Description

This report provides comprehensive and current information and analysis of the womens’ wellness market including womens’ health market size market size, anticipated market forecast, relevant market segmentation, womens’ health market share, and industry trends for the womens’ wellness market in the US.

Current market landscape

A quarter of women prefer not to interfere with their body’s natural processes when it comes to health, meaning brands will want to promote their role in a holistic wellness journey that includes diet, exercise, and mindfulness activities.

Future market trends in womens’ wellness

Women’s wellness is in a time of transformation, which will require brands to pivot or lose out. Shifts in societal priorities and demographics, namely an aging population, are pulling the maternal journey from center stage and replacing it with issues related to menopause and aging. The menopausal audience has been long underserved and knows it. Brands that address this large cohort will be welcomed.

Another adjustment required will be responding to a younger generation with a more fluid view of gender and a large cohort of those who identify as LGBTQ+ being on the maternal journey, all of which will require brands to rethink and adapt to what it means to be a woman and what is meant by “women’s” wellness.

While product efficacy is of utmost importance among women, brands will also be expected to go beyond providing a product, to providing a measurable service, including education. There’s a call for education related to life events, before, during, and after they occur. The pandemic intensified the spotlight on health and wellness. While the wellbeing of the family remains a leading concern for women, they’re picking their heads up from the maelstrom and focusing attention on personal needs. However, many are being met by policy issues that appear to restrict their personal rights, and will look for brands to represent them, validate them, and advocate for them.

Read on to discover more about the Women’s Wellness consumer market, read our US Sleep Health Market Report 2021, or take a look at our other Healthcare and Medical Market research reports.

Quickly understand

  • Life changes and health issues experienced in the past year.
  • Products and services sought for life changes and health issues.
  • Sources of health and wellness information.
  • Factors important in choosing non-prescription health/wellness products.
  • Attitudes toward women’s health and wellness.

Covered in this womens’ wellness market report

Brands include: Always, Awesome Woman, Birchbox, Mira Beauty, Liquid Grids, Thinx, Motherhood Understood, Pure Leaf Tea, Bondi Boost, Legendairy Milk, First Response, Nutrafol, Nicole Crowder, World Market.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis to womens’ wellness market research, to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic intensified the spotlight on health and wellness, with women’s wellness being no exception. An aging population provides opportunity for brands to cater to the needs of older shoppers, looking beyond pregnancy to include the menopausal journey and other age-related issues.
Jennifer White Boehm, Director, US BPCH ReportsJennifer White Boehm
Director, US BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Category outlook, 2022-27
    • Opportunities and challenges
    • Menopausal audience is large, and growing
      • Figure 2: Life changes in past year – Menopausal (net), by age, 2022
    • There’s a whitespace for menopausal support
      • Figure 3: Products and services sought for menopausal journey, 2022
    • LGBTQ+ consumers have large presence on the maternal journal
      • Figure 4: Life changes in past year – Maternal journey, by LGBTQ+ identity, 2022
    • Convenience is key in women’s wellness
      • Figure 5: Purchase influencers, 2022
    • Women’s wellness brands have a strong need to fill among Black women
      • Figure 6: Sources of health and wellness information, by race, 2022
    • Key consumer insights
  3. Market Factors

    • Women are more likely to express worry, including those related to health
      • Figure 7: Consumer anxieties, 2022
    • Birth rate continues to decline
      • Figure 8: Annual births (000) and fertility rate, 2010-20
      • Figure 9: Percent change in number of births, by month: United States, 2019 and 2020 final and 2021 provisional
    • Increasing average age of mother at first birth points to fertility needs
      • Figure 10: Average age of mother at first birth, 1990-20
    • First-time parents likely to be less affluent, will look to cost savings
    • Women’s right to choose in jeopardy
    • Inflation requires proof of efficacy, worth to retain engagement
      • Figure 11: Consumer Price Index changes from previous year, 2020-22
    • Aging population is prime for support
      • Figure 12: Always Intimate Skincare, 2022
      • Figure 13: Population by age, 2016-26
  4. Competitive Strategies and Market Opportunities

    • 5% of CPG health launches aimed at women, leaving room to guide choice
      • Figure 14: CPG healthcare launches, by demographic target, 2020-22*
      • Figure 15: Awesome Woman, 2022
    • Include women’s wellness in holistic health
    • Building self-care into motherhood
      • Figure 16: Motherhood Understood, 2022
    • Embrace an expanded view of womanhood
  5. The Women’s Wellness Consumer – Fast Facts

