As consumer trends in women’s health and nutrition evolve, new opportunities are emerging to address these needs with innovative women’s nutrition products.
Trending priorities for women today
Health and wellness have become top priorities for women today, with many seeking products and advice to help address their concerns. Since women’s health trends are continuously evolving and given that priorities differ among segments, consumer insights can reveal valuable information that supports brands to tailor their products and strategies to meet the needs of their consumers.
Mental health, stress management, weight, and sleep quality, in addition to physical health, are all concerns on women’s minds right now. However, to optimise their messaging and product offerings, brands should know that some differences exist between the generations. For example, mental health is a key priority for Gen Z and Millennial women, while weight management is prioritised by Gen X women.
Top 3 Health and wellness priorities for women by generation
| Gen Z | Millennials | Gen X | Boomers | |
|---|---|---|---|---|
| #1 | My mental health | Managing my stress levels | My weight | Healthy heart/blood pressure |
| #2 | My physical health | My mental health | My physical health | My physical health |
| #3 | My weight | My weight | My mental health | Longevity/long health life |
In this story we explore some of the top women’s health trends brands should know, along with innovative nutritional solutions and approaches that can address them.
1. Energy concerns for women
A significant proportion of women struggle with low energy, including 46% of Gen Z, 42% of Millennial, and 48% of Gen X women (1). Feeling low in energy makes it a challenge to complete daily tasks and is highly correlated to poor sleep, immune and digestive issues and low fitness.
Energy products for women feature natural caffeine sources like green tea or coffee extract, especially in low sugar formulations, often with added vitamins and minerals. Some energy drinks targeting women are packaged in small, slim, pastel-coloured cans to distinguish them from traditional energy drinks, which may be associated with artificial ingredients and high caffeine levels.
There is a spectrum of energy needs that can be addressed, however, ranging from a quick burst of energy to sustained energy for the day. Also, some women want energy products to help them recover their energy after it drops (like an afternoon snack or a post-workout shake), while others seek solutions to prevent energy dips altogether. These women are often mindful of glycemic index and prefer products with protein and fibre, rather than caffeine-based products.
2. Women's health issues
More than one-quarter of Gen X and Boomer women and one-third of Gen Z and Millennial women think doctors and other health professionals don’t understand enough about women’s health issues (2). This points to an opportunity for brands to connect with women by providing clear, accurate information on key health issues and offering innovative science-backed solutions.
There is significant potential in reproductive health products that offer targeted nutritional support during menstruation and perimenopause to prevent nutrient deficiencies (particularly of iron, calcium, and vitamin D), as well as functional ingredient benefits to manage energy and mood.
44% of Millennial and 50% of Gen X women want to know more about how nutrition and supplements can help perimenopause, while 55% of Gen Z women would like to learn more about how the menstrual cycle impacts how they feel when exercising at different time of the month (3). Another opportunity area is healthy aging products for women that include heart, bone, and cognitive health support ingredients, which can be added with a custom blend.
3. Stress management
Three out of ten women currently suffer from stress or anxiety, with the highest rates occurring among the younger generations (4). Uncertainty about the political economy, rapid changes in technology and lingering societal effects of the pandemic have all added to the typical daily stresses that women experience.
Many women today intuitively understand that managing stress requires a holistic approach—encompassing balanced nutrition, regular exercise, healthy sleep, and more—and are open to ideas and products that can help them restore the feeling of physical and mental wellness.
Products positioned for stress management that feature terms like “calming,” “balance,” or “total wellness” can resonate with these consumers. One formulation approach is to add ingredients for relaxation, such as L-theanine and chamomile, or sleep support, such as tryptophan and melatonin. Botanical adaptogens like ashwagandha and Rhodiola, associated with traditional herbal medicine and helping the body adapt to stress, are also becoming popular choices.
4. Weight management through exercise
Losing weight is the top motivation for exercising for Gen Z, Millennial and Gen X women (5). By contrast, the leading exercise drivers for men are muscle and strength building (for Gen Z) and heart health (for the other generations) (6).
