Market trends in women’s health

For years, women’s health was often reduced to reproductive concerns or treated as a niche within the broader health market. Today, this picture is changing quickly; women across generations are more proactive, better informed, and demanding the need to feel well. The numbers show a rising demand for targeted solutions that reflect the needs of women.  

In this article, our market analyst Marc van der Elst shares insights from FMCG Gurus consumer surveys across up to 30 countries, with a special focus on women’s health and the opportunities for innovation and solutions that lie in the supplement category. The findings highlight both the universal needs women share and the specific challenges they face at different life stages.    

Women’s health priorities today

When asked what areas of health they most want to improve, women’s top answers are: overall health and wellness, stress management, and mental health. For Baby Boomers, mental health takes a backseat while immunity becomes a stronger priority. These are not uniquely female concerns, but the way women seek to address them is shifting. More than one in five women now say they prefer gender-specific nutrition products. The interest is fuelled by growing awareness of biological differences and life-stage needs, but also by cultural change: online communities and social networks have normalized the idea that women’s health deserves tailored approaches. 

As women increasingly seek to take control of their health at every stage of life, their expectations of products evolve, moving away from generic wellness toward targeted, meaningful support.   

Life stage–specific needs 

Women’s health cannot be addressed with a one-size-fits-all model. Different phases of life bring unique challenges, and women are looking for solutions that recognize these differences. 

A) Menopause 

Menopause stands out as one of the most disruptive transitions. Women report wide-ranging impacts on their health and quality of life: 

• 65% say their emotional health is affected. 
• 70% report strain on relationships with loved ones.
• Nearly half say their physical health (48%) and social life (49%) are impacted.

The most common symptoms include mood swings (71%), hot flushes (63%), and difficulty sleeping (58%). Strikingly, many symptoms, particularly fatigue and sleep issues, continue even after menopause.  

This shows how big is the scale and duration of the need. Women are looking for everyday products that can help manage symptoms and improve quality of life over many years. Importantly, older women are also proactive: they want to stay active and engaged for as long as possible. 

Despite the scale of need, awareness of supportive options remains low. Only 16% of menopausal women are aware that probiotics could play a role in managing symptoms. Yet nearly half of peri-menopausal women say they would be interested in probiotic products designed for this stage of life, provided there is robust scientific evidence. This highlights a clear opportunity; with education and credibility, companies can help women manage one of the longest phases of their health journey and life.   

B) Fertility and preconception 

Women trying to conceive face their own challenges. Stress is the most common concern, reported by 37% of women. Other concerns include weight management, irregular cycles, and fertility-related health problems. Despite many only having tried for a short time, the uncertainty affects both their mental wellbeing and their relationships. 

To address this, women are actively making changes: 

• 54% are working on improving mental wellbeing. 
• 47% are adjusting diet and increasing vitamin/mineral intake.
• 1 in 6 are using additional supplements.

The link between emotional health and fertility is clear in women’s own perceptions. Products that combine nutritional support with stress and mood benefits may resonate strongly with this group. 

Vaginal health: from taboo to trend 

Around one-third of women report experiencing vaginal issues such as yeast infections, bacterial vaginosis (BV), or urinary tract infections. For some, these problems have persisted for years, with 1 in 4 BV sufferers saying it regularly impacts their quality of life. 

Yet, more than 60% of women experiencing these issues do not know the cause. This knowledge gap reflects the stigma and embarrassment that has long surrounded intimate health which prevents open conversation. The good news is that change is underway. Discussions around vaginal health are becoming more open, particularly among younger women. They are increasingly viewing their bodies as interconnected ecosystems, and vaginal health is beginning to take its place alongside gut, skin and mental health, gradually shedding the stigma that has long surrounded it. This creates space for products that support intimate health alongside overall wellbeing. 

This shift aligns with broader trends: rising comfort with discussing taboo topics, growing interest in microbiome science, and a willingness to invest in products that offer holistic care.  

Implications for the industry

What do these insights mean for companies in nutrition, supplements, and probiotics? 

• Targeted solutions win trust. Women want products that speak directly to their needs, whether that is stress resilience, symptom relief during menopause, or fertility support. Generic “one-for-all” wellness products no longer satisfy. 

• Condition-specific positioning is powerful. Solutions for menopause, preconception, fertility and vaginal health are particularly relevant, offering opportunities for new formulations and messaging. 

• Education builds credibility. Awareness of the role of the microbiota and the possibilities for probiotics in areas like menopause and vaginal health is still limited. Clear, science-backed education can drive both interest and trust. 

Looking ahead

Women’s health, once seen as a niche, is now a driver of growth across categories. Consumers are calling for products that recognize the complexity of their lives: from challenges of menopause to the stress of trying to conceive, from everyday wellness to intimate health.  

We see this as a growing opportunity and a responsibility to contribute to fill in the gaps with targeted, evidenced-based solutions. It is a chance to contribute meaningfully to areas of health that have long been underserved, by offering probiotics that can improve quality of life. If you are interested in discussing women’s health with us, do not hesitate to reach out.