FMCG Gurus’ consumer insights show that around two-thirds of women globally consider themselves to be in good health, a figure that has remained consistent compared to two years earlier. Although women remain committed to staying fit and active until as late in life as possible, they face significant challenges including high costs associated with health products and busy lives impacting eating and drinking habits. Attitudes are shifting towards a greater emphasis on a ‘back to basics’ approach to health and a growing interest in products that support perimenopausal, menopausal and postmenopausal health.

Women are more likely to be taking a back to basics approach towards improving their health over seeking out specialist advice, suggesting that they feel some health concerns can be self-inflicted and can be addressed relatively easily. Three major priorities for women are improving mood, immune health and digestive health. To achieve these goals, women are making dietary changes, improving their sleep health and increasing exercise levels.

Emotional wellness is being recognized as equally important as physical health for overall long-term well-being. In today's fast-paced world, global instability, financial insecurity, and personal pressures are increasingly affecting women’s stress levels, leading to heightened feelings of anxiety and dissatisfaction with emotional wellness. Chronic stress can profoundly impact many aspects of women’s lives, including sleep patterns, energy levels, fertility, and sex drive, contributing to a cycle of negative health outcomes. As six in ten women actively seek ways to improve their stress levels, the concept of mood enhancement is becoming a key driver of consumption habits over the next twelve months. This growing awareness of emotional health will significantly boost demand for innovative products designed to offer a clean energy boost, help improve sleep hygiene, and promote rest and relaxation. Companies in the food and drink markets are likely to tap into this trend, developing products that cater specifically to the emotional wellness needs of women, thus creating new opportunities within the market.

In our ageing society, the proportion of women who are approaching or experiencing menopause, or who are classified as post-menopausal, continues to grow at a significant rate. This demographic shift represents a crucial segment of the health and wellness market, as menopause symptoms can deeply impact overall quality of life. Many women are actively seeking out food, drink, and supplements formulated to help manage these challenging symptoms. The most commonly experienced symptoms reported by women include mood swings (61%) and other mental health-related problems such as anxiety and depression (59%). When surveyed about what steps they were taking to mitigate these symptoms, women were most likely to say they have increased their intake of vitamins and essential nutrients (75%), while also focusing on improved dietary habits. Many are enriching their diets with more fresh fruits and vegetables, while being mindful to reduce sugar intake, recognizing the profound relationship between nutrition and emotional well-being during this transitional phase of life.

Currently, only one in five menopausal women are aware that probiotics can help to manage symptoms effectively, despite probiotics being well known to the general public for their health benefits. Interestingly, one in two women express that they find the idea of supplements specifically designed for symptom management to be appealing. This indicates a significant opportunity for innovation within the functional products market. Companies can develop new and targeted products aimed at addressing the needs of women who are either perimenopausal, menopausal, or post-menopausal. Additionally, there is a pressing need for education in this area, informing women about how they can utilize functional products to improve their quality of life during this transitional phase. By raising awareness and providing effective solutions, the health and wellness industry can empower women to take charge of their health and manage challenging symptoms associated with menopause, ultimately enhancing their overall well-being.

In an era of rising prices and economic uncertainty, women are taking a more considered approach to their spending, carefully scrutinizing whether products represent good value, are genuinely effective, and are essential to their needs. This shift in consumer behavior reflects a growing emphasis on practicality and informed decision-making when purchasing. As a result, women are increasingly seeking out functional products that offer multiple benefits, driven by the association of such products with maximum efficacy and overall value. Concurrently, there is a heightened demand for reassurance regarding health claims and product effectiveness. Women want to ensure that brands provide credible scientific evidence to support the benefits cited. This need for transparency and accountability is reshaping the marketplace, causing brands to engage in more research and communication strategies that clearly demonstrate how their products can meet the health and wellness needs of consumers, particularly in a time when financial considerations are paramount.

Older women are actively seeking to break age-related stereotypes as they embrace a “forever young” ethos, which emphasizes vitality and resilience. They take a proactive approach to their health, focusing on wellness and maintaining an active lifestyle. Many of these women have good levels of disposable income, which they are willing to invest in functional products designed to support their fitness and overall well-being. As such, it is essential for brands to target this demographic with positive marketing messages that resonate with their aspirations and goals. By doing so, brands can avoid negative connotations or outdated stereotypes that may discourage women from making purchases. Empowering older women through messaging that celebrates their strength, independence, and vitality can help foster connection and brand loyalty. This shift in marketing strategy not only benefits consumers but also provides brands with the opportunity to tap into a market that values quality, efficacy, and positive representation.

In conclusion, the health and wellness market for women is undergoing a transformative shift driven by changing attitudes, economic factors, and increased awareness of the importance of functional products. Women today are not only more educated about their health needs but also more proactive in seeking solutions that support their physical and emotional well-being. As they embrace a "forever young" mindset, the demand for products that offer tangible benefits in managing menopause-related symptoms, boosting mood, and enhancing overall health will only grow. Brands that engage in transparent marketing practices and provide scientific backing for their claims will likely thrive in this competitive landscape. By embracing positive messaging that empowers women and challenges stereotypes, companies can foster a loyal customer base while positively impacting the quality of life for women navigating the complexities of aging. The future of women's health lies in understanding and responding to their diverse needs.