The Evolution of Women’s Health Supplements: What’s Next?

The women's health market is undergoing a significant transformation. Historically perceived as a niche market focused on maternal and gynecological health, women are now demanding it  evolve to address a broader range of health issues that they face.¹ At Kemin, we are at the forefront of this change, providing innovative ingredient solutions that support the women’s health journey.

Women represent half of the global population and make 80% of consumer healthcare purchasing decisions making them a driving force of this market.¹ Despite this, only 5% of all supplements launched between 2021 and 2023 were targeted towards women, with 40% of these focusing on pregnancy, breastfeeding, and sexual health.² And yet, the top health areas women are looking to improve over the next year are their general wellness, stress  levels, mental health, immune support, and digestive health.³ The narrow focus on maternal and gynecological health overlooks the broader health needs that women are seeking.

Moreover, the existing market often overlooks the fact that women turn to vitamin, mineral and supplement (VMS)  products for support beyond pregnancy and menopause. Approximately 59% of women of women are likely to seek VMS for health issues outside of pregnancy and menopause.⁴ This indicates a significant reliance on dietary supplementation to address various health concerns and lifestyle transitions. And yet the market isn’t providing what women are seeking today.

Addressing the Paradoxes

Over the series we have explored the Health Span Paradox, the Scientific Paradox and the Market Paradox and how these paradoxes are impacting the current state of women’s health. From exploring the disproportional health burden on women to the lack of research with women to the narrow focus of women’s health supplements, the category has a lot of challenges to overcome. Women’s health is an area of excitement and opportunity that is primed for change. 

Women are demanding more from the products and brands they choose to purchase. Collaborating with partners who share a vision and inspiration for the future of women’s health is pivotal for achieving success. Kemin is at the forefront of this change, prioritizing women in every aspect of our business. We’re continuously diving into the complexities of women’s health, exploring the paradoxes inherent in its understanding, and advocating for a holistic approach that ensures women have the individualized health support they need at every stage of life.

Discover Kemin's innovative portfolio of ingredients for women's health by visiting kemin.com.

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References:

1. McKinsey & Company. (2022, February 14). Unlocking opportunities in women’s Healthcare. McKinsey & Company. https://www.mckinsey.com/ industries/healthcare/our-insights/unlocking-opportunities-in-womens-healthcare
2. Innova Market Analysis. March 8, 2024.
3. FMCG Gurus, Global Report, Women’s Health, March 2024.
4. U.S. Women’s Wellness Market Report 2022. Mintel . (2024, February 7). https://reports.mintel.com/display/1104623