The New Era of Women’s Health

by Joy Choquette | March 2, 2026

Natural solutions, star ingredients, and healthy lifestyle changes are shaping this category.

Do you know the healthiest state in the U.S. for women? It’s Massachusetts, and the least healthy state for women is Louisiana. These statistics are part of the America’s Health Rankings 2025 Health of Women and Children Report. The report finds that overall, women’s and children’s health in the U.S. is improving. However, there are still areas of concern. Some clinical care measures and maternal health behaviors are on the upswing, according to the report; but there continues to be an increase in maternal mortality for U.S. women.

Studies and reports such as this one provide important data when it comes to health behaviors and outcomes. As more individuals look at ways they can positively affect their health through changing their lifestyles, many are also seeking out healthy alternatives to troublesome health problems. Others are interested in preventing these issues altogether. Looking at the women’s health market now, trends in this category, key ingredients and new studies offer a broader picture of how the natural health market affects women’s health.

The State of the Market for Women’s Health Products

Co-owner of Mastel’s Health Foods, a retailer located in Minnesota, Alina Hornfeldt, weighed in on the current market for natural women’s health products. “The women’s health category is one of the strongest and fastest-growing areas we see in the store,” said Hornfeldt. “Women are actively seeking solutions for everything from hormone balance and menstrual support to fertility, perimenopause, menopause, mood and bone health,” she noted. “There’s also much more openness around these topics than there was even a few years ago, which has helped bring women’s health out of the shadows and into the mainstream. As a result, this category continues to grow in both new customers coming into the store and repeat purchases,” Hornfeldt stated.

This perspective was corroborated by Lisa Offringa, scientific affairs manager at the U.K.-based manufacturer, Phynova Group Limited. Offringa stated that, “As of early 2026, the market for supplements and natural products focused on women’s health shows strong commercial momentum, supported by continued consumer demand for preventive wellness, life-stage specific nutrition, and natural, plant-derived ingredients. The global women’s health and beauty supplements segment was valued at approximately $57 billion in 2024 and is expected to reach around $77 billion by 2030,” she noted.1

“From a commercial and consumer segmentation perspective, women in their 30s through 50s represent the most engaged consumer group, accounting for the largest share of category sales and a shift to differentiated, higher-quality offerings across fertility, hormonal balance, stress and healthy aging applications,” shared Offringa.2

When asked how the state of the market was for women’s health products now, Torah Torres, founder/CEO of the distributor, Adventure CPG in Iowa, stated, “It’s on fire—in the best way.” Explained Torres, “Women’s health just clocked $57 billion in U.S. sales and is sprinting toward $113 billion by 2035. But the real story isn’t the number; it’s the mindset,” she said. “Women are done ‘making do’. They want formulations that let them sprint, soothe, sleep and shine on their own terms.

“After 30 years on the mat with Art of Living, nine years guiding breath courses and 20 years walking trade-show floors, I can tell you this wave feels different,” said Torres. “It’s powered by women who expect products to keep pace with their purpose, not patch up their exhaustion.”

Heather Florio is CEO of Desert Harvest, Inc., a Montana-based manufacturer. About the market, Florio stated that women’s health continues to be one of the strongest growth categories in supplements and natural products. Why? “Largely because women are seeking targeted solutions for real, everyday concerns,” said Florio, “from stress and digestion to urinary health, pelvic floor strength and increasingly perimenopause and menopause support.” Additionally, she pointed out that today’s shoppers are more educated than ever before. They are also interested in moving beyond “one-a-day” wellness and incorporating evidence-informed, condition-specific routines. “At Desert Harvest, we see this shift firsthand through growing interest in women’s wellness needs that are often underserved—especially urinary and bladder wellness and the quality-of-life issues that can accompany hormonal transitions,” said Florio. “Women want products that are clean, effective and designed for long-term use, and they’re choosing brands that combine education, ingredient integrity and measurable results.”

Kaysie Boyls, MS, RD, LD, director of research and development at Texas-based Bluebonnet Nutrition, stated that the wellness industry is undergoing a profound transformation. This, she noted, is largely driven by shifting consumer values. “Conscious consumption—a values-driven approach centered on health, sustainability and transparency—is reshaping how consumers choose products, particularly within women’s health,” she said. “As one of the fastest-growing segments in the nutraceutical space, women’s health reflects this shift clearly. Women are increasingly taking a proactive role in their well-being, embracing sustainable lifestyles and seeking targeted, life-stage-specific supplements that support their unique health needs,” she said.

