Women’s health is taking center stage. After decades of being under-researched and under-funded, the tide has shifted, and the medical and nutraceutical industries are investing in female-specific R&D—and consumers are taking notice.
“The female body works differently to men, from our hormonal system, to our hearts, brains and beyond. As women, we face different risk factors and yet up until recently, the research has not recognized these sex-specific risks, leaving women vulnerable to health inequalities,” says nutritionist Pauline Cox, co-owner of Sow & Arrow. “Investment in female-specific research acknowledges that the ‘male default model’ cannot be accurately used for both genders, that women have the right to research conducted that reflects the complexities and differences that exist between male biology and female biology. It is through better female-specific research that the millions of women whose health concerns have been misdiagnosed or ignored, can have their needs understood and met. There is a whole army of female scientists, nutritionists, and women’s wellness experts supporting and educating women to make informed decisions about health.”
As the taboo lifts around issues like periods and menopause, more women are speaking about their health journeys, says Komal Baldwa, CEO, aspurus (Waleria). “This shift is driving innovation in dietary supplements, encouraging research that focuses on women’s unique physiology and leading to evidence-based, life-stage-specific solutions.”
Research also is paving the way for innovative science solutions like chronobiological supplements and timing intake in concert with natural biological rhythms and hormonal cycles, adds Anand Swaroop, Ph.D., Founder & President of Cepham. “Retailers should be poised for a growing demand for supplement systems that can be changed throughout the month rather than a static dose per day. Researchers have also pointed out that women’s health is best served when there is personalization. The response of women to various compounds will depend on genetics, hormonal status, and stages of life, hence the rising demand for diagnostic testing services that allow supplement protocols to be customized.”
There are many reasons the women’s health market is booming, adds Neil Edward Levin, CCN, DANLA, Senior Nutrition Education Manager, NOW Health Group. “There’s a growing focus on natural and holistic health, along with preventive care and being more proactive in trying to prevent illness or future health issue. Research shows that ‘generic’ women’s supplements are on the decline and ‘case-specific’ supplements are on rise. Women are looking for products that range from everyday needs to more targeted life stages like pregnancy, menopause, and healthy aging. Healthy aging and longevity continue to be top wellness priorities. We are seeing interest in collagen, bone density support supplements, and beauty-from-within products as well.”
No matter what benefits women are after, they are seeking clinically backed ingredients, say Maider Gutierrez, BD Lead Women’s Health & Healthy Aging, IFF Health Sciences. “Trust and credibility remain top priorities, as 96% of women say they prefer scientifically proven products. In this competitive space, robust scientific validation is a key differentiator, fostering brand trust that plays a pivotal role in consumer purchasing decisions.”
Multi-taskers hold big appeal, notes Paola Delgado, COO, Helaina. “Hybrid supplements are gaining traction, blending beauty and wellness benefits with ingredients that promote glowing skin, strong hair, and stress reduction. Additionally, demand is growing for performance-focused solutions targeting energy, recovery, and endurance.”
On-the-go women want supplements in convenient delivery formats, adds Maggie McNamara, VP of Global Marketing, Gencor. “Retailers can expect to see more women seeking supplements for specific health concerns and increasing demand for diverse delivery formats such as beverages, ready-to-drink stick packs, and functional foods.”
Top Women's Health Issues
Iron deficiency and anemia can also be a concern for women with heavy periods. “Hormonal fluctuations and iron levels throughout the menstrual cycle can significantly impact energy levels, recovery, and athletic performance,” notes Delgado. “Effera is the first clinically studied human lactoferrin ingredient for adult supplementation brands that sequesters and delivers iron to women when, and where, they need it most. In addition to iron optimization, effera provides prebiotic benefits, and supports innate and adaptive immune responses, ensuring resilience during physically demanding phases.”
