Transforming Women’s Health
Women have unique health needs that require targeted solutions across all life stages. Menstrual, maternal and menopausal care, for example, are opportune areas for further expansion.
Femtech and female-oriented wellness products could transform several preventative or assistive care methods currently on the market.
of the global population are female consumers in 2024
Source: Euromonitor International, Passport Consumers
projected global growth of per capita disposable income for female consumers by 2040
Source: Euromonitor International, Passport Consumers
Women’s Health: New Treatment Solutions
% of female consumers who are looking for new methods to prevent or treat the following concerns
Source: Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded January to February 2024 (n=14,125)
Previously taboo or underserved areas—like sexual wellness, mental wellbeing and women's health—are now becoming a more critical component of the wellness journey.
Irina Barbalova
Global Lead – Health and Beauty
Pillars of women’s wellness
Physical expressions
Address physiological changes—like skin concerns, hair health, body functions or pain management—to support life-stage transitions.
$1.4 bn
projected global sales of hair loss treatments in 2024
Source: Euromonitor International, Passport Beauty and Personal Care
10%
global sales growth of women’s health supplements from 2022 to 2023
Source: Euromonitor International, Passport Consumer Health
Nutritional support
Adapt solutions, supplements and dietary options for holistic wellness—from symptom management to risk prevention to wellbeing optimisation.
Internal balance
Understand the connection between physical and psychological effects on health needs like sleep, stress or cognitive performance.
$2.6 bn
projected global sales of herbal sleep aids in 2024
Source: Euromonitor International, Passport Consumer Health
26%
global growth in travel spending on wellness products or services from 2022 to 2023
Source: Euromonitor International, Passport Travel
Lifestyle empowerment
Support a holistic wellness approach across daily routines and activities—like fitness, travel or sex—at various life stages.
New product launches in women’s health
4 Her launched four new vitamins—Hormonal Balance, Menopause, 50+ and PMS—that target specific areas of women’s health. These products first appeared online last year on Lyko’s website in Sweden and Norway.
new product launches in the vitamins and supplements category were detected online in 2023
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Skin care brand No7 launched its Menopause Skincare line in 2022 with three new products first detected online in the US on Walgreens’ website. National e-commerce distribution expanded with Ulta, Walmart and Target; then, products from this line began appearing across Europe.
No7 is one of the few skin care brands tracked that introduced, named and positioned facial treatment products around menopausal care in recent years.
new product launches in the moisturisers and treatments category were detected online in 2022
Source: Euromonitor International, Passport Innovation (based on data update in April 2024)
Advancements in women’s health
Menopause management
Issviva, a UK brand from global hygiene player Essity, partnered with Joylux to create the first at-home device that uses red-light therapy, gentle heat and vibration to rebuild vaginal tissue.
Health diagnostics
Femcare brand Daye created the first CBD-coated tampon and offers an at-home vaginal microbiome test that uses tampons for screening.
Personalisation
UK startup Womco provides the female workforce with personalised solutions like nutrition recommendations and symptom tracking to manage hormonal health concerns.
Digital therapeutics
Digital platform MamaLift gives new or expecting mothers customised behavioural and mental health support to help reduce anxiety and the risk of postpartum depression.
Femtech partnerships
Fermata is an online marketplace that partners with femtech brands in Japan and Singapore to build a hub of curated solutions for feminine care.
Recommendations and opportunities
Consider female-oriented wellness needs—rather than symptoms or conditions in isolation—and assess your current product portfolio for expansion opportunities.
Tailor products or services to address concerns at various life stages.
Design lifestyle-centric health solutions that fulfil unmet or underserved needs.
Adopt a science-first approach for trusted credibility; use technology to improve connected care and diagnostics.
