Menopause is not just another life stage; it is a profound transition marked by physical shifts, emotional complexities and neglected wellness needs.
Why does this matter now more than ever?
Generation X and millennial women are reaching this milestone with a collective sense of frustration and confusion. They’re questioning why menopause – a natural journey affecting millions – has been sidelined in discussions, solutions and support.
Beyond its biological implications, menopause represents a significant opportunity for brands to redefine women’s health and wellness strategies. Women navigating menopause seek more than just symptom relief; they desire products, services and brands that enhance their overall quality of life and support their journey with empathy and dignity.
Market dynamics and untapped potential
Recent market analyses project the menopause market to surge to $22.7 billion by 2028, driven by increasing awareness of menopause as a critical health phase and the demand for innovative solutions. Millennials, comprising over 30 million women in the US alone, are entering perimenopause stages, bringing with them a tech-savvy and proactive approach to managing their health. Similarly, Gen X women, known for their independence and focus on wellness, are taking an active stand in shaping their menopause journey, seeking holistic solutions that align with their lifestyle and values.
Yet, a 2023 report by the Institute of Practitioners of Advertising says that just 7% of women aged 49 to 64 feel that brands and retailers are doing an adequate job catering to them at this stage of life. The report also noted that approximately 40% of women feel that the advertising targeted at their stage of life is unreflective of their life or that of their friends (46%), uninspiring (45%), outdated (43%) and not relatable (41%).
The bottom line: there’s a significant gap in holistic wellness offerings tailored explicitly to menopausal women, and brands that are poised to address this gap with consumer-centric strategies stand to not only capture market share but also foster enduring customer loyalty.
Strategic imperatives for brands
- Empathy-driven marketing: Menopause transcends biology; it’s a transformative experience that requires empathy and understanding. Brands that authentically connect with menopausal consumers through storytelling and inclusive messaging build deeper, more meaningful relationships.
- Education and awareness: Beyond medical facts, there’s a pressing need for broader education about menopause across the wellness spectrum. Brands can lead the charge by debunking myths, fostering open conversations and promoting menopause as a natural and empowering life stage.
- Digital engagement and accessibility: Telemedicine, mobile apps and online communities are reshaping how menopausal women access information and support. Brands should leverage digital platforms to offer personalized, accessible solutions that enhance engagement and continuity of care.
- Collaboration and advocacy: Partnerships with health care providers, influencers and menopause advocacy groups amplify brand credibility and impact. Collaborative efforts in research, education campaigns and policy advocacy can drive systemic improvements in menopause care.
Brands that are getting it right
The beauty and wellness industry has seen a surge in brands dedicated to addressing the specific needs of menopausal women. Unlike big-box retailers such as Ulta, which have yet to establish dedicated menopause sections in their stores, these brands are setting new standards by offering specialized products and personalized solutions.
The market is also witnessing the emergence of specialized apps and wearables that are opening up new avenues for managing symptoms, promoting holistic health and providing much-needed support. These digital solutions offer personalized, real-time assistance, enabling women to navigate menopause with greater confidence and ease.
Here are some of the brands leading the way across the industry:
Stripes: Founded by actress Naomi Watts, Stripes is a doctor-formulated brand that champions pro-aging and provides clinically proven products. With offerings that span skin care, hair and body care, vaginal wellness and supplements, Stripes empowers women to evaluate their symptoms through a tailored quiz, ensuring they find the most effective solutions.
Better Not Younger: Understanding that hair growth slows and strands weaken during menopause, Better Not Younger offers a range of products, including shampoos, conditioners and serums designed to combat these changes. Their science-backed approach helps maintain hair health as women age.
Midday: A comprehensive app designed to support women through the challenges of menopause and midlife health, Midday offers a wide range of features tailored to individual needs. The app tracks symptoms, provides expert advice and even allows users to schedule appointments with Mayo Clinic specialists.
Embr Wave: This wearable device is specifically designed to provide instant relief from hot flashes, one of the most common and disruptive symptoms of menopause. This discreet wristband uses advanced thermal technology to deliver precise cooling or warming sensations, allowing women to regain control over their comfort with the touch of a button.
The menopause market represents more than a demographic; it’s a catalyst for redefining women’s health and wellness. By embracing consumer-centric strategies, fostering innovation and advocating for holistic care, brands can play a pivotal role in enhancing the menopause experience for millions of women worldwide.