May 21, 2025 – Innova Market Insights research looks at global trends in women’s health supplements and the ingredients used. Consumer analysis shows the importance of supplementation for addressing general and specific health concerns. Explore the latest trends in new product launches, examples of innovations, and upcoming opportunities in women’s health supplements.
Consumer Insights
The leading physical issue for women is weight management, reported by 40% of female consumers worldwide, followed by digestive/gut health and immune health. Hormone balance is a concern for 20% of women. In terms of mental health, more than 40% of females identify stress and anxiety as their primary concerns, while sleep issues like insomnia and overall fatigue are also concerning.
Health trends show that about 25% of women are increasing their supplement use, primarily to maintain their health. Multivitamins and single vitamins are the most popular choices among female consumers. Overall, 80% of women globally consume some form of nutritional supplement regularly.
NPD Trends in Women’s Health
Western Europe accounts for 33% of new product development (NPD) in women’s health supplements, narrowly surpassing North America’s 32%. The largest product category is women’s specialty supplements, followed by vitamins and minerals; however, the fastest growth is observed in the hair, skin, and nails segment. In terms of market positioning, women’s health supplements are frequently paired with brain-mood health and energy, and stamina. Capsules lead in format preference for women’s health supplements, although gummies are experiencing rapid growth among innovators. Condition-specific supplements continue to be the primary focus for innovation.
Supporting Menopause and Beyond
Supplementation focused on women of menopause age has become a significant area of innovation. Health trends show that over 1/3 of global female consumers are using vitamin and mineral supplements to address the symptoms of their natural hormonal cycles or menopause. Ingredient selection is notably specialized, with certain botanicals being more prevalent in menopause-related new product development than in the broader category. Currently, approximately 1 in 6 women’s health supplements mention menopause. Key targets for ingredients in this area include hot flashes and mood imbalances, with notable ingredients such as dong quai root, red clover, sage, and black cohosh.
Personalized Nutrition for Women
Many women are interested in targeted nutrition, with 36% of female consumers using supplements for this purpose. Supplement trends reveal that gut health ranks as the most popular type of targeted health supplement. Various targeted nutrition strategies attract women, with approximately 50% seeking a balanced approach and 20% searching for gender-specific solutions.
Convenience and Flavor Innovation
Convenience and flavor innovation are driving the growth of gummies in women’s supplements. Gummies are currently experiencing the fastest growth in the overall supplements category. Innovators should explore how to leverage this trend, which appeals due to its convenient, easy-to-take format and a variety of flavor options. Current flavor trends show that strawberry is the top flavor choice in new product development, followed by mixed berry and raspberry.
Vitamins and Minerals
The primary ingredients in women’s health supplements are vitamins and minerals, with B vitamins, vitamin D, vitamin C, and zinc being the most prevalent. B vitamins are the most significant subcategory of active ingredients in these supplements. Many products combine various ingredients, such as in multivitamins, to address general wellness concerns.
Magnesium plays a crucial role in mental well-being within women’s health supplements. For instance, First Day’s Women Calming Magnesium Dietary Supplement promotes restful sleep with “calming magnesium.”
Botanicals
Botanicals play a crucial role in women’s health supplementation, offering a variety of functions that address different health needs, such as boosting libido and providing anti-inflammatory benefits. However, ashwagandha has received particular attention from innovators due to its adaptogenic properties. It is often combined with other trending botanicals and adaptogens, resulting in complex super blends aimed at supporting mood and enhancing energy. For instance, The Naked Pharmacy’s Ashwadisiac for Women Food Supplement is designed to support libido, enhance energy levels, and restore hormonal balance.
Emerging botanicals are addressing various women’s wellness concerns. Maca is known to boost both libido and energy. Ginger can alleviate nausea and menstrual pain. Curcumin may relieve PMS and gynecological symptoms.
Probiotics
Probiotics are another ingredient group in women’s health supplements, with NPD focusing not only on gut health but also on women’s intimate health concerns. The use of probiotic ingredients for vaginal and urinary tract health is experiencing growth. Lovebug’s V Best Dietary Supplement claims to be the first complete daily supplement supporting vaginal and urinary health for women. It is formulated with healthy lactobacilli probiotics that naturally occur in the vagina, helping to restore, rebalance, and maintain healthy flora.
What’s Next in Women’s Health Supplements?
Several key trends drive the future of women’s health supplements. Brands should focus on tailoring products for specific age groups, as younger women prioritize hormone balance, while older women seek relief from peri/menopause symptoms. Trust in core ingredients remains strong, with fundamentals like vitamins and minerals forming the base of supplements. Additionally, integrating probiotics and exploring untapped markets, particularly in Asia, will help brands capitalize on emerging opportunities.
Personalization is increasingly important, with women seeking supplements that address individual health needs. Brands that can offer personalized, age-specific products featuring trusted ingredients and innovative botanicals, will stay relevant in this evolving market.
This article is based on Innova’s Ingredients for Women’s Health Supplements – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
