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According to the latest consumer data from Euromonitor International, women’s health concerns differ at each life stage in important ways.1 Learn how innovative formulations with key nutrients can provide the holistic nutritional support that ASPAC women need.
Globally, 52% of female consumers are either moderately or extremely concerned about women’s health issues, and 44% are looking for new solutions to prevent or treat these issues. These trends create opportunities for nutrition-focused companies to explore women’s health in a more integrated way and address specific gaps with solutions for each life stage.
Euromonitor International’s global consumer research shows that women of reproductive age have disproportionately high concerns about stress and mental health impacts. Stress and anxiety are the highest among those aged 15–29, with nearly half reporting this concern, compared to about one-third for those aged 30–59. Skin health is another outsized concern reported by this group. There is also the need to consider menstrual, reproductive, and gynecological health support when developing effective health solutions for women of reproductive age.
Women of menopausal age report the highest levels of concern with women’s health overall, with specific needs related to joint pain, weight gain, eye health, and sleep. Their higher predisposition for diabetes, osteoporosis, and cardiovascular issues from changes in estrogen levels suggests the value of preventive solutions in these areas, too. Though they face more progressive physical health issues, their mental health needs should not be neglected. Female consumers aged 40–59 index higher than average for the proportion preferring to take supplements over prescription medicine.
To help companies better understand potential investment and innovation areas in women’s health, Euromonitor International developed a framework for women’s health and wellness needs. This allows you to see how women’s health concerns change with age.
| Age Range (years) | Menstrual Care | Reproductive Care | Maternal Health | Gynecological Health | Menopausal Care | Oncology | Sexual Wellness | General Health |
|---|---|---|---|---|---|---|---|---|
| Puberty-24 | HIGH | HIGH | MEDIUM | MEDIUM | LOW | LOW | MEDIUM | MEDIUM |
| 25-39 | HIGH | HIGH | HIGH | HIGH | LOW | HIGH | HIGH | MEDIUM |
| 40-49 | MEDIUM | MEDIUM | HIGH | HIGH | HIGH | HIGH | HIGH | MEDIUM |
| 50+ | LOW | LOW | LOW | HIGH | HIGH | HIGH | HIGH | HIGH |
Since the close relationship among the framework categories could be viewed as a spectrum, Euromonitor International provides examples to support their distinct differences. For example, menstrual care includes period and cycle care, while reproductive health focuses on aspects such as fertility and birth control. Maternal health covers prenatal, pregnancy, and postnatal care, and menopausal care centers on early, peri-, and post-menopause matters.
All of these differ from the gynecological health category, which encompasses such concerns as endometriosis, polycystic ovary syndrome, urinary tract health, and pelvic health—of high relevance to women aged 25 and older. Oncology, in this case, relates to the cancers associated with women like breast, ovarian, uterine, and cervical cancers, which are also highly relevant to women in most age groups.
The last categories consist of sexual wellness (which includes libido and intimate care) and general health. General health is the broadest category of all, spanning cardiovascular to bone to mental health. Women’s health and nutrition products that include ingredients and messaging around general health conditions offer women a much-needed holistic health solution—and represent a significant opportunity for nutrition companies.
There is a growing preference among consumers toward prevention over treatment for health conditions. While nearly 40% of female consumers see a healthcare provider to treat their symptoms, about one-third choose dietary supplements or natural remedies and one-quarter try lifestyle changes, such as exercise.
When Euromonitor International looked at what motivates women to seek new prevention or treatment methods for health issues, the responses included weight management and depression (particularly for women aged 30–44), mobility problems, and skin health, among others. Nutrition solutions offer a way to address many of these issues, with some nutrients offering crossover benefits.
These four nutrients should be the foundation of any women’s nutrition product:
Calcium is an essential mineral critical to maintaining bone and joint health and reducing the risk of osteoporosis after menopause. It also has a role during pregnancy and breastfeeding to support the proper development of the baby’s bones and teeth. In addition, calcium is increasingly viewed as an essential component of performance and active women nutrition since strong bones facilitate safe and effective workouts. An innovative ingredient like TruCal, a balanced milk mineral complex delivering 7 minerals (Calcium, Phosphorus, Magnesium, Potassium, Zinc, Iron and Copper) can be superior source of calcium.
Active women nutrition also requires vitamin D, which promotes the absorption and utilization of calcium in the body. Recent research shows vitamin D can also support female fitness in another way—by reducing the risk of age-related loss of muscle strength (dynapenia). Vitamin D is also being studied for its potential role in regulating mood and mental health.
A woman’s iron intake must be sufficient to replenish monthly losses during menstruation and prevent iron-deficiency anemia. In anemia, the body does not have enough iron to produce the hemoglobin component of red blood cells, which is responsible for transporting oxygen. This leads to fatigue that impacts daily life activities, particularly when oxygen demands are high such as during excercise .Since the impacts of different iron fortificants can vary widely, it’s important for brands to understand their options. For example, Bioferrin® lactoferrin is an iron-rich milk protein that can improve iron absorption while being gentler on the stomach than traditional fortificants.
Protein is important for all active women, with higher intakes needed for pregnant women to support the baby’s development and for senior women to prevent age-related muscle loss (sarcopenia). While protein is a key female fitness ingredient for muscle building and repair, it is also needed to make hormones in the body and provide structural support to skin, hair, and nails. A lactoferrin ingredient like FerriUp, which contains protein and iron naturally derived from milk, shows how smart ingredient choice and product formulation can meet many needs at once.
These insights into women’s health and wellness needs at each life stage point to a number of strategies to better meet those needs, such as:
As you consider the best approach to address the needs of your target consumers, you can feel confident that Glanbia Nutritionals is at the forefront of ingredient innovation in women’s health. We can provide market insights, development expertise, and a wide range of solution portfolio for each stage of women’s lifecycle, such as our dairy and functional proteins, bioactive ingredients and vitamin & minerals to make your product stand out in the market.
Contact us to learn how we can help you create women’s nutrition products that will win in the market.