The demand for women’s health supplements is on the rise, with a focus on fertility, menopause transition, and other specific health concerns. Market research data shows that sales of women’s health supplements reached over $980 million for the 52 weeks ending Sept. 8, 2024, signaling a slight rebound after a contraction in 2023. Prenatal and postnatal supplements continue to lead the category in sales, followed by menopause and digestive health supplements.
In the prenatal and postnatal category, there has been a shift towards a more tailored approach to supplementation that recognizes the different nutrient needs during various stages of a woman’s reproductive life cycle. Companies like Perelel Health and Ritual have developed doctor-formulated solutions to support women’s health through conception, pregnancy, and postpartum. Ritual, for example, has invested in clinical trials to ensure the efficacy of their products and advance scientific research for pregnant and lactating women.
As for menopause, there is a growing demand for natural solutions to manage symptoms like vaginal dryness, low libido, and mood swings. Brands like Bonafide Health and Olly are focusing on developing specialized supplements to address these specific needs. Bonafide Health, acquired by Pharmavite, has seen strong growth in women’s health supplements and is investing in scientific research to innovate non-hormonal menopause treatments.
The Vitamin Shoppe has also expanded its women’s health product displays to include brands and products that cater to different areas of hormonal, emotional, and sexual health for women over 40. Single-ingredient menopause formulas have gained popularity, with ingredients like black cohosh and wild yam root being used to support women’s wellness needs.
In conclusion, the women’s health supplement industry is evolving to provide targeted solutions for fertility, menopause, and other specific health concerns. Companies are investing in research and development to create effective and natural products that meet the unique needs of women at different stages of their lives. With a focus on education and normalization, women’s health supplements aim to support women through every era of their lives.