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Explore the opportunities in women’s health and nutrition products with a look at the latest trends—from products to support women’s different life stages to sports nutrition for women.
The growing interest in proactive health is driving innovation in supplements, foods, and beverages for women. One expanding area is products that offer targeted support for women at different life stages: including menstruation, pregnancy, breastfeeding, and menopause.
Women’s sports nutrition is another dynamic area to watch. Although essential nutrients have been the main focus of women’s products, many also offer functional benefits—ranging from mood health to weight management.
Learn about the exciting women’s nutrition ingredients and product concepts we are featuring at FIA this year.
Women-focused food, beverage, and supplement launches are growing globally, at a CAGR of 12% in the past five years.1 Supplements dominate this market, with 78% of recent launches in the supplement category and 22% in food and beverage last year.2
For new launches of foods and beverages targeting women’s health, Asia Pacific (ASPAC) takes the lead—claiming 58% of the total and showing good growth in recent years (+6% CAGR, 2019-2024).3 For women’s supplements, ASPAC accounts for 17% of new launches (+5%), while Europe has the highest share at 48%.4
Menstrual supplement launches, which include traditional formats (such as pills), as well as gummies, have grown at a CAGR of 22% globally in the past five years.5 These products are geared toward supporting mood and sleep, replenishing nutrients lost during menstruation (particularly iron), and boosting immunity.
Brain/mood health is the top claim in new launches (55%), followed by energy/stamina (33%), while weight management is the fastest growing claim (+59% CAGR, 2019-2024).6 Many menstrual supplements and teas also make claims about providing hormonal balance and easing menstrual pain.
Pregnancy support products remain an enormous segment of women’s nutrition products. 35% of all new women’s supplement launches and 72% of women-focused food and beverage launches are for pregnancy or breastfeeding.7 Foods and beverages like shake mixes and bars provide pregnant women with a moment of indulgence that’s still healthy for them.
Pregnancy products contain essential vitamins and minerals (particularly folate, vitamins B12 and D, calcium, iron, and zinc) and protein, as well as functional ingredients for immune support (like lactoferrin) and the baby’s brain development (like DHA). For women trying to get pregnant, diet is the primary action taken (57%), while for pregnant women, it’s taking vitamins and supplements (60%),8 suggesting the importance of launching the right format.
Among breastfeeding support products, foods and beverages are showing high growth (+19% CAGR, 2019-2024), while supplement launches are slowing (-5%).9 This is a segment where enjoyable and convenient formats—such as cookies, crisps, and shakes—are highly appreciated by the consumer.
Featured ingredients range from DHA for brain development to selenium and B vitamins for addressing postpartum nutrient deficiencies to botanicals for optimal lactation and breast health. Brain/mood health, immune health, and energy/stamina are the leading claims in these new products, but skin health is growing the fastest (+21% CAGR, 2019-2024).10
Menopause supplement launches have increased at a CAGR of 14% during the past five years,11 though tea is an up-and-coming format to watch. 35% of women are facing the menopause stage,12 with transition symptoms that encompass fatigue, hot flashes, mood changes, poor sleep, and weight gain. Reduced immune function, which occurs at the onset of menopause, is another issue.
Nearly half (49%) of these new menopausal supplements feature a brain/mood health claim, while over one-third make a bone health or energy/stamina claim.13 Other claims showing up are maintaining hormonal balance and relieving hot flashes and night sweats, plus a variety of healthy aging claims, such as heart, joint, and immune health. Key ingredients are vitamins, minerals, botanicals, and protein (to preserve muscle).
Innovation is also under way in the sports nutrition category, as more brands begin to focus on developing formulations for women’s specific needs, with an emphasis on iron and vitamin B12 to ensure adequate energy and protein for muscle repair and strength building.
Multi-functional ingredients, such as FerriUp—a whey protein concentrate that naturally contains lactoferrin (which promotes iron modulation) and vitamin B12—can be especially useful when formulating women’s sports nutrition products. The main priority for female athletes is their health, with almost half (45%) of women who are physically active in sports doing so “to stay healthy.”14
To learn more about the opportunities in supplements, foods, and beverages for women’s health, discover unique product concepts and ingredients designed to help women at every life stage reach their fullest potential.
Contact Glanbia Nutritionals to explore the possibilities.