The Rise of Women’s Health: Innovation and Inspiration in Consumer Health

June 2024

Women’s health is driving interest in consumer health, with consumers looking for solutions for common health considerations across life stages. Euromonitor conducted a comprehensive review of over 40,000 women’s health products across the world to determine the current state of the industry, what products are succeeding, what benefits are rising, and where the concepts have taken hold. White spaces abound, but only if the industry evolves to directly address women’s immediate health demands.

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Key findings

Women are looking to supplements and OTC drugs for solutions to common considerations

The marketplace for women’s health products within consumer health is still relatively nascent with considerable room to grow, but women are already demanding solutions from dietary supplements and OTC drugs to address symptoms of menopause, menstrual pain, and others.

Rising demands for precise solutions across women’s life stages are not yet met

Even though women are demanding consumer health solutions, they largely remain unmet, with a scant number of explicit claims around women’s life stages found between 2021 and 2023. Benefits remain the area of women’s health that has the furthest to go for the industry to flourish.

Combination benefits are rising as an option to address broadening health demands

Women’s health needs to take a cue from the broader marketplace for consumer health where blurring messaging and health demands have led to a proliferation of products with combined benefits. Given the complex mix of factors behind women’s health demands, combination benefits will likely rise in prominence over the coming years.

The global women’s health market is balanced between Asia, Europe and the US

Cultural and political influences differ, but from 2021 to 2023, the women’s health marketplace globally was evenly divided between Asia, Europe and the US. Cross-border influences in ingredients, clinical research, regulatory shifts, tech advances, and customer outreach will drive innovation between markets.

Femtech and cross-industry partnerships present enticing near-term options

Consumer health starts in an enviable position to take advantage of the burgeoning women’s health movement, but to answer specific health demands, the industry will need to engage in partnerships with femtechsolutions as well as with enterprising companies in the nutritional, beauty, and hygiene spaces.

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Key findings
Outside pregnancy/maternal care, life stages are almost absent in women’s health marketing
Growth in marketing around life stages higher than overall women’s health growth
Growing number of products tying life stages to discrete health benefits
Perimenopause benefits rise quickly from a small base
Perelel re-energises the prenatal multi category with a more personalised approach
O Positiv extends range of supplements across women’s life stages
Femtech presents a deeper layer for more targeted solutions across women’s life stages
Elektra Health balances telemedicine with education and support to navigate menopause
Implications of women’s life cycle analysis
Explicit health benefits represent a similarly small market as life stages
Growth in benefits considerably outpaces overall women’s health
Combination health benefits increasingly prominent in women’s health
Tried-and-true ingredients dominate women’s health, but others catching up rapidly
How to connect pain management with women’s health
Rx-to-OTC switches and women’s health reorientate women’s sexual health category
Implications of women’s health benefit analysis
Women are already addressing health concerns with consumer health solutions
Women’s health approaches have space to improve
Many of women’s current health concerns are underrepresented in consumer health
Women’s health concerns outstrip men’s in several areas
Health concerns change dramatically as women age
Implications of women’s health survey responses
Women’s health products are evenly split across Asia, North America and Europe
Women’s health growing fast across global markets
The US has a balanced, dynamic women’s health marketplace
Nnabi directly markets to the emerging perimenopause community
China’s women’s health marketplace is driven by beauty/skin health
Bloomage Biotech leads a new crop of beauty-from-within products in China
Probiotics drive women’s health in South Korea
Rael Health sees dramatic growth behind a holistic approach to menstruation
Europe continues to underutilise dietary supplements, but the tide is changing
Free Soul uses targeted life cycle marketing to attract consumers to nutritional blends
Implications of women’s health cross-border analysis
Revisiting the Women’s Health Framework
Deepening the Women’s Health Framework around consumer health
The Women’s Health Framework’s implications on consumer health strategy
Projection 1: Women’s health to enter a period of consolidation
Projection 2: offering a total solution to comprehensively address common considerations
Projection 3: Women’s health will live or die by point-of-sale retail simplicity
Projection 4: Femtech will advance in through tactical partnerships
Transforming Women’s Health: How to win
Evolution of Women’s Health
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Consumer Health

It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing

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