- Women’s health is a promising category, with an increase in life expectancy boosting the worldwide menopausal population and creating space for innovation.
- Hormonal changes over the female life cycle mean there are increased opportunities for brands to offer personalised approaches – but companies still need to build consumer trust.
- Despite a historic lack of representation, the body of female-focused research is growing beyond the historical focus on pregnancy and lactation, and brands need to find ways of leveraging this.
- Awareness, education, and relationship-building are crucial; companies should ensure they are talking to their female consumers to learn what their real needs are and how to create products they can identify with.
