Stay ahead of the curve and future-proof your business with Mintel’s US Women’s Wellness Report 2024. Our full report is packed with consumer-led market intelligence, the latest wellness market research, trends and consumer behaviors affecting your business. Get a 360° view of the women’s wellness market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics. 

Topics Analyzed in this Report

  • Women’s life changes and menstruation status.
  • Side effects experienced by women in different lifestages.
  • Information sources for health and wellness information.
  • Factors considered when selecting period products.
  • Attitudes toward menstruation and menopause.
  • Attitudes toward women’s wellness.

Women’s Wellness Market Outlook

Women continue to become more familiar and comfortable with understanding how to manage their symptoms from their current lifestage as a result of more education and social destigmatisation. Brands have an opportunity to assist with continued education.

  • Wellness market trend: 48% of women agree that there is a need for better education on women’s health before, during, and after major life changes.

Women’s Wellness Market Trends, Opportunities and Challenges

Social media becomes a voice of reason

Millennials have increasingly developed higher trust in the information that they receive through social media regarding their health. Brands wanting to leverage social media will need to be able to combat misinformation to be able to make themselves seen as figures of authority.

  • Wellness market behavior: 47% of Millennials think that YouTube is a good resource when they want to learn about something

Help prepare women for shifts in symptoms

Menopausal women struggle with the rapid change of symptoms that they experience in a short amount of time, which can also impact their mental health and stress levels. Brands can help cater to this group’s needs by offering solutions that are fast-acting and symptom-based.

  • Wellness market statistics: 28% of women who have experienced menopause were prepared for what menopause would be like before experiencing it.

Purchase our US Women’s Wellness Market Report to receive a five-year forecast, consumer behavior analysis, and recommendations for market opportunities. Readers of this report may also be interested in our US Sleep Health Market Report 2023, or our range of Health and Wellbeing Market Research.

Brands Featured in the Full Report

Clearblue, Herself Health, Oura Ring, Stripes, MysteryVibes.

Additional Features Included with Your Purchase

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Expert Insights from a Health Analyst

This report, written by Lindsay Cameron, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the women’s wellness market and add expert context to the numbers.

Education is a crucial element to help reduce shame and help empower women to seek relief instead of opting to deal with struggles on their own.

