The global women’s health market was valued at $38.11 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 4.8% from 2022 to 2030, according to analysis by market intelligence company Grand View Research.1
This is largely due to an ageing population, with the 50-plus segment expected to register the fastest growth rate – 6% over the forecast period. With an increase in life expectancy boosting the worldwide menopausal population, geriatric diseases such as postmenopausal osteoporosis are also expected to drive growth of this segment in future.
Women’s needs change throughout their life cycle, meaning there is an increased opportunity for brands to offer tailored approaches.
Mariëtte Abrahams is the CEO and founder of Qina, a platform that helps companies connect and innovate in personalised nutrition. She said demand from women had surged in recent years, particularly in the wake of the pandemic.
We especially see an increase in the active nutrition segment, as more women take up physical activity and demand transparency and clean-label products
“We have seen a rise … across categories from wearables to food and beverages, telehealth, meal kits, and education,” she said.
“We especially see an increase in the active nutrition segment, as more women take up physical activity and demand transparency and clean-label products. We have also seen more companies directly targeting women in marketing.”
Dr Susan Kleiner, co-founder of the International Society of Sports Nutrition, agreed that demand within the category had risen.
Asked about trends within sports nutrition, she said women were historically mistrustful of
carbohydrates, but that this was beginning to change.
Botanicals generally have a faster acceptance than other products, while protein and protein powders are widely accepted nowadays. “Things that appear to be more like food are more easily adopted,” she explained.
Abrahams said the main challenges of responding to changing health needs over the life cycle were “understanding what to change, when, and for how long; [and] understanding the connection between different body systems, as more research points to the fact that the microbiome plays a critical role in health”.
She added: “The biggest challenge is the lack of education and awareness, as many times this area was considered as something women just had to deal with.”
