After decades of neglect, women’s health is quickly gaining attention with consumers and manufacturers. In fact, such is the power of this trend, the women’s global health industry is now valued at $35.02bn and growing at a CAGR of 3.2%, according to Fortune Business Insights.
But what do women really want from the food and beverage industry? We countdown the top five women’s health categories that are hitting hardest and growing fastest.
5: Female-focused brands
An interesting development in the growth of the women’s health trend is the move by women towards brands specifically created for women.
“Women are looking to female-centric brands,” says Elise Hughes, trends analyst at GWI. “The apparent gaps in women’s healthcare within mainstream services has given rise to a number of women-centric brands.”
This has led to the launch of brands such as Mena, which produces breads, breakfast cereals and snack bars formulated specifically to help combat menopause symptoms, by incorporating ingredients rich in plant oestrogens or phytoestrogens.
However, the success of female-focused brands poses a very real challenge for established brands which have, until recently, failed to produce products to support women’s health.
But it’s not too late for traditional brands to win over female consumers, by tailoring products to their specific needs, and many have already started to do this.
“CPG (consumer product goods) brands have adapted to cater to women’s needs across different life stages, offering products tailored for PMS, libido, fertility, perimenopause and menopause, as well as solutions for skin, hair, nails, bone health, digestion and mood support,” says Laura Harper, marketing associate at beverage development brand, Imbibe.
4: Collagen
From social media to the mainstream media, talk of the benefits of collagen to women’s health is everywhere, and women are listening. So much so, the global market value for this structural protein has reached $5.1bn and is estimated to reach $7.4bn by 2030, according to Markets and Markets.
So why has collagen become so popular with female consumers?
Understanding of the benefits of collagen has grown significantly in recent years, and those benefits are significant. Collagen is linked to a range of health benefits, including improved skin and hair health, reduced joint pain, and improved muscle mass. It’s also been linked to gut health and improved digestion. This increased understanding, combined with the knowledge that women stop producing collagen in their late twenties and early thirties, has led to a sharp rise in demand for foods and beverages containing collagen, and the industry has answered this demand.
There’s been a noticeable rise in the launch of collagen-infused products, such as collagen coffee and collagen protein shakes.
According to Mintel, products containing collagen are currently being targeted towards people in their twenties, thirties, and forties. However, this is likely to change, as the benefits of collagen lead older consumers to seek out these products.
3: Weight loss
Once upon a time, weight loss dominated the conversation around women’s health and was hugely influential within the food and beverage industry. But the rise of the body positivity movement shifted the focus away from ‘skinny’ and towards an acceptance of all body shapes and sizes. This led many to believe the weight-loss industry was a thing of the past...
Not so. Weight loss is back. And it’s bigger than ever.
The rise of GLP-1 drugs, such as Ozempic and Wegovy has placed weight loss firmly back into the spotlight, and this shift is having a major impact on food and beverage, as brands work quickly to produce products, which complement the new style of eating.
In 2024, food and beverage giant Nestlé announced it was launching a new line of high-fibre, protein-packed foods, specifically intended to act as a ‘companion’ for GLP-1 weight loss medication users. Called Vital Pursuit, the frozen meals range is ‘portion-aligned’ to reflect the reduced appetite of users, is high in protein, and contains vitamin A, potassium, calcium or iron. There are also gluten-free options, and some air-fryer ready items.
2: Stage-of-life support
One of the more recent developments in the women’s food and beverage health trend is the recognition that women’s bodies behave differently at different life stages and therefore the nutrients required also changes.
As a result, there’s been a noticeable increase in foods created for women going through all stages of life. And many brands are achieving this through fortification.
“Fortification is the solution here,” said Rania Abou Samra, global head of Product & Technology for Nestlé Health Science.
Brands can and are taking existing food and beverage products and fortifying them with the nutrients essential in supporting women’s health.
“We’re seeing so much growth and so much more interest in products that are specifically for women’s health” says Lynn Dornblaser, principal consultant at Mintel.
What’s more, the focus has developed beyond just addressing the symptoms of women’s life stages, such as hot flushes during menopause, and has moved onto improving the overall wellbeing of women.
“There’s a new energy and protein bar called Menowell,” says Melanie Bartelme, associate director of Mintel Food and Drink. “It’s described as being powered by maca, fibre and protein, and the maca is said to help balance hormones rather than just masking the symptoms.”
1: Gut health
It’ll come as no surprise for many that gut health has taken the top spot in the women’s health trends impacting food and beverage. This trend has dominated the industry for the past five years and its power and influence keeps on growing, now boasting a market to a value of $51.62bn, with a projected CAGR of 8.3% for the next five years, according to Grand View Research.
And the reason for this? Understanding of the importance of gut health has grown significantly since the beginning of the decade, with terms such as gut-brain axis, gut-skin axis and gut-hair axis, entering into common vernacular.
“Gut health really is an important area within food and drink, particularly functional food and drink,” says Rick Miller, associate director for specialised nutrition at Mintel.
From gut-friendly flapjacks to gut gummies, gut-friendly products are popping up all over the place, as food and drinks manufacturers seek out ways to get involved in the growing gut-health trend.
Even ice cream brand, Häagen-Dazs, has entered the gut health market, with the launch of a range of Cultured Crème products, which are said to blur the lines between yoghurt and ice cream.