"Shockingly, 84% of pregnant women in the U.S. do not get enough iron from their diets alone, and new research reveals that anemia affects more than one-quarter of pregnant women in the U.S., much higher than previously thought," reports Lauren Eisen, Sr. Marketing & Business Development Manager, Minerals and Nutrients at Balchem Human Nutrition & Health. "Even when pregnant women supplement with common forms of iron such as ferrous fumarate, the prevalence of iron deficiency can still be alarmingly high. Furthermore, the risk of GI side effects – e.g., nausea, vomiting, upset stomach, etc – is more than 3x higher in pregnant women supplementing with ferrous sulfate. Ferrous bisglycinate is a chelated form of iron that offers multiple benefits in pregnant women. In a recent meta-analysis, ferrous bisglycinate was shown to provide significantly greater improvements in hemoglobin status among pregnant women and reduce GI events by 64% compared to other iron salts. Ferrochel is part of Balchem’s Albion Minerals portfolio, and is most clinically studied brand of chelated iron on the market today."
Certain probiotics can support optimal iron levels, adds Gutierrez. “For instance, our AB-Fortis offers a highly bioavailable supplemental form of iron with reduced gastrointestinal side effects to tackle iron deficiency, an issue that is commonly linked to menstruation.”
Fertility/Prenatal Care: Women in their child-bearing years are encouraged to seek out a quality prenatal with a few key nutrients, such as choline and folate, as a baseline. “Choline has come to be the focal point of prenatal wellness. While not a new discovery, recent studies have placed its significant role in pregnancy for fetal brain growth into distinct relief,” says Swaroop. “The latest prenatal supplements now include enhanced levels of choline, most commonly 550 mg or more, in combination with methylated folate. This not only ensures healthy development of the neural tube, but also addresses genetic differences that affect folate metabolism.”
Folate has been shown to improve pregnancy outcomes and support fetal development. “Once a woman achieves pregnancy, folate plays an essential role in cell division and DNA synthesis and is involved in periods of rapid growth and development,” says Stefania Sala, Product Manager for the Women’s and Reproductive Health Market, Gnosis by Lesaffre. “Folate is necessary to help develop the baby’s skull and spinal cord.”
Not all forms of folate are effective though, cautions Sala. Folic acid, the most commonly used form, has to be converted to 5-MTHF to be effective, but an estimated 40% of the population has a genetic condition that blocks this conversion. “Quatrefolic, a glucosamine salt of 5-MTHF, is a ‘finished’ folate, meaning the body can use it immediately without metabolization,” says Sala, noting that this increased bioavailability can improve pregnancy outcomes. One study compared the effects of vitamin B complex with quatrefolic versus one with folic acid on pregnancy outcomes (clinical pregnancy, pregnancy loss, and live birth) in infertile women undergoing Assisted Reproductive Technologies. The Quatrefolic group had a higher chance of clinical pregnancy and live birth than those taking folic acid alone.
Eisen reports that 52% in the U.S. do not get enough folate from their diets alone. "Plus, nearly 1 in 20 women in the U.S. has macrocytic anemia, a consequence of folate deficiency. For women, particularly those trying to conceive, adequate folate intake 1-3 months prior to conception is critical to help reduce the risk of neural tube defects. However, not everyone is aware that folate exists in multiple forms, each with varying levels of bioavailability. The nature identical form of folate – known as methylfolate or L-5-MTHF – is readily available for transport and use in the human body and tissues, with fewer metabolic roadblocks and no need for conversion, and has been shown to be more bioavailable than folic acid in women. Optifolin+ is our new, bioactive, choline-enriched folate (L-5-MTHF) ingredient. By providing 7x the methyl groups found in other folate products, with 98% active methylating capacity, Optifolin+ is uniquely positioned to promote balanced and effective methylation within the body, which is a vital process for the formation of DNA and proper cell division, thereby supporting healthy fetal development.'
Eisen adds that the benefits of Optifolin+ are not limited to prenatal care. "Incorporating this unique choline-enriched folate into daily routines can support multiple areas of women’s health, including mood regulation and cognition, as well as heart health."
Omega-3s also provide support. “A recent review, including 19,927 women, showed that omega-3 DHA supplementation during pregnancy indicated a reduced risk for preterm births and supported healthier birth weights. Studies have also shown that consuming omega-3 EPA and DHA during pregnancy may reduce the child’s sensitivity to common food allergies and the occurrence and severity of atopic dermatitis in the first year of life,” says Merethe Thomassen, Communications and Marketing Manager, GC Rieber VivoMega. The company provides fish oil and algae concentrates of the highest quality and strength.
