Women's health needs and lifestages are closely related. Different phases such as menopause and pregnancy affect women's bodies in varying ways, creating unique needs that benefit from different types of support.
Because of women's need for evolving information as their life progresses, education is a crucial element to help reduce shame and help empower women to seek relief instead of opting to deal with struggles on their own. This is especially true as most women do not feel prepared for menopause until it is already happening.
An aging population means that brands that cater to women can no longer ignore the needs of menopausal women and have to consider how their product offerings can extend throughout a woman's life, not just through menstruation.
Opportunities
Increased normalization of women's health topics
Consumers are interested in receiving more education about women's life changes. Brands need to make further efforts to destigmatize menstruation and menopause topics to help prepare and build comfort for women.
Finding opportunities to extend product use
With an aging population and Millennials on the brink of menopause, brands need to consider how their existing products or potential areas of new innovation could be beneficial.
Fast acting, symptom-oriented messaging
Menopausal women struggle with the rapid change of symptoms that they experience in a short amount of time. Brands can help cater to this group's needs by offering solutions that are fast-acting and symptom-based.
US Women Consumer fast facts
52% of women are not currently menstruating, and 45% are menopausal.
Nearly a third of younger women have a vitamin deficiency. Over 50% of menopausal women experience hot flashes.
57% of menstruating women haven't discussed their period with others while 61% of women haven't discussed menopause.
47% of women rate price and ability to handle heavy flow as one of their top factors when searching for period products.
48% of women believe that there is a need for better women's education.
Vitamin deficiency is the most commonly faced issue by women
67% of women experienced at least one of the health issues or side effects measured.
Growing Fitness Participation
From 2015 to 2023, participation in fitness activities among women has steadily increased, rising from 45% to 55%. This growth reflects the increasing accessibility of fitness programs, boutique studios, and virtual workout options tailored to women’s needs
Rising Awareness of Healthy Eating
Awareness about the importance of healthy eating has also surged, climbing from 65% in 2015 to 78% in 2023. Campaigns promoting balanced diets, plant-based lifestyles, and reducing processed food consumption have contributed to this upward trend.
Increased Utilization of Mental Health Services
One of the most promising developments is the growing use of mental health services by women, which rose from 10% in 2015 to 22% in 2023. This reflects destigmatization of mental health, improved access to therapy, and initiatives promoting mental well-being.