Stay ahead of the curve and future-proof your business with Mintel’s Germany Women’s Health Market Report 2024. Our full report is packed with consumer-led market intelligence, women’s health trends in Germany, and an analysis of German consumer behaviour. Get a 360° view of the women’s health market in Germany including a forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- The impact of inflation on women’s health in Germany, including women’s financial status and healthcare spending.
- Common health issues experienced by women and distribution patterns depending on menstrual status.
- Most common sources used for health information.
- Behaviours towards women’s health in Germany, including level of comfort when speaking about health, health products, and peri-/menopause.
- Attitudes towards women’s health in Germany, including society’s expectations of women, their underrepresentation in medical research, and health brands’ female leadership.
- Launch activity and innovation in the women’s health market in Germany.
Current Outlook on the Women’s Health Market in Germany
49% of women in Germany think women’s needs are overlooked in medical research. Despite a more level playing field after centuries of a predominantly male focus in medicine, inequity remains persistent, leading to lower healthcare quality for women, which affects diagnosis and treatment options.
Moreover, the cost of living crisis puts more pressure on women as they deal with rising health product prices despite lower incomes. In fact, only a fraction of women in Germany expect to spend more on healthcare in 2024, despite 82% saying health is their greatest priority.
Germany Women’s Health Market Analysis: What Consumers Want and Why
- Women’s Health Trends in Germany: Health brands can assist women in aligning spending with their priorities by addressing threats from healthcare inequities. For instance, 31% of women had a health issue that was not taken seriously by others in the past, and 23% of women don’t feel comfortable speaking to healthcare professionals about their physical health, rising to 31% for mental health.
- Market Opportunities in Women’s Health in Germany: The multifaceted issues in women’s health provide brands with various angles to drive change, including better representation of menopausal women in ads, increased focus on treating female conditions such as PMS, and raising awareness about the effects of women’s health challenges in the workplace. After all, 24% of women are more likely to buy from a health brand that advocates for women than one that doesn’t.
More About This Report
This report aims to assess women’s health in Germany and related behaviours and attitudes.
Some brands included in this report:
Perelel, GSK, Pervistop, L’Oréal’s, Natural Cycles, Dr. Vegan, Veoza, Mädelsabende, Nike, Der Periodenladen, Clue, Oova, AVA, Whoop, Blackmores Probiotics+, Dr. Max, Actilife Women’s Flora, ellen, and more.
Meet The Expert
This report was written by Hannah Sandow, Principal Analyst. After joining Mintel in 2017, Hannah gained significant experience in quantitative and qualitative research working with GNDP and Mintel Market Sizes before joining the German Reports team. Drawing from her academic background in Health Science, she now researches and writes about German consumer and market trends in the Health & Wellbeing sector.
Our Germany women’s health market analysis shows that tackling women’s health in Germany is intrinsically tied to addressing gender equity, due to subpar care standards, gender data gaps, and financial disparities. Brands can advocate for women, for instance, by striving for gender equity in medical research.
