The UK Women’s Health Market Report examines the impact of inflation on financially vulnerable women, attitudes towards women’s health issues, and opportunities for brands to appeal to women. This report covers the latest industry trends and consumer behaviour for the UK Women’s Health Market.
UK Women’s Health Market Overview
Inflation has caused challenges for all but the wealthiest consumers. In particular, women in vulnerable financial situations report much poorer physical and mental health. This makes for a stark situation for this group. ONS data from 2018-20 revealed that females living in the most deprived areas of England live an average of eight years less than females living in the least deprived areas.
When seeking physical health advice, women of all ages overwhelmingly favour their GP in terms of trust when compared with other means of seeking advice. When narrowed down to Gen Z women, this age group uses less traditional sources to seek information on physical health.
In terms of mental health, young women appear to be disproportionately affected. Nearly a third of women aged 18-24 have poor mental health, where women aged 55+ experience this much less. Young women also report a greater number of lifestyle factors that cause them stress and anxiety. For example, over half of Gen Z women say their body image causes them stress and anxiety, and many report their social media usage as a source of negative emotions.
Women’s Health Market Trends and Opportunities in the UK
Awareness of the importance of sleep has grown in recent years, spurred by the increased time spent at home during the pandemic. Women in the UK are more focussed on getting enough sleep compared with other priorities. This signals a great opportunity for wearable tech brands and apps that incorporate female-specific health metrics into their sleep-tracking technology.
Almost half of women do not currently talk to their friends about menstruation or the menopause, raising an opportunity for brands to help spark the conversation on female health between friends. Employers can also pave the way for supporting menopausal and perimenopausal women through practical and inclusive workplace policies, such as flexible working arrangements.
- Women’s health trends: 72% of women prioritise getting enough sleep, compared with 47% prioritising exercise.
- Women’s health market challenges: Almost half of women (45%) consider their finances to be a cause for their stress or anxiety.
Women’s Health in the Future
There is a unanimous call among women for women’s health to be taken more seriously by doctors. In response to this pressure, the Department of Health and Social Care (DHSC) published its Women’s Health Strategy for England in August 2022. As part of this strategy, all new medical students and doctors will complete mandatory women’s health training from 2024.
Further education and awareness is needed, as well as action to dismantle the barriers menopausal women face in society and at work.
To discover more about the health market in the UK, read our UK Men’s Health Market Report, or take a look at our extensive Health and Wellbeing Market Research.
Quickly Understand
- Market factors impacting women’s health
- Women’s physical and mental health
- Factors causing women to experience stress and anxiety
- Health areas of focus for women
- Women’s openness to talk about health issues with a doctor
- Sources of physical health advice that women trust
- Attitudes towards women’s health issues, including menstruation, perimenopause and the menopause, and women’s health in the workplace.
Covered in this Report
Brands: BEAT, Headspace, Saucony, Dove, Maybelline, Davina McCall’s ‘Sex, Myths and the Menopause’, Hearst UK, and more.
Expert Analysis from a Consumer Specialist
This report, written by Francesca Smith, a leading analyst in the Consumer Lifestyles sector, delivers in-depth commentary and analysis to highlight women’s health market trends, and add expert context to the numbers.
The cost of living crisis will disproportionately impact the physical and mental health of women from poorer backgrounds, while also pushing health products and services further down consumers’ priority lists. There is opportunity, though, for brands to stand out by shining a light on women’s health issues that have been side-lined for too long. Specifically, brands should help break down taboos and spread awareness of the perimenopause and menopause and the impact these have on a women’s health and life, as well as help remove barriers for perimenopausal and menopausal women in society and at work.
