Webinar preview: IFF Health Sciences unlocks women’s health growth opportunities

Industry experts spotlight that the global women’s health market is poised to surge to US$68 billion by 2030. However, IFF Health Sciences points out that less than 10% of recent supplement launches specifically target female needs. The ingredient innovator is spotlighting the distinct health journeys women face across three major life stages — reproductive, maternal, and menopause.

Ahead of its upcoming webinar, “Empowering Women’s Health: A Journey Through Life Stages,” Nutrition Insight sits down with experts from IFF Health Sciences to explore practical strategies for developing products that truly resonate with women’s evolving needs.

“Women’s health is a dynamic and evolving landscape, with specific needs at each stage of life, says Benjamin Milhau, the regional marketing manager, EMEA at IFF Health Sciences. “It’s an area that IFF Health Sciences has been exploring for more than two decades.”

“The global women’s health market is expected to reach a staggering US$68 billion by 2030, reflecting a growing recognition of the importance of addressing these unique requirements. With this growth, purchases of women’s health products continue to increase across a range of care areas. In fact, the highest spending among women over the past year was on menopause and reproductive-related products.”

Rising demand and untapped potential

Innova Market Insights’ data suggests that from 2020 to 2024, women’s health supplements and sports nutrition product launches grew by 12%. This rise reflects greater consumer interest, with 36% of women taking cycle-related vitamins or minerals. Brain, mood, and, increasingly, blood pressure support, are among the leading product claims.

“Though female consumers around the world are indicating a greater interest in spending on women’s wellness products, under 10% of recent global supplement launches have targeted the female population, indicating a significant opportunity for brands to cater to this demographic,” Milhau underscores. “Ninety-six percent of women say they would ‘purchase a product that has been scientifically proven to be effective’ and 94% say that trust in a brand is important when shopping for menopause products.”Benjamin Milhau, the regional marketing manager, EMEA at IFF Health Sciences.

“IFF Health Sciences is committed to empowering women through science-backed ingredients that promote vitality and well-being at every age and life stage. Our broad portfolio includes ingredients to support hormonal balance, gut health, bone strength, cognitive function, skin health and beauty, vaginal health, and weight management.”

Tailoring solutions

The company points out that women undergo physical, emotional, and hormonal changes throughout life, influencing their health and buying habits. Understanding these shifts helps brands tailor products to meet evolving needs. With expert research, 40+ premium ingredients, and 120+ clinical studies, IFF Health Sciences supports brands in developing effective women’s health formulations.

“Supplement brands can develop a range of products to help support women’s unique needs in this area,” says Maider Gutierrez, IFF Health Sciences business development lead for women’s health and healthy aging. “Brands can focus on reducing fatigue, promoting a healthy vaginal microbiota, and promoting abdominal comfort, for example.”

“Probiotic supplements offer an attractive approach to support the levels of vaginal lactobacilli and maintain optimal vaginal environment. For instance, HOWARU Feminine Health is a clinically studied probiotic blend designed to support vaginal health by promoting healthy vaginal microbiota and vaginal pH.”

Gutierrez points out that IFF Health Sciences’ ingredients can be used in products designed to support women in not just managing but thriving throughout their reproductive years.

Supporting maternal health

The company highlights that maternal health is vital for both mother and baby, influencing pregnancy and long-term well-being. It also states that a holistic approach addressing physical, emotional, and nutritional needs is essential to support women during this phase, helping them navigate motherhood with confidence and vitality for the best outcomes.Maider Gutierrez, IFF Health Sciences business development lead for women’s health and healthy aging.

Pregnancy and postpartum affect various aspects of women’s health, including increased iron needs, hormonal changes impacting vaginal microbiota, and digestive health during recovery. Brands can use targeted ingredients to support healthy pregnancies and postpartum healing, promoting the well-being of both mother and child throughout this critical journey.

“For instance, probiotics offer a great option to support women during pregnancy,” Gutierrez explains. “HOWARU Protect Prenatal+ is a specialized probiotic blend containing clinically studied strains formulated to support the health of both mother and child during pregnancy and beyond.”

“It supports the immune function of mothers and their infants, helps promote healthy glucose levels in pregnant women, supports positive postpartum mood, and helps maintain a healthy vaginal microbiota and pH.”

Menopause support

The company also notes that as a founding partner of GenM, a global initiative raising menopause awareness, IFF Health Sciences provides options to help brands develop effective products for women during this impactful decade-long stage.

Menopause commonly brings challenges such as hot flashes, night sweats, mental and physical fatigue, weight gain, muscle loss, increased risk of metabolic and cardiovascular issues, and cognitive decline often referred to as “brain fog,” all significantly affecting women’s health during this period.

“By 2030, the world population of menopausal and postmenopausal women is projected to increase to 1.2 billion,” Milhau emphasizes. “Despite the prevalence of menopause, 91% of menopausal women have never seen any specific marketing for menopause-friendly products, highlighting a need for greater awareness and support.”

“Brands can actively look at supporting hormonal balance, cognitive function, and memory, as well as gut health to help menopausal women gain comfort and well-being.”

Functional formulations

IFF Health Sciences further adds that, for years, taboos around women’s natural biological processes like menstruation and menopause have hindered open discussion and product innovation. Women have been underrepresented in clinical trials due to male-centric standards, hormonal complexities, and safety concerns for unborn children.

However, growing awareness highlights the need for women-specific research. The supplement industry is now increasingly addressing these unique needs, driving much-needed innovation in women’s health products.

IFF Health Sciences’ Mystic formulation combines HOWARU Calm probiotic, SoyLife isoflavones, and Care4U lemon balm to target common menopause discomforts. This blend aims to ease hot flashes, night sweats, stress, fatigue, and improve sleep quality for women experiencing menopausal discomfort.

“In addition to the clinical data supporting the ingredients, the formulation has been tested in a consumer perception study, showing promising results and highlighting perceived improvements on multiple aspects of menopausal discomfort within just 15 days,” Gutierrez concludes. “For instance, 84% of women reported a decrease in the weekly number of hot flashes episodes, and 86% of women perceived a decrease in both mental and physical fatigue after 60 days.”

“With 79% of women reporting an improvement in their quality of life, Mystic offers a relevant and ready-to-market formulation for brands looking to enter or expand in the fast-growing, yet underserved segment of menopause.”