Also recommended: “Caronositol Fertility is the perfect combination of carob fruit-derived D-Chiroinositol and Myo-Inositol in a clinically researched 1:3.6 ratio for women with fertility problems associated with Polycystic Ovary Syndrome,” says Courtney Higginson, Business Manager, AIDP. “Caronositol Fertility is highly effective in increasing pregnancy rate, reducing miscarriage, and resulting in live births.”
Selenium can also help, adds Traci Kantowski, VP of Global Communications and Business Development, Cypress Minerals. “Selenium, especially in the form of selenium yeast, has been shown to support fertility and overall reproductive health.”
Peri- and Menopause: “Among the biggest success stories in supplements over the past several years is the expansion of the menopause market,” says Sala. “In 2019, sales were growing at 4% and, save for the complicated years of 2020 and 2022, that growth is on the rise all the way to the high sevens. If projections hold, sales will hit $851.8 million in 2027, up 53% from 2019.”
A wide range of ingredients address symptoms like hot flashes and mood swings, says Baldwa. “For example, in our gold standard clinical study, aspurūs, a patent pending Shatavari root extract, improved the major menopausal symptoms in over 85% of subjects.”
Also smart: “Soy isoflavones are plant-based hormone-like substances that mimic estrogen in the body,” says Gutierrez. “Our ingredient SoyLife is derived from soy germ and is rich in isoflavones that help reduce the severity of hot flashes due to hormonal imbalance. We also offer Sharp-PS–derived from soy and sunflower to support cognitive health, memory, and help manage feelings of stress. To support weight management and address potential digestive health issues associated with menopause, we also provide HOWARU Shape, a unique formula of 10 billion CFU Bifidobacterium lactis B420, available alone or in combination with 12 grams of the prebiotic fiber Litesse Ultra.”
Methylated folate such as quatrefolic can further help address hot flashes, says Sala. “A clinical study of folic acid therapy on menopausal hot flashes found a 65% improvement in hot flashes in otherwise healthy menopausal women taking folic acid, compared to a 16% improvement in symptoms in women given a placebo. The research recommended folate as an affordable, safe, and acceptable method to help lower hot flashes in women.”
For help balancing hormones, Dr. Cynthia Suarez-Rizzo, Expert New Product Development at Finzelberg, suggests rhapontic rhubarb extract (branded as Menofelis). “The active compounds in Menofelis/Rhapontic rhubarb extract are hydroxystilbenes (resveratrol), which act as oestrogen agonists, primarily binding to the beta receptor in the ovaries. During menopause, oestrogen levels decrease, causing climacteric symptoms. Rhapontic rhubarb extract mimics oestrogen, selectively activating the β-receptor without stimulating the α-receptor, thus relieving typical menopause symptoms without anti-oestrogenic effects.”
FenuSmart, a patented fenugreek extract, also has hormone-balancing effects, says Trisha Sugarek MacDonald, Ph.D., MS, Market Development Manager, Akay Bioactives, Oterra. “Fenusmart offers a plant-based alternative to synthetic bio-identical hormones, addressing hormonal balance during peri- and post-menopausal stages. Its clinically tested benefits include relief from common menopause-related symptoms such as hot flashes, vaginal dryness, and emotional disturbances, improving overall quality of life.”
The standardized fenugreek extract Libifem is clinically shown to ease hot flashes and night sweats, and to support the female hormone estradiol, which boosts sexual desire and vitality, says McNamara. She also points to Genopause, a botanical ingredient shown to aid in reducing vasomotor and other menopause-associated symptoms. “Studies with Genopause also showed an effect on other less discussed items, such as accomplishing more tasks, improvements in mood, patience, stamina, vaginal dryness, sleep, and avoidance of intimacy.” Gencor also offers Affron patented saffron extract for stress, anxiety, and mood support.
Women also seek out nutritional support for other peri- and menopause symptoms such as vaginal dryness and reduced sexual desire, says Higginson. “Liboost is a standardized Damiana extract, with scientific support for women’s sexual health. Clinical data indicates Liboost may inhibit a cGMP-degrading enzyme, which induces vaginal smooth muscle relaxation, resulting in improved sexual response.”