This shift is also encouraging brands to rethink how they formulate, source, and communicate their products, Boyls explained. “Consumers now expect science-backed ingredients, ethical sourcing and transparent labeling, along with education that empowers informed decision-making,” she said. “As women continue to prioritize long-term wellness over quick fixes, brands that align with these values and deliver purposeful, personalized solutions are positioned to lead the next evolution of the wellness industry.”

Trends in the Women’s Health Category

When it comes to trends in this category, Hornfeldt noted that she’s seen a big uptick in targeting different issues depending on the season of a woman’s life. “We’re seeing a big shift toward more support for specific life stages rather than one-size-fits-all formulas,” she said. “Women want products that speak directly to where they are, whether that’s cycle support, fertility, postpartum, perimenopause or menopause,” Hornfeldt explained. “There’s also growing interest in addressing root causes, like stress, inflammation and blood sugar balance, rather than just managing symptoms,” she noted. Additionally, the store owner said, “We are seeing more younger women come into the store for things like iron and mood support.”

Florio said that there are several trends Desert Harvest is taking notice of. These include menopause finally being mainstream, a shift toward root-cause and whole-body wellness, and more openness around urinary, pelvic and intimate wellness above others. “Perimenopause and menopause are no longer niche conversations,” Florio noted, “Women want support for hot flashes, sleep disruption, mood changes, energy, metabolism, vaginal and urinary changes, and overall comfort—and they’re seeking natural approaches they can stay consistent with.” Additionally, Florio noted that women are increasingly aware that gut health, stress, inflammation, immune balance, and hormone changes are interconnected. This offers manufacturers unique opportunities for products to address these issues. Lastly, more openness regarding urinary, pelvic and intimate wellness is being seen. “These categories are expanding rapidly because women are talking more openly about discomfort, urgency, bladder sensitivity, and quality-of-life impacts—and they’re asking retailers for solutions,” she said.

Sébastien Bornet, vice president of global sales and marketing at Switzerland-based Horphag Research, said, “As a global ingredient supplier, we noticed customers are looking for efficacious, ‘hero’ active ingredients for their women’s health formulations that are backed by extensive safety and research data.” Horphag Research is the exclusive worldwide supplier of Pycnogenol. “Well-studied ingredients like Pycnogenol, French maritime pine bark extract, are in demand for innovative products such as perimenopause and menopause focused supplements,” Bornet added. “Within that category, we also noticed an uptick in inquiries searching for non-hormonal options.” Additionally, Bornet noted that the company is proud of a recent accomplishment: “Horphag Research/Pycnogenol was a 2025 NutraIngredients-USA Awards Finalist for the Innovations In Women’s Health Award, recognizing our work and progress in this category,” he said.

For Adventure CPG, the biggest trend noted in the women’s health market is the shift toward decompartmentalization. “Hormones, gut, brain, skin—women want one elegant circle of support, not a drawer of band-aids,” said Torres. “Adaptogens are exploding because they respect that circle: ashwagandha for calm-steady energy, shatavari for cyclical grace, probiotic strains that gently coach your gut’s estrogen-recycling crew, keeping hormone levels in their sweet spot without cranking the dial to eleven,” explained Torres. “Women aren’t chasing ‘balance’ as a buzzword; they’re curating a biology that backs their ambition without burning the candle at both ends.”

Irene Rojas Stanbury is the founder and CEO of SEASON34, a manufacturer based in Florida. Rojas Stanbury stated, “One of the most significant trends is the reframing of menopause as a long, dynamic life stage rather than a single event.” Women are seeking solutions that adapt as their symptoms change over time, rather than “quick fixes,” she said. “There’s also growing demand for transparency—around ingredient sourcing, dosing and clinical validation,” noted Rojas Stanbury. “Another key trend is personalization. Women want to understand why they’re taking a product and how it fits into a broader routine, which is pushing brands to move beyond hero ingredients toward more intentional systems of care.”

Tracey Halama, chief executive officer of the California-based manufacturer, Supergut, said she’s noticed that habit stacking routines continue to grow in popularity. This, she said, allows women who are often busy to prioritize consistent daily habits. Additionally, said Halama, “Women are connecting the dots between gut health and their energy, skin, mood, sleep, stress, weight management, and overall well-being. Women are looking for long-term solutions, rather than quick fixes, and the need for extra support is universal,” Halama explained.

“What’s in There?” Favorite Ingredients in Natural Products for Women’s Health

“The latest ingredients in women’s health products continue to target menopause and hormonal support and cognitive function for all ages,” said Bornet. “Additionally, widely known ingredients like vitamin D and calcium, along with omega-3s, continue trending in this space for their benefits to women.”