Top 2 reasons women exercise by generation
| Gen Z | Millennials | Gen X | Boomers |
|---|---|---|---|
| To lose weight (32%) | To lose weight (34%) | To lose weight (39%) | To keep my heart healthy (37%) |
| To reduce stress/improve my mental health (25%) | To reduce stress/improve my mental health (27%) | To keep my heart healthy (26%) | To have an active/healthy lifestyle (33%) |
Source: Glanbia Nutritionals, Health & Wellness Consumer U&A Study, 2023
This strong interest in weight management through exercise is creating R&D opportunities in women’s nutrition products formulated for workout support, muscle recovery, and satiety, as well as those that can support different diets, whether it’s an amino acid-rich intermittent fasting workout beverage or a no-sugar keto bar with MCTs.
Though calories and added sugars must be kept in check, traditional low calorie, low-sugar weight loss products are not adequate to support active weight loss needs. This is creating demand for science-backed, functional ingredients like capsaicin which influences metabolism and fat accumulation, capsaicin alternatives like synthetic dihydrocapsiate which can be found in CapsiAtra®, and Prolibra®, a whey protein-based ingredient that helps women maintain their lean muscle during their weight loss journey.
Women’s varying calorie needs
With weight as such an important concern for women, a product’s calorie content should always be considered when formulating any type of female nutrition product. The recommended caloric intake is lower for sedentary lifestyles than for more active lifestyles, though ingredients to promote satiety, such as protein and fibre, are important for both.
In addition, since calorie needs decrease with age as metabolism slows, senior nutrition products for women should contain fewer calories than products for younger women, while still hitting nutrient targets for protein, fibre, vitamins and minerals.
Macronutrients for women
Protein is a high-priority macronutrient that is essential to build and maintain muscle mass and strength, for repair and recovery after exercise and to support an active lifestyle throughout the later years. Women should aim for at least 46 grams of protein per day (7). Requirements for carbohydrates, the body’s primary fuel, also remain steady throughout life, at 130 grams per day (8).
Fibre, which reduces the risk of chronic diseases—from Type 2 diabetes to cardiovascular disease to certain cancers—is under consumed by most American women (and men). Women’s fibre needs start at 28 grams daily and decrease slightly over time (9). Claims of high fibre and protein have great appeal on women’s health and nutrition products.
Women of every age should strive to keep their fat intake within 20-35% of the day’s calories and limit their saturated fat and added sugar intake to 10% of their daily calories (10). No, low, and reduced sugar formulations have become popular in a wide range of categories, including nutrition bars, meal replacement shakes and ready-to-mix beverages.
Micronutrients for women
Some of the most important micronutrients for women are calcium and vitamin D, which are critical to maximising bone density to mitigate the risk of osteoporosis later in life. Both are dietary components of public health concern due to current low intakes and the associated health risks. Women’s daily calcium requirements are 1,000 mg through age 50 and then increase to 1,200 mg, while their vitamin D requirements are 600 IU through age 70 and 800 IU thereafter (11).
Women must also ensure sufficient iron intake to reduce the risk of symptoms stemming from iron deficiency anemia, such as fatigue and weakness. Iron requirements are high (at 18 mg) for women through age 50 and then drop to 8 mg (12). Both iron and potassium (which help maintain healthy heart function) are nutrients of concern in the US due to underconsumption.
Formulation strategies include complete nutrition products with a balance of essential vitamins and minerals—especially in alternative formats like gummies, drink mixes, and bars for an enjoyable experience that addresses pill fatigue—or more focused nutrition products facilitated by innovative ingredients. For example, FerriUp® is a whey protein ingredient rich in lactoferrin and vitamin B12 for active women, while TruCal® is a milk mineral complex that provides the full range of minerals that bones need. TruCal is a milk mineral complex that provides the full range of minerals that bones need.
Women’s health and nutrition ingredient solutions
Staying ahead in R&D, with a comprehensive understanding and innovative approaches to women's health and nutrition, is key to meeting women's real needs and advancing the category. Glanbia Nutritionals offers a wide range of nutritional and functional ingredients to help companies create better products for women at all stages of life. Learn more about Glanbia Nutritionals' insights and products here.