Emerging Opportunities in Women’s Health Products
The market for products catering to women’s health is expanding rapidly.
According to Euromonitor International, innovation in women’s health is on the rise, propelled by startups and a surge in investments in femtech.
The report indicates that while larger corporations are taking a cautious approach, sectors including consumer health, pharmaceuticals, beauty, and nutrition are intensifying their focus on research and innovative market strategies.
There’s a significant opportunity for consumer brands to develop offerings designed with women in mind, addressing unmet needs and complementing health-oriented lifestyles. This includes venturing into adjacent markets, reformulating existing products, and harnessing femtech through partnerships, investments, or acquisitions.
Fulfilling Consumer Needs for Innovation
Industry experts have identified addressing consumer needs as the cornerstone of successful innovation, with over 50% emphasizing the importance of targeting underserved markets or creating value for emerging health scenarios to stimulate category growth.
Monitoring consumer concerns and interests is essential for pinpointing new opportunities. For example, menopausal care has become a focal point, characterized by rising demand for non-hormonal solutions that alleviate symptoms and enhance access to support services.
Beauty Insights: Hormonal Health Impact
In the beauty sector, there is a noticeable increase in demand for ingredient-driven products that reflect the effects of hormonal health on skin and hair. “Scalp health” and “hair loss prevention” are at the forefront of consumer concerns, offering avenues for brands to create specialized solutions.
Growth in Women’s Health Supplements
The women’s health supplement market is also on an upward trajectory, enjoying double-digit growth in the past couple of years. A comprehensive approach to formulations that tackle stress, anxiety, and menopause is likely to enhance consumer interest.
The Rise of Functional Foods
Functional foods are becoming increasingly prominent, particularly those targeting health issues prevalent among women, such as osteoporosis, thyroid disorders, and mental health challenges. Women aged 45-59 are notably interested in ingredients that meet their health needs, with transparent communication about benefits being crucial.
Market Trends in Fortified and Functional Foods
The fortified and functional food market exceeded $100 billion in 2023, with dairy products taking the lead. Euromonitor highlights that offerings in this realm can align with the personalized nutrition trend by utilizing technology or tailored nutritional advice.
