US Women’s Wellness Consumer Report 2025
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More women are focusing on staying ahead of their health by looking for products and services that fit easily into their routines. They want options that feel personal, are easy to use, and support both their current needs and long-term goals.
Younger generations like Gen Z and Millennials are leading the charge in the wellness sector with their love for technology. Tools like wearables help them stay on track while juggling busy schedules and trying to maintain their energy. On the other hand, older women often focus on managing physical changes and staying independent using trustworthy products and brands.
A key opportunity for category players lies in creating specialized solutions that cater to each stage of a woman’s life. Whether it’s tools to help younger women manage hormonal changes or products designed for the unique needs of certain life stages, brands need to understand and address these transitions.
US Women’s Wellness Consumer Report – What’s Inside?
Key Topics Analysed in the Report
- Attitudes toward women’s wellness and hormonal health
- Market dynamics including economic conditions and consumer confidence
- Consumer insights on menstruation, fertility, and menopause
- Longevity health concerns and product selection factors
- Innovation and marketing strategies in women’s health and wellness
Report Scope
This Report examines life stages and health topics that are distinct to women, focusing on the resources they seek to educate themselves about their wellbeing and the products they use to address specific needs at each stage. It explores women’s attitudes toward health and wellness offerings in relation to their current life stage, providing insights to help brands better connect with female consumers while identifying unmet needs and opportunities in the market.
Meet the Expert Behind the Analysis
This report was written by Lindsay Cameron. Lindsay joined Mintel in 2023 as a Health and Wellness Research Analyst. She has a master’s in Marketing Research from Michigan State University and a bachelor’s in Marketing from Arizona State University. Prior to joining Mintel, she conducted consumer research for a DTC ad agency and began her career in pet retail.
Brands must tailor wellness solutions to women’s unique needs across life stages, empowering them with personalized care through every transition.
Lindsay Cameron
Analyst – Health & Wellness
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Make health and symptom management more proactive
- Connect longevity with immediate benefits
- Help reduce feelings of isolation that come with age through building community
- Graph 1: attitudes toward women’s wellness communities, by age group, 2024
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MARKET DYNAMICS
- Market context
- Market drivers
- Women are feeling less financially confident post-election
- Graph 2: expect personal wealth to grow in the next four years, by gender/race/ethnicity, 2024
- Ambiguity surrounding the future of women’s healthcare access
- Menstrual periods are arriving earlier for younger generations, especially among racial minority and lower-income individuals
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CONSUMER INSIGHTS
- Consumer fast facts
- Life changes and menstruation status
- Offer support to women’s needs at every life stage
- Leverage the growing acceptance of taboo subjects to inform and discuss women’s health issues
- Address shifting hormonal health needs for menopausal audiences
- Graph 3: current menstruation status, by age, 2024
- Prepare to aid mothers utilizing IVF
- Graph 4: trying to conceive, pregnant, or post partum, by age, 2024
- Connect with the growing Hispanic mom market through supportive solutions
- Graph 5: trying to conceive, by ethnicity and age, 2024
- Create welcoming spaces for trans men navigating pregnancy
- Side effects and health issues
- Sleep and low energy surpass women’s wellness issues
- Graph 6: symptoms experienced in the past 12 months, 2024
- Health issues vary greatly depending on menstrual status
- Graph 7: symptoms experienced in the past 12 months, by life stage, 2024
- Design symptom-focused products that are both effective and enjoyable for consumers 18-24
- Graph 8: symptoms experienced in the past 12 months, by age group, 2024
- Make period symptom management more proactive
- Graph 9: when menstrual pain is treated, by females ages 18-34, 2024
- Making menstrual pain easier and more enjoyable to manage proactively
- Help menopausal women maintain their weight
- Support women through every step of the motherhood journey
- Graph 10: symptoms experienced in the past 12 months, by maternal life stage 2024
- Longevity health concerns
- Provide solutions to women’s top long-term health concerns
- Graph 11: longevity health concerns, 2024
- Empower purpose and foster long-lasting independence for senior women
- Graph 12: longevity health concerns, by age group, 2024
- Deliver long-lasting energy to keep momentum going for consumers under 45
- Graph 13: longevity health concerns, by age group, 2024
- Harmonize pro-aging with preventive care solutions
- Combine “treat” foods with filling ingredients to curb cravings for women ages 55-64
- Link menopause management to promoting healthy aging
- Help moms reclaim their sexual health
- Factors for product selection
- Above all, consumers look for safety through healthcare providers and ingredients
- Graph 14: factors for product selection, 2024
- Synchronize messaging and product features with age group priorities
- Graph 15: factors for product selection, by age group, 2024
- Create tailored solutions for menopausal and maternal life stages
- Helping women create tailored plans or offering specific products to give them more control over their health
- Support during transitional life changes
- Aim to close the educational gap during significant life transitions, as women want to manage and understand their symptoms
- Women’s support needs vary across different life stages
- Graph 16: support during transitional life changes NET – any rank, by feminine life stage, 2024
- Tailor fitness and nutrition to women’s life stage to maximize emotional and physical benefits
- Support women’s mental needs during transitional periods
- Attitudes toward hormonal health
- The critical role of hormonal health in overall well-being
- Find solutions for issues that disrupt hormone levels
- Approach conversations about hormonal health in ways that resonate with women at different life stages
- Graph 17: attitudes and knowledge toward hormonal health, by age group, 2024
- Break through the noise of social media hormonal health trends
- Graph 18: attitudes and knowledge toward hormonal health, by generation, 2024
- Cycle-based lifestyles may be trendy, but they aren’t maintainable for a majority of consumers
- Help navigate fertility challenges as the age of pregnancy ages
- Graph 19: attitudes and knowledge toward hormonal health, by life stage, 2024
- Get younger consumers to think more about their hormonal health before perimenopause starts
- Educate consumers about menopausal hormones and their effects on the body and mind
- Attitudes toward women’s health and wellness
- Offer education on women’s health during transitional phases and encourage a more proactive approach to health
- Graph 20: attitudes toward women’s health and wellness, 2024
- Focus on educating about hormonal health management to prepare for menopause
- Build confidence in the ingredients of your menstrual hygiene products
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- DexCom and Oura will combine health data to improve metabolic health
- Bayer makes strides in hormonal health management
- Functional claims are increasingly prominent in new product development
- Graph 21: female healthcare launches by claim, 2020-24
- Marketing and advertising
- Universal Standard’s Fit Liberty collection is designed to accommodate the changing needs of women during various stages of life
- Olly pairs new launch alongside menopause support policy
- Dove addresses the impact of AI on women’s self-esteem and wellbeing
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APPENDIX
- Market definition
- Consumer research methodology
- Consumer qualitative research methodology
- Life stage NET’s
- Generations
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