickly launch products for this market with the support of the M-Tick symbol.

Free to Age Your Way

In response to the lack of consumer interest in age-focused health solutions, IFF has also launched its Free to Age Your Way campaign, offering concepts to address common age-related health issues without using traditional ‘anti-aging’ messaging.

Azevedo advised brands to focus on addressing the signs of aging rather than using age-focused messaging. This aligns with recent market insights indicating a shift in societal attitudes towards age.

Additionally, IFF’s probiotic and botanical concepts at Vitafoods cater to consumers of all ages, with product concepts addressing common health concerns across different life stages under the pillars of build, maintain, and enjoy.