Another issue: “Urinary tract and bladder control are among the top 5 ranked most concerning menopause symptoms,” says Tracey Seipel, ND, CEO of Seipel Group and Formulator of Urox. “Urinary concerns include urinary control, incontinence, urgency, frequency and urinary tract infections, periodic and recurring with non-bacterial cystitis. Historically, women put up with these health concerns, as documented in a University of Michigan research survey showing most women think incontinence is a natural part of aging and something they just have to live with. Our Urox bladder control research shows supplements are an effective option for women wanting to improve their bladder function, regain control and achieve a better quality of life.”
Cognitive health: Interest is on the rise, as women increasingly understand the detrimental effects of cortisol on sleep, cognitive function, weight, cardiometabolic health, and more, notes Dr. Liki von Oppen-Bezalel, Business Development Director, TriNutra, who says black seed oil (branded as ThymoQuin) can help promote healthy cortisol levels. In a published human clinical study, volunteers taking ThymoQuin had lower cortisol levels (-44%) and reported a more positive mood (+11%) and 62% reduction in Upper Respiratory Tract Complaints (indicating resilience through wellbeing) compared to placebo. “In other studies, ThymoQuin demonstrated great metabolic health improvements such as fat metabolism and convergence of inflammatory fat to healthy ones and less fat, cardiometabolic improvement by lowering and balancing blood pressure, boosting mitochondrial functions and energy (ATP) productions. All are good indications of supporting women’s related health issues and well-being.”
Also look to minerals, advises Kantowski. “Magnesium has been found to help support stress and mood support. It also promotes relaxation, and better rest. Thyroid health is an increasing concern for many women, and research suggests that high-selenium yeast may play a key role in protecting thyroid function. The selenium yeast form is a powerful complex of selenium so has been shown to be more favorable than single selenium forms.”
The adaptogen rhodiola is another helper. “Rhodiola stimulates neurogenesis, the repair and birth of new neurons, and improves neuron’s energy metabolism by improving ATP production," says Dr. Suarez-Rizzo. "It enhances brain chemicals serotonin, dopamine, and noradrenaline to increase alertness, elevate mood, and relieve anxiety, depression, and mood swings. On a more physical level, rhodiola promotes energy production, enhances mental performance under stress, and reduces mental and physical fatigue.”
To guard against neurodegenerative disease such as Alzheimer’s (women are more at risk than men), Cox points to Ahiflower, a plant-based source of omega-3s. “Fluid intelligence, cognitive performance and brain immune function are all supported by the range of healthy fats found in Ahiflower oil.”
Helen Christoni, co-founder of Make Time Wellness, adds that her brand’s Brain, Body & Beauty Powder and Brain & Beauty Gummies combine brain-boosting ingredients like Cognizin and curcumin with added vitamins and beauty-enhancers like biotin. “This powerful combination supports cognitive function, overall health, stress resilience, and skin, hair, and nail health.”
Bone & Joint Support: “Bone and joint well-being has seen unprecedented breakthroughs with the development of specialty calcium hydroxyapatite complexes,” says Swaroop. “Such molecules better mimic the natural composition of bone tissue and become incorporated better into the surrounding bone matrix. When such complexes are blended with vitamin K2, especially in the MK-7 form, and with certain collagen peptides, the resulting products strengthen bone density as well as the flexibility of the joints. Recent research has also emphasized the role of certain silicon compounds in stimulating collagen synthesis and improving bone strength.”
One such calcium ingredient is KoAct, a patented combination of collagen and calcium, that is clinically proven superior to traditional bone health ingredients in improving bone mineral density, adds Higginson. “KoAct’s patented composition drives collagen to the bone matrix providing a stronger, more flexible bone. KoAct is ideal for baby boomer women who pursue active life- styles or those concerned with bone health.”
Heart Health: When women reach menopause, they lose the protective effects of estrogen on critical heart health factors, cautions Cellan Davies, Head of Marketing at ProBiotix Health. “Estrogen typically has anti-inflammatory effects on blood vessel linings, which helps reduce high blood pressure. In addition, estrogen helps regulate lipid metabolism. When estrogen declines, LDL or bad cholesterol levels tend to rise, while HDL or good cholesterol levels drop which could result in the build-up of arterial plaques. According to a study in US Cardiology Review, menopause is often associated with a progressive increase in total cholesterol, in particular, an increase in low-density lipoprotein (LDL), lipoprotein-α and triglycerides, and a decrease in high-density lipoprotein (HDL).”
