Holistic wellness: Menstrual health, prenatal nutrition, and menopause are opportunities for product innovation

The platform is built exclusively on Mintel's proprietary research and human analysis, which allows quick exploration of extensive data and insights on consumer and market situations. When asked which are the key areas brands should focus on for women’s health, the AI platform identified menstrual health, prenatal nutrition and menopause as main areas of interest.

“Throughout life, women's needs change. Brands can develop products exclusively for women to empower them,” said ​Michelle Teodoro, associate director of food science at Mintel. She was speaking at our Growth Asia Summit 2024, held in Singapore from 16 to 18 July.

Addressing nutritional needs for menstrual health​

Studies have shown that managing menstrual health is crucial to women's long-term health and longevity. Furthermore, relief for common symptoms such as cramps and mood swings supports overall wellbeing during menstrual cycles.

Regularity, cycle length, age at first menstruation, and age at menopause are all related to lifespan, suggesting that a longer reproductive lifespan may correlate with healthier ageing. Future products could focus on addressing menstrual health as a foundation for women's longevity. Vitamins, minerals, and supplements (VMS) can help with women's menstrual health issues, laying the groundwork for pro-longevity.

There are significant opportunities for innovation in each of the four phases of the menstrual cycle.

For instance, key products like iron-rich foods and supplements are essential during menstrual phase to address blood loss. For the follicular phase, whole foods like millet are suitable, as the body requires complex carbs for energy when estrogen levels rise. Additionally, anti-inflammatory ingredients with high antioxidant properties, like evening primrose oil and mushroom extracts, can be incorporated into products for different menstrual phases, in particular during the ovulation phase, to boost energy levels and promote a balanced mood. Functional foods and drinks tailored for the luteal phase also show potential for tailored nutritional solutions, as women tend to crave for snacks during this period.

“Also, women with high stress were twice as likely to go through dysmenorrhea, and women with stressful jobs experience shorter menstrual cycles. Educating consumers on the connection between menstrual and mental health can enhance product impact and market potential,” said Teodoro​.

A significant percentage of women experiencing cramps and stress-related symptoms. Ensuring vaginal health, such as preventing bacterial vaginosis and yeast infections, are also vital for overall comfort and mental wellbeing.

Another crucial phase in a woman’s life is when she is expecting.

Optimising prenatal nutrition ​

Personalised nutrition in pregnancy is vital due to diverse health conditions (eg allergies), preferences, and nutrient needs. Brands can fill the nutritional gap in pregnancy by offering nutrient-rich food, drink, and supplements, supporting maternal and child health more effectively than mere consumer education.

During pregnancy, a healthy intestinal flora affects metabolism, immune system, vaginal health, digestive comfort and iron absorption, contributing to the baby's optimal health, as well as the mother’s physical and mental health.

A 2023 study​ revealed that a mother's nutrition during pregnancy can alter the composition and diversity of her gut microbiome, which may impact her and her baby's health.

“Incorporating gut-friendly ingredients like probiotics and prebiotics into prenatal nutrition solutions is a great way to support prenatal nutrition needs via gut health. Prebiotic supplementation,​ such as inulin, during pregnancy can modify the maternal gut microbiota, favouring healthy immune imprinting in the foetus. On the other hand, probiotics can help pregnant women with gestational diabetes control their glucose and lipid metabolism,”​ said Teodoro.

In short, brands can adopt a holistic approach to prenatal nutrition, which can address multiple health needs simultaneously.

Some gut-friendly combinations include Probiotics + omega 3 fatty acids + vitamin B6; Inulin + protein from soy, Inulin + folic acid, calcium and zinc.

The next area of women’s health that is gaining attention is menopause.

Supporting menopause with holistic solutions​

By 2025, one billion women – 12%​ of the worldwide female population – will be experiencing menopause.

“Women globally are actively challenging the stigma surrounding menopause, and brands that wholeheartedly support these efforts stand to foster more genuine connections with consumers and tap into the benefits of inclusivity and empathy. Menopause goes beyond hot flashes. It needs a holistic health approach as hormonal imbalances affect multiple body systems. Brands can offer products that positively affect various physical and mental health aspects,” ​said Teodoro.

To help menopausal women have a better quality of life, it is important to take a solution-focused approach to addressing the myriad of health problems that are brought on by the change in hormone levels that occurs during menopause.

Amid healthy and inclusive ageing trends, female-focused brands are offering support for the three stages of menopause.

During perimenopause, symptom intensity increases due to hormone fluctuations, such as hot flashes, sleeplessness and mood swings, especially for women in their late 40s; Menopause is defined as the cessation of a woman's menstrual periods and marks the end of her reproductive years, which typically occurs in women in their late 40s to early 50s; Post-menopause, the decline in estrogen levels can result in the persistence of certain perimenopausal symptoms and a high susceptibility to osteo-related issues.

Some of the products that can alleviate discomfort include herbal teas or infusions like jujube or peppermint tea, which may be soothing and hydrating options for those suffering from menopausal hot flushes and night sweats.

Calcium and vitamin-D-fortified products, such as dairy alternatives, fortified cereals or VMS, help decrease the risk of osteoporosis, which can be mitigated by products fortified with calcium and vitamin-D-fortified products, such as dairy alternatives, fortified cereals or VMS.

Lastly, ingredients that promote sleep include melatonin, passionflower or magnesium.

“Women need a holistic approach to their specific health and nutritional requirements to empower them throughout womanhood. Companies should be mindful, nutrient-focused, and solution-driven to improve women's lives at every stage,”​ concluded Teodoro.