Marketing that catches women’s attention is the way to go. Not only women have their own intimate health conditions that can be addressed with probiotics, but they also want to find gut, mental or immune health product tailor-made for them.
The women’s health market in numbers
The 2020 condition-specific report from Nutrition Business Journal projected the US women’s health supplement market to reach a value of 2.2 billion dollars in 2023, while the US men’s health market is estimated to plateau at about half that. Women’s health is a strong differentiating factor. While in the past, probiotic supplements for women’s health, especially vaginal and intimate health, was considered a niche or taboo market, it is no longer the case. With the very high prevalence of vaginal health problems there are potentially around 1.4 billion women suffering for vaginal troubles in the world, (vulvovaginal candidiasis, bacterial vaginitis, etc.) (Center for Disease control and prevention, WHO), paired with the ban on live bacteria in medical devices in Europe, the market is in need for alternative, yet efficient solutions.
A convenient orally administered probiotic shown to support women’s intimate health
Probiotic supplement taken orally with scientifically proven vaginal health benefits are a necessity for women. That’s why Lallemand Health Solutions launched ROSELLA(1), a unique strain isolated from a healthy vaginal flora with full mechanistic and clinical evidence of efficacy on a wide spectrum of benefits, from helping to maintain proper vaginal balance to being used for recurrent Vulvovaginal Candidiasis (rVVC), all through oral intake.
Other women’s specific conditions on the radar
The market for women’s health is still a market with strong potential of growth. Only to mention a few ideas, there are still few women’s health product that combine vaginal health and gut health benefits. Other women’s specific conditions, like menopause, are being studied and soon clinical studies will reveal which probiotic strain can be used for these new health applications. Amazon US saw a 57% growth for menopause supplements between July 2020 and July 2021 and a 33% growth for pre- and post-natal supplements between July 2020 and July 2021 (ClearCut Analytics, 2021). Also, women are greater probiotic supplements’ consumers than men and are eager for innovative solutions right for her. In the US in 2020, 77% of women took supplements as opposed to 68% of men (CRN 2020 consumer survey on dietary supplements). And keep in mind that not only buy more for themselves, but women are also the main purchaser of probiotic supplements for their whole family, whether from their children or their other half. What this means for brands is that even if their product is meant for men, it should have on the packaging arguments that speak to women too. Women are eager for innovative solutions right for them and their family.
1) L. plantarum ROSELLA is L. plantarum P17630 (Proge P17630®), licensed from PROGE FARM®, Italy.