The dietary supplement market continues to thrive as consumers increasingly seek targeted solutions for their health needs. Among the fastest-growing yet underserved areas is women’s sexual and reproductive health, a category with significant potential for innovation. Recent survey data sheds light on the challenges women face and the gaps in available products, presenting a unique opportunity for brands to meet these needs and lead the way in improving women’s wellness.
Women face a wide range of sexual and reproductive health challenges. NBJ fielded a survey in November 2024 to try to better understand gender-specific consumer concerns. According to the survey, top female concerns include pleasure enhancement (34%), low libido (32%), anxiety about sexual performance (26%), menstrual irregularities (24%) and hormonal imbalances (19%). Despite these needs, the market remains underdeveloped. These gaps reveal an opportunity for brands to develop products that prioritize women’s sexual wellness. Dietary supplements are integral to women’s health routines. About 32% of women addressing sexual or reproductive health concerns turn to supplements, alongside exercise (66%) and personal care products (50%).
The sexual wellness category has historically been dominated by male-focused performance products. In 2019, these products accounted for approximately 63.4% of the $1 billion sexual health supplement market. While male-specific supplements still hold the majority share in 2024, they are not the fastest-growing segment. Female-focused sexual health supplements are outpacing their male counterparts, with a growth rate of 7.7%, compared to 6.3%. Given the complexity of female anatomy and the increased likelihood of reproductive health concerns over a lifetime, the rising demand for female-focused products reflects an essential shift in addressing previously unmet needs in this market.
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