The evolution of women’s health hinges on a more resilient innovation ecosystem that adopts a sex-based lens across all aspects of health needs, from inception to path-to-purchase engagement and marketing. Business expansion and scaling through higher adoption and retention necessitates a close assessment of adjacencies in view of existing pain points and regimens, stronger commitment to education and building integrative solutions through collaborative science- and tech-enabled approaches.
This report comes in PPT.
Women’s health is experiencing intense innovation activity in consumer products and femtech, driven by start-up activity and increased business investment. Amid growing education and recognition of unmet needs, brands have the potential to diversify, curate, reposition and reformulate propositions through a female-focused lens and lifestyle-centric regimen building.
The rise of ingredient-led narratives and strong appetite for dermocosmetics provide a favourable context for education and marketing around hormonal health impacts on skin and hair care. The multidimensional nature of women’s health draws implications for further segmentation, reformulations and multifunctionality in consumer health products.
Although still nascent, women’s health-specific propositions in fortified and functional foods can leverage general health benefits across female life stages, explore emerging areas such as menopausal care, and capitalise on positive trends in personalised nutrition through technology or tailored advice.
The apparel and footwear industry benefits from expansion opportunities for leakproof items in less developed markets, offering menopause-focused solutions through smart technology, while leading the charge in women-centric product design in the underserved sportswear market.
Femcare has the advantage of immediate cross-industry adjacencies, such as skin care, pain management and intimate care, driving premiumisation, innovation and partnerships for lifestyle-centric support solutions, with novel biomarkers promising to transform diagnostics and medical therapeutics.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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