Could menopause-supporting products be the next big opportunity?

As supplement brands launch products to relieve the symptoms of menopausal women such as nutraceutical gummies, the unmet needs of this group is attracting government attention in the UK.

According to a recent article in fashion bible Vogue, the industry for menopause-supporting products is an “untapped market worth an estimated $600 billion”.

The recent spotlight on this niche sector may be in part to the entrepreneurs, celebrities, and charities highlighting menopause as a condition to be taken seriously, with its own set of symptoms and actionable measures.

“Menopausal women are experiencing unnecessary misery and it’s a national scandal. From waiting too long for the right care, to uniforms that cause unnecessary discomfort – women are being badly let down,” said Jemima Olchawski, chief executive of The Fawcett Society, a UK-based membership charity campaigning for gender equality and women’s rights at work, at home and in public life.

“Too often menopause symptoms have been dismissed as a joke and [hormone replacement therapy] HRT has been labelled a lifestyle drug.

“But with 44% of women facing three or more severe symptoms, our research helps to dispel that nonsense. Faced with that misinformation, is it a wonder that only half of women are even seeking help from their GP?”

Menopause as a protected characteristic

There are signs that menopause (and perimenopause) are being recognised at the highest levels. In July, the UK’s cross-party House of Commons Women and Equalities Committee called on the Government to amend the Equality Act to introduce menopause as a protected characteristic.

The MPs also urged the government to remove dual prescription charges for oestrogen and progesterone as part of HRT nationwide, replacing it with a single charge for all women.

Meanwhile, a blend of startups, venture capitalists and multinationals, are representing the industry’s contribution to addressing the 1 billion-plus women globally, who will be post-menopausal by 2025.

Wellbeing and nutricosmetic opportunities

But it is not just the supplements or food that the industry is offering. Part of the menopause conversation falls on its hormonal element, the unpredictability, and their role in deciding how women look and feel. The emphasis thus shifts to the nutricosmetic and beauty industry.

For US-based firm Wile, the hormonal and emotional wellness for women aged 40 and over is at the heart of its range, that include tinctures designed to address the hormonal instability that can occur during menopause.

© iStock/5PH

“Fluctuations in hormones are a completely normal part of life, but when hormones fall out of range, our skin may serve as a helpful barometer of these changes,” said Hasti Nazem, head of operations at Kindra, a supplements brand aimed at menopausal women.

“Thinking of the skin as a guide or mirror into what’s happening on the inside can be helpful.”

Hologram and DSM menopause offerings

The market’s potential is not lost on larger firms. While new brands and platforms focus on the hormonal aspect, its left to familiar players to shift the gaze back to a non-beauty perspective and offer relief from some of the more familiar symptoms.

Hologram Sciences, a DSM-backed venture, has launched Phenology, a gummy-based daily nutritional supplement designed to address hot flashes and stress.

Other supplements designed to address the menopause include NOW Menopause Support, Nature’s Way AM/PM Formula, and Amway’s Nutrilite Menopause Ease Dietary Supplement.

“Women aren't asking for a lot - we make up 51% of the population and we all go through the menopause,” said Carolyn Harris, UK Member of Parliament for Swansea East.

“This is a big issue, and we need big solutions - but they don’t need to be expensive or particularly complex.

“Women, need the right information and support and for them to get that we need to ensure that medical professionals and employees are also getting the right information and support too - it's not that difficult to do.”