Beyond fertility: Women’s health market broadens as industry flags major potential

09 Nov 2020 --- Women represent a lucrative consumer market beyond the traditional categories of fertility and menopause. However, needs are quickly evolving, so companies must be quick-off-the-mark in addressing the latest demands, including convenience and on-the-go formats.

Experts from Gielleipi, Lallemand Health Solutions, Evolva and Frutarom continue their conversation with NutritionInsight about the future of women’s health. 

“Nowadays, the women’s health supplement market is much more than prenatal and postnatal vitamins, products for managing menopause symptoms or weight loss products,” says Alessia Terruzzi, board member of Giellepi. 

She observes that modern women are more likely to buy health supplements than men. 

A sizable market
According to Moran Werner Saido, product manager at Frutarom, part of IFF, the global women’s health market was valued at US$32 billion in 2019. 

This makes up a sizable chunk of the global dietary supplements market, estimated to be worth US$123 billion in 2019. However, there is clearly great room for expansion. 

“There is still a lot of unexplored potential in women’s health. Some topics are still taboo, both for consumers and supplement companies. One example is urinary incontinence, which is two to three times more common in women than in men,” notes Saido. 

Addressing this, IFF Health developed Go-Less. The blend of soy isoflavones and pumpkin seed extract helps concerns including urination frequency, nocturia frequency and urgency.Women are more likely to buy health supplements than men.

Spotlight on key ingredients
According to Innova Market Insights, there has been a 9 percent average annual growth of supplements launched with a women’s health positioning between 2015 and 2019. The top ingredients are magnesium and vitamins B6, B9, B12 and C. 

However, the fastest growing ingredient in women’s health supplements is vitamin D3, with a CAGR of 24 percent (2015 to 2019). The vitamin has recently been the focus of attention thanks to its synergistic effects with vitamin K2. Together, they can help balance calcium for better bone and cardiovascular health.

Dr. Laetitia Petrussa, product manager at Frutarom, also observes that organic ingredients are gaining ground in the women’s health sector.

“Organically sourced ingredients are recognized for those values and are increasingly seen as a healthy and ethical choice, both in terms of nutrition and environmental impact. Responding to this, IFF Health has invested in Organic SoyLife Complex soy isoflavones,” she states. 

Over 35 scientific studies have demonstrated SoyLife’s ability to alleviate menopausal symptoms and support bone strength in elderly women, according to Petrussa. 

Additionally, its strong antioxidant capacity and phytoestrogenic effects make SoyLife an ingredient that can be used both topically and in nutritional supplements.

Probiotics address vaginal imbalances
One staple of the women’s health market is probiotic innovation. 

Elodie Aragon, product manager responsible for Lallemand Health Solutions’ women’s health portfolio, observes that the probiotic sector for women’s health is a fast-growing market, increasingly attracting women through online and on-site retail places.

“Although women’s probiotic market used to be a niche market, it is now becoming a strong differentiation factor for product development. This explains why a lot of new probiotic products targeting women have been launched in the past two years. Consequently, consumers’ online engagement is increasing,” she states. 

Probiotics are key because the vaginal microflora is a rich and complex ecosystem, mainly consisting of lactobacilli, which support the vaginal environment and health.

“Vaginal balance is fragile, and many internal or external factors can affect this balance. Examples include gut health, immunity, mood balance and oral health. Acting upon the gut or vaginal microbiota, specific probiotics can help each individual woman, from puberty to menopause,” continues Aragon.Convenient and on-the-go formats are increasingly sought out.

Convenient delivery formats
In light of the broadening of the women’s health sector, industry must remain light on its feet. 

“Women’s needs are evolving quite quickly, so raw material suppliers and brand owners are always finding a way to address these open areas by investing in new technologies and clinical trials,” says Terruzzi at Giellepi. 

For example, the sports nutrition category has evolved from being focused on male athletes only to a wider group of subjects, including health-conscious women.

Additionally, women today have busy lifestyles, so convenient and on-the-go formats are increasingly sought out. 

“Unique delivery formats are on the rise due to the demand for solutions that reduce pill-fatigue,” says Clare Panchoo, vice president of health ingredients at Evolva. 

For example, its Veri-te resveratrol is available in Reserol’s “beauty film strips.” This technology boosts resveratrol delivery to the body through the inside of the cheek.

Terruzzi adds that while tablets and capsules are still “the king,” gummies and fast-melt powders in stick packs are gaining more and more popularity in recent years.

Delivery formats are also a major topic for the mobility sector, with consumers seeking convenient supplements, as well as functional foods and beverages. 

By Katherine Durrell, with additional reporting by Elizabeth Green