Francesca Smith
Senior Consumer Lifestyles Analyst
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Overview
- Key issues covered in this Report
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Executive Summary
- The market
- The UK’s ageing population
- Figure 1: UK population, by age, 1980-2060
- Consumer financial wellbeing declining as inflation rises
- Figure 2: Household financial wellbeing index, 2016-22
- Women have a number of inflation-related concerns
- Figure 3: Issues faced by consumers in the last two months, by gender, 2022
- Women are living longer, but many in poor health
- Figure 4: Female overweight and obesity prevalence, by age, England, 2019
- The consumer
- Most women feel physically healthy
- Figure 5: State of women’s physical health, 2022
- Two thirds of women have good mental health
- Figure 6: State of women’s mental health, 2022
- Finances are at the top of women’s long list of concerns
- Figure 7: Factors influencing women’s experience of stress or anxiety, 2022
- Women are prioritising sleep health
- Figure 8: Health areas of focus for women, 2022
- Women feel most comfortable discussing serious illnesses with a doctor
- Figure 9: Level of comfort discussing health issues with a doctor, 2022
- Women prefer traditional medical expertise for physical health advice
- Figure 10: Trusted sources of physical health advice for women, 2022
- Women want better and earlier education on the perimenopause
- Figure 11: Women’s attitudes towards menstruation, perimenopause and menopause, 2022
- Flexible working policies for perimenopausal and menopausal women
- Figure 12: Women’s health in the workplace, 2022
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Issues and Insights
- The cost of living crisis threatens to exacerbate health inequalities
- Young women’s mental health is a serious cause for concern
- Women’s health issues are taking centre stage
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Market Drivers
- UK population growth projected to slow over the next two decades
- Figure 13: UK Population, 1993-2043
- The UK’s ageing population puts increasing pressure on health and social care
- Figure 14: UK population, by age, 1980-2060
- Inflation will continue to be the key concern for consumers and brands in 2023 …
- … and women are more exposed to price rises
- Figure 15: Issues faced by consumers in the last two months, by gender, 2023
- Consumers’ financial wellbeing has fallen and will impact discretionary spend
- Figure 16: Household financial wellbeing index, 2016-2022
- UK population growth projected to slow over the next two decades
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Female Health Factors
- UK population is living longer, but many are in poor health
- Figure 17: Female overweight and obesity prevalence, by age, England, 2019
- Young women’s mental health crisis
- Brands can help end the taboo of the ‘M word’
- UK population is living longer, but many are in poor health
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Women’s Physical Health
- Two thirds of women are in good physical health
- Figure 18: State of women’s physical health, 2022
- Age is just a number …
- Figure 19: State of women’s physical health (NET), by age, 2022
- … but financial situation has a much greater influence
- Figure 20: State of women’s physical health (NET), by financial situation, 2022
- Two thirds of women are in good physical health
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Women’s Mental Health
- The majority of women have good mental health
- Figure 21: State of women’s mental health, 2022
- … but nearly a third of young women struggle
- Figure 22: State of women’s mental health (NET), by age, 2022
- Financial situation has a direct impact on mental health
- Figure 23: State of women’s mental health (NET), by financial situation, 2022
- Physical and mental health are inextricably linked
- Figure 24: Women’s mental health (NET), by women’s physical health (NET), 2022
- The majority of women have good mental health
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Factors Influencing Experience of Stress and Anxiety
- Women have a long list of concerns, but finances come out on top
- Figure 25: Factors influencing women’s experience of stress or anxiety, 2022
- Young women are anxious about many things in their lives
- Figure 26: Factors influencing women’s experience of stress or anxiety, by age, 2022
- Gen Z women battle body image pressures
- Brands can do more to ease the pressures on young women
- Figure 27: Body image as a source of stress or anxiety for women, by generation, 2022
- Mothers feel the heat at home
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- Figure 28: Childcare/household responsibilities as a source of stress or anxiety for women, by parental status, 2022
- Women have a long list of concerns, but finances come out on top
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Health Areas of Focus
- Sleep is the top priority for women
- Figure 29: Health areas of focus for women, 2022
- Unlock the potential of smart sleep aids for women’s health
- A need for more inclusive fitness environments
- Figure 30: Selected health areas of focus for women, by state of physical health, 2022
- Gut health is rising up the priority list
- Figure 31: Share of total UK food launches with a functional digestive claim, 2016-22
- Sleep is the top priority for women
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Openness to Talk about Health Issues
- Two thirds of women feel comfortable talking about serious illnesses
- Figure 32: Level of comfort discussing health issues with a doctor, 2022
- Young women most uncomfortable opening up about menstrual and mental health
- Figure 33: Women who feel uncomfortable talking about health issues with a doctor, by generation, 2022
- Empower women to manage their sexual health
- Figure 34: Women’s level of comfort discussing their sexual and reproductive health (excluding menstruation and menopause) with a doctor, by age, 2022
- Two thirds of women feel comfortable talking about serious illnesses
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Trusted Sources of Physical Health Advice
- GPs are most trusted source of physical health advice
- Figure 35: Trusted sources of physical health advice for women, 2022
- Gen Z women more likely to turn to alternative sources
- Figure 36: Trusted sources of physical health advice, by generation, 2022
- Health retailers can bring menopausal support to the high street
- Figure 37: Perimenopausal and menopausal product launches, 2022
- GPs are most trusted source of physical health advice
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Attitudes towards Menstruation, Perimenopause and the Menopause
- Unanimous call for women’s health to be taken more seriously
- Figure 38: Women’s attitudes towards menstruation, perimenopause and menopause, 2022
- Earlier education of perimenopause will improve experience
- Figure 39: Agreement with “I know the common symptoms of the perimenopause”, by age, 2022
- Menopause education and treatment needs to be accessible to all
- Figure 40: Women’s health – CHAID – Tree output, December 2022
- Spark conversations on menstruation and menopause among friends
- Unanimous call for women’s health to be taken more seriously
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Women’s Health in the Workplace
- Employer education needed on menstruation, perimenopause and menopause
- Figure 41: Women’s health in the workplace, 2022
- Flexible working policies for menopausal women
- Employer education needed on menstruation, perimenopause and menopause
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Methodology
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