In the dynamic landscape of health and wellness, women’s health has been considered a niche market, despite women accounting for 80% of consumer purchasing decisions.¹ Now, the market for women’s health has expanded, creating new opportunities for companies and formulators to meet the evolving needs of their female customers.

As a leader in botanical innovation, we’re excited to share insights into five women’s health targets that we believe may revolutionize this growing market. From gut health and skin health to performance nutrition and mood & cognition, these insights stand to empower women to thrive at every stage of life.

 

Beyond The Gut

Over the years, the spotlight on gut health has intensified, and for good reason. For women, understanding and nurturing gut health is paramount, given its influence on hormonal balance and reproductive health.² One of the most fascinating aspects of gut health is its intricate connection to the brain, commonly referred to as the gut-brain axis. This bidirectional communication pathway may influence mood, stress responses, and cognitive function.

In addition to the gut-brain axis, there are conversations surrounding the symbiotic relationship between the gut and the immune system, defined as the gut-immune axis. The gut houses 70% of the body’s immune system³ and is influenced by the microbiota residing within it. Considering the unique challenges women face, tackling immune support through a gut health approach may be an interesting approach to women’s health.

Pomella^® pomegranate extract, a plant-based ingredient solution targeting women’s health through its antioxidant capabilities, has been clinically studied and may support gut health through a variety of avenues.^4†

 

 

Nutricosmetics For Skin & Beauty From Within

Skin health is more than vanity; it’s a reflection of overall well-being. Beyond aesthetics, the skin serves as a barrier against a myriad of environmental stressors.

In their quest for radiant skin, many women turn to topical skincare products. However, emerging trends in women’s health have emphasized the importance of beauty from within through nutricosmetics, which have gained popularity for their ability to nourish the skin from the inside out.

Thymocid^® seed oil extract is standardized to plant-based omega fatty acids from Nigella sativa and may help support youthful skin and an even skin tone^5†, greatly appealing to women in this category. In addition, Pomella^® extract may support the gut-skin axis and beauty from within.^6†

 

 

Fueling An Active Lifestyle

Performance nutrition continues to be a top-selling category in the dietary supplement industry. Core consumers in this category are getting older, which has led to a shift from short-term to long-term performance as these core consumers want to be active and stay active longer. In addition, this growth can be attributed to the rise in inclusive performance nutrition products exclusively made for, and by, women.

While the lines are blurring across the sports nutrition category, female performance nutrition consumers are starting to come into focus. However, due to physiological and hormonal differences, active women require different nutrition strategies than their male counterparts to optimize their performance.⁷

Recovery is one avenue women should take advantage of in the realm of performance nutrition. This includes refueling and rehydrating the body post-exercise to promote muscle growth and repair, boost adaptation from the training session, and support immune function.⁸

A proprietary blend of pomegranate and curcumin, Restoridyn^® polyphenol blend may support exercise recovery, as well as support an improved post-exercise immune system.^9†

 

 

Nutraceuticals For Bone Health

Staying active is one thing, but maintaining optimal bone health to stay active longer should not be overlooked. In fact, bone loss is an important concern for women in the menopause journey and during post-menopausal stages, with research indicating that up to 20% of bone loss can happen during these stages.¹⁰ According to SPINS data, in terms of health focus, the women’s bone health category saw a 10% increase in sales.

Derived from Cissus quadrangularis, proprietary Calzbone^® extract may offer bone health support.^11-12†

 

 

Balancing Cognitive & Mental Health

In the hustle and bustle of modern life, the pursuit of cognitive and mental health occupies a central stage. Women encounter a myriad of roles and responsibilities that underscore the need for robust cognitive health and when you add on the complexities of stress and mood imbalances that women may face, recognizing and addressing these intricacies is pivotal in fostering a holistic approach to women’s cognitive and mental wellbeing.

Adaptogens have become a popular ingredient category for their role in helping the body adapt to stress and promote homeostasis. Some experts call out the various mechanisms in which adaptogens interact with, including the hypothalamic-pituary-adrenal (HPA) axis, which plays a role in the body’s stress response.

Enter Bacognize^® extract, a Bacopa monnieri extract that may support cognitive health and healthy regulation of the serotogenic system.^13-14†

 

 

Breaking Boundaries For Women’s Health

These five women’s health targets are continuing to gain momentum in the industry. Now more than ever, women are seeking plant-based solutions to everyday ailments, taking it back to the basics and bringing balance to their lives in more ways than one. Botanicals have become very popular for the growing women’s health market, with specific botanicals and targeted applications varying by age.

At Verdure Sciences^®, we proudly offer a robust portfolio of plant-based ingredient solutions founded in botanical integrity tailored to the better half of the global population.

† These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

 

References:

1. https://www.bankrate.com/loans/personal-loans/purchasing-power-of-women-statistics/
2. https://www.fertile-gut.com/blogs/news/the-gut-fertility-connection-expert-insights-on-how-to-eat-for-successful-conception
3. https://pubmed.ncbi.nlm.nih.gov/33803407/
4. Sivamani RK et al. Foods. 2023 Dec 19. 13(1): 15pgs. doi: 10.3390/foods13010015
5. DaSilva N et al. URI INBRE Poster Presentation. 2017.
6. Chakkalakal M et al. J Clin Med. 14 Nov 2022. 11(22): 6724. doi: 10.3390/jcm11226724
7. https://jissn.biomedcentral.com/articles/10.1186/s12970-021-00422-8
8. https://www.sportsdietitians.com.au/factsheets/fuelling-recovery/recovery-nutrition/
9. Tanner EA et al. J Diet Suppl. 2020 Jul 13. 1-17. doi:10.1080/19390211.2020.1786206.
10. https://www.endocrine.org/patient-engagement/endocrine-library/menopause-and-bone-loss
11. Thawani V et al. The Antiseptic. 2002 Sept. Vol 99(No 9): 345-347.
12. Goswami SS et al. The Antiseptic. 2011. 108(10): 504-506.
13. Kumar et al. Evidence-Based Comp Alter Med. 2016 Sep 15. Vol 2016(Art ID 4103423): 8pgs
14. Lopresti AL et al. J Funct Foods. 2021 Aug 02. 85: 104671. doi: 10.1016/j.jff.2021.104671