'Menowashing' is a concern, but supplement brands are leading the way

By Jo Allen | Published: 23-Jan-2024

Concerns have been raised about opportunistic brands moving into the menopause category, but supplement players are still pushing for better solutions in this underfunded space

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This article was originally published in the Cosmetics Business Supplements Trend Report.  Receive your copy here.

Supplements that aim to support women through the menopause and perimenopause have blown up as one of the biggest category trends in recent years.

And as a further rise in women seeking information about menopause and perimenopause was noted in 2023, retailers such as Boots and Holland & Barrett have launched their new own brand supplement ranges for menopause, joining a swathe of new entries and existing players responding to the huge demand for support.

Emily Reed, Global Product Trend and Vision Manager at Holland & Barrett, tells Cosmetics Business that the retailer has seen “a significant growth in innovative solutions to support women through menopause,” while menopause was also its number one online consultation topic in 2023.

Angela Brady, Global Innovation and Partnering Director of health and nutrition company H&H Group, says: “Perimenopause and menopause are seeing a surge in specific brand approaches based on an unmet need with consumers not always feeling comfortable or even thinking it necessary to seek help from a health care provider, instead opting to do their own research and self-select.

The range of symptoms experienced, and the motivation of this female consumer, creates a real opportunity to engage with women on every level including how they look and how they feel.”

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