Women’s Day 2021: Industry embraces naturality and scientific backing as it shakes off gender stereotyping

08 Mar 2021 --- The women’s health sector still faces challenges from overcoming gender stereotypes to educating consumers about probiotic strains. However, this space also holds major potential as the world faces a “feminization” of aging and consumers turn toward more natural solutions. 

In light of International Women’s Day, celebrated each year on March 8, NutritionInsight continues its conversation with experts from Chr. Hansen, Gnosis by Lesaffre, IFF Health, Gencor Pacific and Lallemand Health Solutions. 

Experience is a primordial factor when designing products for women, according to Vanessa Azevedo, EMEA marketing lead at IFF Health.

“Creativity, novelty, cutting-edge technologies and tailored solutions are key elements to consider,” she illustrates.

However, Mariko Hill, Gencor Pacific’s product development executive, flags that there is often still a preconceived idea that women’s products should be smaller and feature pink packaging.

“Although this may appeal to a small percentage of the demographic, the majority of female consumers would want products that really cater to their needs,” she explains.

She also observes that the “strong not skinny” trend is still popular in 2021. “Nowadays, brands wanting to target both male and female consumers adopt a neutral package as the end-benefit (i.e., muscle mass or general wellness) resonates with both.”

The older the population, the more the female-to-male ratio increases.Educating consumers
In addition to overcoming gender stereotypes, another challenge for the women’s health sector is consumer awareness.

Daniel Hovel Hansen, head of infant & women’s health, commercial development, human health at Chr. Hansen, says that it is important to convey that there is a huge difference between individual probiotic strains and their effectiveness in women’s health.

“Many probiotic products are being marketed without clinically documented effect and may not provide the benefits the consumer is looking for.”

Azevedo points out that regulatory boundaries can impede companies explicitly communicating science-backed health claims of probiotics.

Targeting online consumers
One way companies can help boost consumer familiarity of probiotics’ benefits is by using digital media as a central education platform.

“This increases awareness while elevating a consumer’s decision-making ability regarding selecting efficacious probiotic products,” explains Azevedo.

Chr. Hansen has also embraced online information sharing, with its Probiotics Institute targeting US digital audiences.

However, for Silvia Pisoni, senior marketing manager at Gnosis by Lesaffre, consumers’ lacking knowledge is not a challenge. “Rather, it is part of our role to support them and raise awareness of innovation in the domain.”

For example, Gnosis by Lesaffre is keen to share information about clinical trials for Quatreflora, its patented strain of Saccharomyces cerevisiae CNCM 1-3856, that clinically balances vaginal flora, protecting against bacterial and yeast vaginosis.

Industry plays a key role in raising awareness of scientific innovations.Specific probiotic strains
Probiotics are one ingredient that can address many of the varied health concerns women may have. Aragon positions them as an interesting, natural alternative to address specific vaginal health issues. “Specific probiotic strains are backed for their efficacy, without causing side effects,” she adds.

Meanwhile, Cerebiome (a combination of Lactobacillus helveticus Rosell-52 and Bifidobacterium longum Rosell-175) helps to moderate psychological and physiological responses to occasional stress.

Hansen also emphasizes that it is not the amount of probiotic bacteria in a product that does the job. “It comes down to using the right strains of probiotic bacteria that are clinically documented to have an effect within the desired health benefit.”

A natural choice
With more readily available information than ever before, consumers are also increasingly demanding natural solutions that are good for them and the planet.

Consumers are progressively aware of their nutrition choices. Most habits are shifting toward a healthier lifestyle, amplified by COVID-19, says Elodie Aragon, product manager responsible for the Women’s Health portfolio at Lallemand Health Solutions.

“Consumers are globally more educated and have a better understanding of how dietary and food supplements are a natural way to participate to their overall well-being and may participate in boosting the natural defenses,” she continues.

“Women are eager to accept new challenges in life and seek natural or less artificial solutions to help reach optimal health and support overall confidence. These needs could be satisfied with products designed, for example, to enhance well-being or skin health,” adds Azevedo.

Laetitia Petrussa, product manager at IFF Health, adds that there is a general consumer shift toward natural and organic supplements.

“COVID-19 is also accelerating the trend for organic food supplements, and the expectation is that this will become a lifestyle for many people, rather than a passive fad,” Petrussa details.

The feminization of aging
Pisoni has also seen a shift toward natural and long-term solutions to support women’s daily and chronic health demands.

“Natural means better following the changes of the body during aging, supporting at body’s requirements and trying to reinstate the balance unfortunately lost,” she details.

It is commonly discussed that the global population is aging, but fewer conversations acknowledge the “feminization” of aging. Pisoni explains that this means that the older the population, the more the female-to-male ratio increases.

“In 2019, the worldwide women accounted for 61 percent of those aged 80 years and above. Taking into account the different needs of all these spaces is extremely important,” Pisoni concludes.

In the first part of this coverage, NutritionInsight explored how the women’s health sector is continuing to evolve in tune with busy lifestyles and a reframing of womanhood itself.

On International Day of Women and Girls in Science in February, NutritionInsight also reported that diversifying traditionally male-dominated managerial positions with women could give a new lens to nutrition industry challenges, ultimately leading to business growth through innovation.

By Katherine Durrell

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