    • 43% of US women are on the menopausal journey
    • Respondents on the maternal journey are spread across the stages
    • Vitamin deficiencies most common health issue among general audience
    • VMS leads for women’s wellness issues
    • Demand for education offers opportunity for brands to act as guides
  6. Life Changes in Past Year

    • Menopausal audience significantly larger than those on maternal journal
      • Figure 17: Life changes in past year, 2022
    • 45-54s are in varied menopausal states
      • Figure 18: Life changes in past year – Menopausal, by age, 2022
    • 18-24s see widest maternal range, postpartum set poised to skew older
      • Figure 19: Life changes in past year – Maternal journey, by age, 2022
    • Nearly a quarter of Hispanic respondents are on maternal journey
      • Figure 20: Rael, 2022
      • Figure 21: Life changes in past year – Maternal journey, by Hispanic origin, 2022
    • There’s a large LGBTQ+ presence on the maternal journal
      • Figure 22: Family Equality, 2022
      • Figure 23: Life changes in past year – Maternal journey, by LGBTQ+ identity, 2022
  7. Products and Services Sought for Life Changes

    • Majority of respondents on maternity journey turn to VMS, tech also ranks
      • Figure 24: Products and services sought for maternity journey, 2022
    • Menopausal market ripe for solutions
      • Figure 25: Products and services sought for menopausal journey, 2022
  8. Health Issues

    • Vitamin deficiencies most common health issue among general audience
      • Figure 26: Health issues, 2022
    • Chronic stress, hormone imbalance have outsized impact on 18-24s
      • Figure 27: Cost of no, 2022
      • Figure 28: Health issues, by age, 2022
    • Hair is an issue of standout importance among Hispanics
      • Figure 29: Health issues, by Hispanic origin, 2022
    • LGBTQ+ audience overindexes in many health issues
      • Figure 30: Health issues, by LGBTQ+ identity, 2022
  9. Products and Services Sought for Health Issues

    • One in five turns to CBD for support with health issues
      • Figure 31: Products and services sought for health issues, 2022
    • VMS struggles to resonate with younger consumers
      • Figure 32: Products and services sought for health issues, by age, 2022
    • Herbal remedies resonate with Hispanic audience
      • Figure 33: Products and services sought for health issues, by Hispanic origin, 2022
    • Acupuncture is nearly three times as popular among LGBTQ+ audience
      • Figure 34: Health and hygiene launches featuring “traditional” claims, 2022
      • Figure 35: Products and services sought for health issues, by LGBTQ+ identity, 2022
  10. Sources for Health and Wellness Information

    • Websites as popular as medical professionals as health info source
      • Figure 36: Sources of health and wellness information, 2022
    • 18-24s most likely to turn to family/friends for wellness info
      • Figure 37: The Pregnancy Hub by First Response, 2022
      • Figure 38: Sources of health and wellness information, by age, 2022
    • Only a third of Black respondents turn to medical professionals
      • Figure 39: Sources of health and wellness information, by race, 2022
    • A quarter of parents look for health information on social media
      • Figure 40: Sources of health and wellness information, by parental status, 2022
    • Social media is a leading source of information for LGBTQ+
      • Figure 41: Sources of health and wellness information, by LGBTQ+ identity, 2022
  11. Purchase Influencers

    • Convenience outranks professional recommendations
      • Figure 42: Nutrafol, 2022
      • Figure 43: Purchase influencers, 2022
    • Proof of efficacy plays a strong role in category choice
    • Convenience and backing have outsized importance for older consumers
      • Figure 44: Purchase influencers – Any rank, by race, 2022
    • Appeal to Black consumers through personalized recommendations
      • Figure 45: Nicole Crowder Collection, 2022
      • Figure 46: Purchase influencers – Any rank, by race, 2022
    • Representation is a differentiator for Hispanic shoppers
      • Figure 47: Purchase influencers – Any rank, by Hispanic origin, 2022
    • Peer recommendations hold as much sway as professionals with LGBTQ+
      • Figure 48: Purchase influencers – Any rank, by LGBTQ+ identity, 2022
  12. Attitudes toward Women’s Health and Wellness

    • There’s a need for stronger women’s health education
      • Figure 49: Attitudes toward women’s health and wellness, 2022
    • Expanded education can help broaden awareness, acceptance, and care
      • Figure 50: The Parent & Guardian’s Guide to Supporting Sex Education, 2022
    • Representation and tech can appeal to younger consumers
      • Figure 51: Attitudes toward women’s health and wellness, by age, 2022
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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