Davies points to two nutrients to help safeguard the heart: 1) The high Monacolin K content in red yeast rice has been cited for its ability to lower LDL cholesterol by inhibiting cholesterol production in the body. Monacolin K is chemically similar to lovastatin, a prescription statin medication often prescribed to reduce cholesterol. 2) LPLDL is a patented probiotic strain that can lower the reabsorption of bile salts into the liver from the gut allowing the liver to pull cholesterol from the blood to replenish the bile salt ‘pool’. This results in decreased cholesterol levels in the blood. Results from clinical studies showed that LPLDL significantly reduced total cholesterol by up to 37%, LDL by 36%, decreased Apolipoprotein B by 28%, increased HDL by 5%, and reduced blood pressure by 5%.
Fish collagen peptides are another ingredient shown to promote cardiovascular well-being, says Swaroop. “These bioactive peptides have shown promising activity in modulating healthy blood pressure and arterial compliance.”
Another heart helper: Nattokinase (branded as NSK-SD), an enzyme shown to help dissolve blood clots, clean arteries and support healthy blood flow, says Vincent Hackel, CEO/President, Guzen-JBSL-USA, Inc. “In all six JBSL human studies, participants with varied blood pressure parameters (such as hypertension, risk of hypertension, high blood pressure, and uncontrolled systolic hypertension) supplementation with NSK-SD was found to reduce systolic and diastolic readings. Many women experience cold extremities. NSK-SD helps improve circulation, thus people with cold extremities such as fingers and toes benefit by taking NSK-SD.”
Beauty-From-Within: Women increasingly look to support beauty from the inside-out, and ingredients such as antioxidant-rich pomegranate extract (branded as grantria) can help. “Grantria is a recent launch in this category aimed at supporting skin radiance and beauty from within,” Arunkanth Krishnakumar PhD, MBA, Co-Founder & Director, Zeus Hygia Lifesciences & Zeus Hygia Nutra LLC. “This clean and clinically proven ingredient helps reduce dark facial spots, pores, crow’s feet wrinkles, and skin aging at 300mg daily dose.”
Krill oil can also help support healthy, glowing skin, adds Lovan. “In fact, a newly published study in 2024 has shown that krill oil helps support healthy radiant skin by improving hydration and elasticity.”
New collagen-stimulating ingredients such as keragen-IV are also driving demand in this space. “Keragen-IV triggers the body’s own collagen-producing mechanism, boosting production of collagens IV and VII between the dermal and epidermal skin layers, targeting deep wrinkles, nail strength and hair follicle strength,” says Higginson. “Naticol is our European type I marine collagen with an array of clinical research demonstrating benefits to skin hydration, firmness and elasticity. New research within this collagen line also demonstrates benefits to gut health and inflammation due to its unique composition.”
3 Keys to Appealing to Your Female Customers
“Building trust begins with an environment in which a female feels heard and understood,” says Swaroop. “Instead of merely showcasing merchandise, successful store owners are providing full-service wellness centers blending offerings with educational information and consultation one-on-one. Envisage having a knowledgeable and experienced advisor in health who both knows the science and living reality of a female moving through life phases.” Here are a few smart strategies to better market to your female customers.
- Communicates across generations. “There is a science to communicating across generational divides. It starts with recognizing that Gen Z, Millennials, Gen X, and Boomers have different needs, and they have and use different ways to obtain information,” muses Sala. “Retailers would be wise to consider all the channels available to communicate with women and attract them: social media, digital media, traditional media (TV, radio), etc. Develop resources like social media content and easily-to-understand videos addressing key nutritional concerns at different life stages (e.g., bone health, hormonal balance, and the importance of iron).”
- Create space to listen: “Since the dawn of time, women have been told what to do and how we should feel. To truly serve female consumers, it is imperative that we first seek to understand,” says Cox. “What are women looking for? How do they need supporting? How can we best serve them? Provide more information and a better understanding of what the transition through the female hormonal landscape really looks alike and how to support our female physiology at the various times of our female lives. Helping to relate symptoms to the changes occurring and how these can be mitigated with simple dietary, lifestyle and supplemental support.”
- Foster community engagement: “Host or sponsor events focused on women’s health and nutrition, providing a platform for education, and connection, suggests Delgado. “Partner with dietitians, nutritionists, or influencers who specialize in women’s health to provide credible advice and build trust with consumers.”