Offringa noted that the ingredient landscape in women’s health supplements has evolved beyond the classic vitamins and minerals and toward more holistic, botanically driven, and adaptogenic actives. This, she stated, reflects consumer demand for more natural, life-stage-specific support. “Traditional favorites like vitamin D, calcium, magnesium and B vitamins are still widely used, but formulators are increasingly incorporating botanicals and adaptogens that target hormonal balance, energy, stress resilience and reproductive transitions,” explained Offringa. “Emerging ingredients, such as shatavari (Asparagus racemosus), long revered in ayurvedic medicine as the ‘Queen of Herbs’ for women’s wellness, are gaining traction due to their traditional role in supporting reproductive health, hormonal regulation and menopausal transitions, and are now being standardized and clinically evaluated for modern nutraceutical use,” she said. “For example, recently launched standardized extracts like SRI-81 Shatavari were introduced at SupplySide Global 2025 with clinical backing to address unmet needs in women’s wellness across life stages.”

“Women’s health products are increasingly spotlighting creatine, magnesium and fiber for their science-backed benefits,” said Halama. “Fiber, as we know, remains essential, especially innovative prebiotic fibers that support gut health, which is deeply connected to women’s overall health,” she stated. Additionally, “Creatine is gaining momentum beyond sports nutrition for its role in supporting energy, muscle health and cognitive function in women, while magnesium is foundational for stress regulation, sleep quality and hormonal balance.”

Asking about individual ingredients in a formulation is an important change in how individuals are looking at products, said Boyls. “Before we break down individual ingredients, women are evaluating the product as a whole. They ask, ‘Is each ingredient purposeful? Is it backed by research? Are bioavailable forms being used?’” Today’s consumers, particularly women, said Boyls, are more informed and intentional in their choices than ever before.

“With that in mind, creatine has gained significant attention within women’s health,” Boyls said. Although creatine is not new to the market, Boyls explained, it has long been one of the most extensively researched amino acid derivatives for supporting metabolism and exercise performance. Its benefits, however, go well beyond muscle growth, particularly for women. “Emerging research highlights creatine’s potential to support cognitive health, mood and healthy aging,” said Boyls. “Women experience distinct physiological differences driven by hormonal fluctuations across various life stages. Hormones such as estrogen and progesterone can influence creatine stores as well as the activity of enzymes involved in creatine synthesis,” she explained. “As a result, growing evidence supports the role of creatine supplementation in women’s health, particularly for brain function, bone health and mood support throughout different stages of life.”

Rojas Stanbury stated, “We’re seeing renewed interest in clinically studied botanicals and bioactives that support hormone-adjacent pathways without using hormones themselves.” Ingredients such as standardized phytoestrogens, adaptogens, targeted probiotics and compounds that support both the gut-brain and gut-vaginal health are becoming more prominent, said Rojas Stanbury. “What’s changed isn’t just which ingredients are used, but how they’re used—greater emphasis on standardization, bioavailability and evidence-based dosing rather than trend-driven inclusion,” she said.

Studies & Research: What’s Most Interesting in the Women’s Health Category Now

“At SEASON34, we’re especially focused on research that reflects real-world female physiology—particularly studies related to symptom clustering during perimenopause and menopause,” said Rojas Stanbury. “We’re closely following emerging research on microbiome health, stress-hormone modulation, cognitive support and phytoestrogen selectivity.” Additionally, she stated that the company is interested in real-world efficacy data. This includes open-label and observational studies that capture how women actually experience symptom relief over time, not just isolated endpoints, she explained.

According to Torres, at Adventure CPG, the focus is on the intersection of clean and credible when it comes to products. The company, Torres stated, looks for “studies that use authenticated, single-origin botanicals, third-party heavy-metal and microbial data, plus transparent supply-chain mapping,” she said. “I’m watching trials that pair stress-modulating adaptogens with methylated B complexes—seeing if breath-quality calm improves nutrient retention,” she explained. “If we can’t verify the farm, the extraction method, and the final certificate, we don’t care how sexy the molecule sounds. Women deserve science that stands on clean soil.”

According to Florio, Desert Harvest is focused on research that improves women’s quality of life, with clean, effective and evidence-informed support—especially in areas where women are still under-supported or dismissed, she explained. “We’re closely interested in research that relates to urinary and bladder wellness. This remains central to our mission. We follow emerging research on ingredients that support bladder lining integrity, inflammatory balance and long-term comfort—especially for women navigating recurring issues,” she said. Additionally, the company is interested in research regarding menopause-related quality of life, vaginal microbiome and immune balance. “We’re watching research on how hormonal transitions influence urinary changes, vaginal health, sleep disruption, stress tolerance and inflammation,” said Florio. “These are often overlapping concerns, and women are looking for holistic solutions.” Florio stated the company sees the growing role of the vaginal microbiome in women’s comfort, immunity and recurring wellness patterns. “Our product development philosophy is to stay grounded in what women need most: safe, daily support that’s gentle, effective and built for long-term trust.”

