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The Editor's Take: What Women Want
If supplement brands had to draw a picture of their ideal consumer today, it would surely be a woman. Confident and proactive about their health, women see the value in eating right, exercising and managing stress, and they’re more open than men to complementary and alternative therapies, including supplements.
In a recent Nutrition Business Journal survey of female consumers, nearly 80% agreed that preventive health management is important, and 64% said they always try to stay current and seek new ways to manage their health. Most women still rely on pharmaceuticals when health problems arise, but more than a quarter said they turn to supplements. Nearly 80% take some sort of supplement every week.
Multivitamins are, without a doubt, the champions of the Women’s Health category, but the marketplace is heating up with solutions for women’s health concerns, whether emerging or longstanding. Because women tend to look at health more holistically than men do, they’re eager for supplements that address a wide range of health conditions.
Mood, mental health and stress are of primary concern to today’s female, as is brain health—important to aging boomers worried about cognitive decline on one end of the spectrum and Gen Z #neurohacker followers on the other. Millennials and Gen Zs are looking for ways to manage anxiety, stress and depression, and twice as many Gen Z women as boomers see emotional health as an important benchmark of good health. All of this portends a bright future for women-focused supplement brands in these categories.
What women don’t want are scaled-down versions of supplements made for men, a practice commonly referred to as “shrink it and pink it.” The vast majority of women told NBJ they’re more likely to buy formulations designed specifically for the female body, and the industry is slowly starting to catch on. Supplement companies are stepping up with a flurry of products addressing vaginal health, PMS and menopause, conditions once considered so distasteful, if not disgusting, that they were largely ignored.
Brands are also reaching out to women with formulations geared toward their specific needs in other categories, including mood and mental health and sports nutrition—a bro-dominated category if ever there was one. With more female leadership in supplement company C-suites and research labs, brands are starting to offer women-centric formulations, often delivered via fresh formats like topicals and skin patches.
Read more about women's health and the motivations behind their buying behavior in NBJ’s 2023 Women's Health Report
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| | Robyn Lawrence
The author of four books, Robyn Lawrence has written in the natural lifestyle, food and wellness space since she helped launch Natural Home magazine in 1999. She was Natural Home’s editor-in-chief for 11 years and has been an editor for several national magazines, including Mother Earth News and Herb Companion. As senior editor for NBJ, she writes articles and contributes to report content. |
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| | | Learn how to support women's health needs in every stage of life |
| | In addition to NBJ's market sizing, the 2023 Women's Health Report includes 15 data charts illustrating survey results of +1,000 women ages 21 to 75 years old. Analyzing the responses by generation can highlight key beliefs and behaviors to give a better understanding of your target audience. For example, Gen Zers rank mood and mental health as a top health indicator. Not so for Baby Boomers. What health conditions are top priority for each generation? Where do women get their health information? Find the answers here.
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