Lindsay Cameron

Lindsay Cameron
Health & Wellness

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Consumer fast facts
    • Life changes and menstruation status
    • Near split between women who do and don't menstruate
    • Graph 1: current menstruation status, 2023
    • Ages 45-54 have the widest variance in lifestage
    • Graph 2: life changes experienced in the past year – menopausal, by age, 2023
    • Menopausal audience larger than maternal journey audience
    • Graph 3: life changes in the past year, 2023
    • 25-34 year olds are the primary audience in the maternal journey
    • Graph 4: life changes in past year – maternal journey, by age, 2023
    • Increase in women 18-34 opting to have children
    • Graph 5: life changes in past year – maternal journey NET, by age, 2022-23
    • Maternal journey doesn't have to equal "traditional" values
    • Graph 6: life changes in past year – maternal journey, by LGBTQ+, 2023
    • Side effects and health issues
    • Vitamin deficiency is the most commonly faced issue by women
    • Graph 7: women's health issues and side effects experienced in the past 12 months, 2023
    • Women's health issues vary by age
    • Graph 8: women's health issues and side effects experienced in the past 12 months, by age, 2023
    • Vitamin deficiency affects nearly a third of women 18-44
    • Graph 9: women that have experienced vitamin deficiency in the past 12 months, by age, 2023
    • Younger women experience mental health issues at higher rates
    • Graph 10: select mental health issues experienced in the past 12 months, by age and gender, 2023
    • Helping women find ways to destress throughout their day
    • More than half of menopausal women experience hot flashes
    • Graph 11: women's health issues and side effects experienced by menopausal women, 2023
    • Menopausal symptoms are difficult to manage due to the variety and speed of effects
    • Fast acting, symptom oriented solutions
    • Sources for health and wellness information
    • Women are using fewer resources for for health and wellness information
    • Graph 12: sources for health information, 2022-23
    • Millennials are using social media for health info more often, Gen Z slightly less
    • Graph 13: social media as a source of health information, by generation, 2022-23
    • Hispanic women prefer online, self-sleuthing methods
    • Graph 14: select sources for health information, Hispanic, 2023
    • Social media can offer bite-sized, continual information for mothers
    • Graph 15: social media as a source of social media information, by parental status, 2023
    • Tushbaby uses their help product and generosity to connect with moms on social
    • After age 55, the search for health information dies down
    • Graph 16: has not looked for health/wellness information in the past 12 months, by age, 2023
    • Products sought for lifestage
    • Menopause symptoms vary, brands should too
    • Graph 17: product usage as a result of perimenopause or menopause, 2023
    • Symptom based messaging allows women to find products that suit their needs
    • Nearly half of postmenopausal women don't turn to products
    • Graph 18: products used by postmenopausal women in the past 12 months, 2023
    • Attitudes toward menstruation
    • There is still work to done around removing stigma around menstruation
    • Young women want more openness around periods
    • Graph 19: select attitudes toward menstraution, by age, 2023
    • Somedays helps bring awareness as to how bad menstruation symptoms can be
    • Wearable solutions interest young women 18-34
    • Graph 20: interested in wearable tech devices to track fertility or cycle, by age, 2023
    • Black women are not as comfortable discussing their period as other groups
    • Graph 21: select attitudes toward menstruation, by race, 2023
    • Attitudes toward menopause
    • 61% of women have not talked about menopause with others
    • Graph 22: attitudes toward menopause, 2023
    • Increased conversations around menopause have helped younger menopausal women feel more comfortable discussing the topic
    • Graph 23: select attitudes toward menopause, by age, 2023
    • Celebrity conversations are helping nudge menopause into the mainstream
    • Changing the narrative to help embrace menopause
    • Graph 24: select attitudes toward menopause, by age, 2023
    • Mysteryvibe, Masturbation is Medicine
    • Despite menopause becoming more mainstream, women are still not prepared for what it will be like
    • Graph 25: women that were prepared for what menopause would be like before they had experienced it, by age, 2023
    • Knix perimenopause : The Invisible period
    • Purchase factors for menstruation products
    • Price and ability to handle flow are top of mind for nearly half of women purchasing period products
    • Graph 26: factors for choosing period products NET any ranking, 2023
    • Young consumers care more about what their products are made of
    • Graph 27: select factors in selecting period products any rank, by age, 2023
    • Black consumers over-index ranking products with heavy flow
    • Graph 28: select factors in selecting period products any rank, by race, 2023
    • Nearly a quarter of LGBTQ+ adults select products based off of environmental factors
    • Graph 29: select factors in menstruation products with any rank, by LGBTQ+, 2023
    • Period underwear options help connect sustainability and inclusivity to menstruation products
    • Attitudes toward women's health and wellness
    • Maintaining relationships with others and broader education appeal to a majority of women
    • Graph 30: women's attitudes toward health and wellness, 2023
    • Reproductive care concerns women, brands can connect them with ways to feel more empowered
    • Graph 31: agree that they are worried about the future of women's healthcare, by age, 2023
    • Teaming up to support reproductive freedom
    • There is a need for better women's health education
    • Nearly a third of Millennial women struggle to feel like their health is important
    • Graph 32: health needs do not feel important to society, by age, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • With growing demand, most health CPG launches target women
    • Graph 33: share of healthcare product launches, by target demographic, 2018-23
    • Clearblue positions themselves to help aging women
    • Healthcare for women growing bolder
    • Marketing and advertising
    • The Oura Ring connects with women throughout their lifestage needs
    • One product to benefit all women
    • The Tampon Tax Coalition repays luxury tampon tax
    • Opportunities
    • Normalize women's health topics through education and communication
    • Finding opportunities to extend offerings to new life events
  4. The Market

    • Market context
    • Market drivers
    • Following spike, inflation begins to simmer
    • Graph 34: consumer price index change from previous period, 2020-23
    • Graph 35: Consumer Sentiment Index, 2020-23
    • Birth rate is in overall decline
    • Aging population will demand your support
  5. Appendix

    • Definition
    • Consumer research methodology
    • Consumer qualitative research
    • Generations
    • Abbreviations and terms

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


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Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


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