At Bluebonnet Nutrition, Boyls stated that the company is excited about the increased interest in women’s health. “There is a strong and growing body of research supporting women’s health, reflected in the wide range of women-focused supplements available on the market today,” said Boyls. She noted that the company recently launched a three-product line of Organic D-Mannose supplements. “D-Mannose is a naturally occurring sugar that is absorbed and excreted largely unchanged in the urine,” Boyls stated. “This unique metabolic pathway makes it particularly well-suited to support urinary tract and bladder health. Because urinary tract health is a common and recurring concern for women, D-Mannose offers a gentle, targeted solution that supports bladder and urinary tract function without disrupting the body’s natural balance.” Supporting women’s health, said Boyls, is essential, “. . . because when the body is nourished and balanced, it supports not just physical wellness, but confidence, vitality and overall quality of life.”

Supergut, said Halama, is focused on sourcing the most premium, all-natural ingredients that have clinically validated health benefits. “Our research always begins with extensive scientific review and validation of ingredients, with a strong focus on how fiber is optimal for gut health,” she said. “Unlike single-source fiber supplements, our proprietary blend combines four types of fiber, all coming from whole food fiber, and is built on a 2:1 ratio of soluble to insoluble prebiotic fiber, chosen to optimize digestive comfort while supporting metabolic outcomes.”

Supporting Retailers: How Manufacturers and Distributors are Helping Brick-and-Mortar and Online Shops

When it comes to manufacturers supporting the efforts of natural health retailers, Hornfeldt stated that analog is still desirable. “What would be most helpful is more clear, consumer-friendly education that retailers can easily share: simple handouts, clinical research summaries and clear explanations of how and when to use products,” she said. “Display ideas that help organize products by life stage or concern would also make a big difference on the sales floor,” explained Hornfeldt. “From our perspective, the manufacturers that stand out are the ones that truly partner with retailers by training staff, providing practical tools, and helping us confidently guide customers through what can feel like a very personal and sometimes overwhelming category. Even simple things like a flow chart to guide customers through symptoms and issues would be great!”

Natural health shops—whether online or brick-and-mortar—are key to educating customers, said Bornet. “Retailers can play an important role by helping customers understand the difference between other ingredients and those backed by strong clinical evidence,” he said. “As a branded ingredient supplier, Horphag Research supports customers with co-marketing and educational campaigns to help target audiences understand the science behind Pycnogenol’s health benefits.” He noted that this includes organizing and executing global public relations, advertising and marketing initiatives centered around source transparency, research and development and brand awareness to help customers make informed shopping choices.

Torres noted that as a distributor, Adventure CPG acts as a “bouncer at the door.” Because of this, she stated, “Every SKU that enters our warehouse arrives with COAs, heavy metal reports, non-GMO (genetically modified organisms) affidavits, and chain-of-custody documents. We are working on programs that walk store staff through ‘reading a real COA 101,’ host quarterly webinars on transparency and trust, and hand out quick-hit shelf talkers that turn confused shoppers into loyal fans,” explained Torres. “When a brand knocks, we ask ‘Who grew your botanical? What’s the shatavarin percentage? Are you riding a trend or building a legacy?’” Because of this, Torres stated, “Retailers sleep better knowing anything with an Adventure CPG stamp is lawsuit-proof, story-rich and woman-approved.”

When it comes to retail sales, said Rojas Stanbury, success requires both education and clarity. “We support retailers with robust product education, including clear symptom-based positioning, in-store training materials, and digital content that helps both staff and consumers understand how products work together as part of a personalized routine,” she said. “We also invest heavily in video and educational assets—PDP explainers, FAQs and training modules—to improve consumer confidence and drive sell-through. Our goal is to make the category easier to navigate, which ultimately benefits both retailers and shoppers.”

The women’s health market is an exciting area in natural health right now. New research and studies published, new ingredients or combinations of ingredients, and lifestyle changes may all function to support and improve women’s health throughout the nation and around the world.VR

References:

1 Grand View Research. (2025). Women’s health and beauty supplements market report, 2030.[Industry analysis report]. Grand View Research. www.grandviewresearch.com/industry-analysis/women-health-beauty-supplements-market.

2 The Business Research Company. (2025, December). Women’s health and beauty supplements global market report 2025 [Industry analysis report]. The Business Research Company. www.thebusinessresearchcompany.com/report/womens-health-and-beauty-supplements-global-market-report.