Global Women’s Health: Insights for 2024 and Beyond
Recent consumer research reveals that approximately two-thirds of women around the world perceive themselves as being in good health—a statistic that has remained stable compared to two years ago.
While women are increasingly dedicated to maintaining fitness and an active lifestyle as they age, they encounter significant challenges, such as the high costs of health products and the demands of their hectic schedules that can negatively impact their eating and drinking habits.
A Shift Towards Simplicity in Health
There is a noticeable shift among women towards a “back to basics” philosophy regarding health, with growing interest in products that support health during the perimenopausal, menopausal, and postmenopausal phases. This simpler approach suggests that women believe many health issues can be self-managed without requiring specialized medical advice.
Key Health Priorities
Women online are prioritizing three major areas for improvement: mood, immune health, and digestive wellness. To address these priority areas, women are making dietary adjustments, enhancing their sleep quality, and ramping up their exercise routines.
Emotional wellness is gaining recognition as equally important as physical health, playing a crucial role in long-term well-being. Factors such as global instability, financial pressures, and personal challenges are impacting women’s stress levels, leading to heightened anxiety and discontent.
Stress is also affecting vital aspects of health, including sleep patterns, energy levels, fertility, and libido. With about 60% of women looking to better their stress management, enhancing mood is expected to drive consumption patterns in the coming year, boosting the demand for products that provide clean energy, improve sleep hygiene, and encourage relaxation.
Understanding Menopause
As society ages, more women are approaching or experiencing menopause, creating an important segment within the health and wellness market. Symptoms like mood swings and related mental health issues directly impact quality of life, prompting women to seek out food, beverages, and supplements that help alleviate these concerns.
When asked how they are managing these symptoms, a significant 75% of women reported increasing their vitamin intake, while many are also adopting healthier diets rich in fresh fruits and vegetables and reducing their sugar consumption.
The Role of Functional Products
Currently, only 20% of menopausal women are aware that probiotics can help alleviate their symptoms, despite general awareness of probiotics. Conversely, 50% of women find the idea of supplements aimed at addressing these challenges appealing. This gap indicates an opportunity for innovation in the functional product market, emphasizing the need to develop new offerings and educate women who are in different stages of menopause.
Value and Effectiveness in a Changing Market
Amid rising costs, women are more intentional about their purchasing decisions, evaluating whether products provide true value, effectiveness, and essential benefits.
Consequently, women are gravitating towards functional products that offer multiple health benefits, valuing maximum efficacy. Additionally, they seek reassurance about health claims; brands will need to provide scientific evidence to bolster any benefits presented.
Challenging Age-Related Stereotypes
Older women are defying age-related stereotypes by embracing a “forever young” mindset. With a proactive approach to health, many are equipped with the financial means to invest in products that help them remain fit and active well into their later years.
It is crucial for products aimed at older women to employ positive marketing strategies. By avoiding negative connotations and outdated stereotypes, brands can better connect with this demographic and encourage purchasing decisions.