Hannah Sandow
Principal Analyst – Health & Wellness, Germany
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EXECUTIVE SUMMARY
- The five year outlook for women's health
- Market context
- Address women's financial barriers to fuel health spending
- Demographic changes playing into women's health
- Bridge the gender data gap in healthcare
- Opportunities
- Help close the persistent gender data gap
- Scrap the "wait and see approach" for female health conditions
- Embrace the new wave of menstrual wellness
- Focus on sleep health support during menopause
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers' finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- The impact of the economy on women's health
- Health products and services don't escape inflationary pressure
- Help women achieve a better financial standing to allow for investments in health
- Graph 3: monthly net income by gender, 2024
- Demographics
- Women continue to face challenges in Germany
- Shifting gender distribution in Germany's ageing society
- Graph 4: projected female population by age group, 2023-43
- Acknowledge healthcare disparities among genders
- Graph 5: average cost of illness for selected cause of illness, by gender, 2020
- Consider the impact of economic uncertainty to reproductive health
- Graph 6: index of live births, 2007-22
- Healthcare
- The sad reality of the persistent gender data gap
- Tackle unconscious bias in medical care
- Gender disparities in healthcare workers impact women's quality of care
- Take steps towards inclusivity in the workplace
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WHAT CONSUMERS WANT AND WHY
- Menstrual cycle, pregnancy and childbirth
- Putting menstruation and menopause out in the open
- Embrace open conversations to drive innovation
- Graph 7: menstrual cycle, 2024
- Tap into the newfound focus on menstruation
- Put your money where others do
- Enhance menopause support for women in Germany
- Graph 8: menopause by age, peri- or postmenopause, 2024
- Prepare for an increased demand for fertility support in the future
- Graph 9: pregnancy/childbirth, 2024
- Prepare for an increased demand for fertility support in the future
- Acknowledge the psychological significance of giving birth
- Graph 10: healthcare NPD by selected claim, 2019-24
- Health issues experienced
- Sleep trumps women's health issues
- Graph 11: health issues experienced in the last 12 months, 2024
- Address the unmet needs for period pain products through botanicals
- Graph 12: treatments used for pain in the last 12 months, by type of pain experienced, 2023
- Explore more alternatives for period pain
- Health issues vary greatly depending on menstrual status
- Graph 13: health issues experienced in the last 12 months, by selected menstrual cycle, 2024
- Menopausal women in Germany face sleep challenges
- New players entering the market for hot flush medication
- Help Germany catch up on vaginal microbiome care
- Derive inspiration from the potential of probiotics in vaginal care
- Sources for health information
- Healthcare professionals are the go-to source on health information
- Graph 14: sources used for health information in the last 12 months, 2024
- Show your commitment to delivering health information to enhance customer loyalty
- Gen Z relies on social media and the internet for health information
- Graph 15: health information sought, by generation, 2024
- Validate Gen Z women's experience
- Help Gen Z navigate social media more critically
- Gear up for a long way to go in destigmatising mental health
- Behaviours towards women's health and health products
- Mental health stigma prevails
- Graph 16: behaviours towards women's health, 2024
- Close the gap for PMS treatment in Germany
- Neuroscientists press for new PMS treatments
- Continue building on phytoestrogens
- Hormonal fluctuations during the menstrual cycle prompt demand for hormone balance
- Approach cycle-synced lifestyles with caution
- Promote gender-specific healthcare more vigorously
- Shape the future of health information carefully in times of AI
- Correct the internet –  tackle gender bias before technology magnifies it
- Those affected feel largely prepared for the onset of peri- and menopause
- Graph 17: behaviours towards perimenopause/menopause, 2024
- Encourage women to share their menopause experiences
- Celebrate age more publicly
- Attitudes towards women's health
- Stop the shortcomings of women's needs in science and research
- Graph 18: attitudes towards women's health, 2024
- Work towards a better understanding of women's health issues to enhance gender equity
- Scrap the "wait and see approach" for female health conditions
- Justify higher prices by delivering what women really want
- Get women more involved in health employment to improve health outcomes
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LAUNCH ACTIVITY AND INNOVATION
- Female claims remain very low
- Deliver a new focus on sleep aids designed for women
- Graph 19: female healthcare launches by sub-category, 2019-24
- Align functional claims in VMS with women's motivation to take VMS
- Graph 20: female VMS NPD by functional claim vs motivation of VMS usage, 2019-24
- Focus on bone health to support healthy ageing in postmenopausal women
- Low-allergen and gluten-free are most frequent claims in female healthcare NPD
- Graph 21: female healthcare launches by claim*, 2019-24
- Harness the power of plants
- Shine a light on ease of use to appeal to womens' choice factors
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APPENDIX
- Appendix – abbreviations, consumer research methodology and language usage
- Abbreviations
- Consumer research methodology
- A note on language
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