Last March, our women’s health supplements article detailed the emerging trends and potential product opportunities for bulk supplement brands in 2024. The women’s health and beauty supplements market expanded from USD 65.57 billion in 2023 to USD 71.60 billion in 2024, and is expected to keep growing at a CAGR of 9.32%, going up to USD 122.38 billion by 2030.1 Since then, the demand for products supporting women’s health hasn’t decreased, but rather evolved to meet the changing, distinctive needs and priorities of this large consumer segment. Women’s wellness is no longer a niche market; it’s a driver of supplement innovation, ranging from hormonal balance and gut health to healthy aging and beauty from within.
For this year’s Women’s History Month, we’re looking at a broader overview of how formulators, manufacturers, and supplement brands may capitalize on these trends, serve women’s changing needs at all life stages, and keep their product offerings competitive in this quickly growing market.
Many female consumers are becoming more proactive about their health, and preventive wellness has been a priority for people in general who take supplements.2 The unique health circumstances of women vary throughout different stages of their lives, so a one-size-fits-all approach won’t work for this diverse consumer segment. This requires products formulated to support different areas of health such as hormonal balance, cognition, gut health, stress management, and more.3
The women’s supplement market now offers more than just basic multivitamins. It has grown to include specific categories catering to differing health requirements. Consumers are looking for science-backed solutions for various needs, including hormonal balance, gut health, beauty, and longevity. This trend allows manufacturers to create new and different products that meet the changing needs of women.
More women are using vitamins to help support their menstrual cycles, support vaginal health, manage PMS symptoms, and support menopause. As hormone abnormalities become more commonly acknowledged, there is a growing need for natural, plant-based remedies (which many of this consumer segment seek). These supplements target estrogen metabolism, adrenal function, and cortisol balance, providing support to women of all ages.13
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Women’s gut health supplements are in high demand due to their benefits for digestion, immunological function, and the gut-brain connection.20 Consumers are seeking probiotic and prebiotic combinations that promote gut microbiota balance, metabolism, and overall health.
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The popularity of ingestible beauty supplements continues to grow as more consumers discover the benefits of nutrition for their hair, skin, and nails.26 These supplements promote collagen formation, hydration, and anti-aging qualities, reducing the need for topical beauty products.
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Sexual and reproductive health supplements were once considered a niche sector, but they are now an important element of women’s wellness discussions.32 As more women seek natural remedies for libido, fertility, and hormone regulation, these products are becoming increasingly popular.33
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Women are increasingly seeking products that promote cognitive function, energy metabolism, and healthy aging.39 As the demand for cognitive and healthy aging supplements rises, companies are developing solutions that improve memory, focus, cellular health, and bone density.
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As these product categories grow, manufacturers must use science-based formulations, clean-label materials, and transparent sourcing with their products. Companies who stay ahead of these trends and invest in unique, functional ingredients will be well-positioned to serve the future generation of women’s health supplements.
As the women’s supplement industry expands, manufacturers are considering new delivery systems to improve user experience, ingredient stability, and efficacy. Although empty capsules are still the preferred solid dose format for many formulations, other options like gummies, powders, and softgels are gaining popularity.
Capsules are a favored choice for women’s health supplements because they provide a clean, efficient, and different approach to deliver nutrients. Encapsulation formulations, unlike tableting ones, require just minor processing, making them excellent for clean-label compositions in addition to an option such as pullulan capsules.
Although capsules are a reliable choice, other delivery systems are gaining traction due to changing consumer preferences and innovation in supplement formulation. Each format offers unique advantages and challenges for manufacturers.
Gummies have become a top-selling format for women’s supplements, particularly in beauty, prenatal health, and multivitamin categories.47 Their flavor, chewable texture, and ease-of-use make them a viable alternative to standard pills.
Powders are a versatile delivery method for women’s supplements, allowing for higher active ingredient dosages and better blend customizations. Powders are often used in protein supplements, gut health products, and adaptogenic formulations.48
Softgels are a preferred delivery system for fat-soluble vitamins, herbal extracts, and essential fatty acids. Their smooth texture and high bioavailability make them especially popular for omega-3s, evening primrose oil, and other hormone-supporting ingredients.49
Each delivery system plays a role in shaping the future of women’s supplements, offering brands the opportunity to experiment in product development and satisfy a wide range of consumer needs. The variety of formats allows manufacturers to customize formulations for effectiveness, convenience, and appeal.
Since even a year ago, the women’s health supplement market has rapidly changed, with new innovations, ingredient improvements, and customer expectations influencing the sector. From hormone balance and intestinal health to longevity and beauty-from-within, there is an increasing need for science-backed, clean-label, and customized formulations.
Manufacturers must keep ahead by using high-quality ingredients, exploring delivery systems, and following consumer preferences. The shift toward individualized health, sustainable sourcing, and innovative formulations means supplement brands need to be strategic in their product development and marketing. Success in this industry necessitates a dedication to transparency, quality, and adaptation to changing consumer demands.
As a trusted bulk ingredient supplier, Vivion provides high-quality, traceable raw materials to help supplement manufacturers create premium product formulations. Whether you need clinically studied ingredients, clean-label solutions, or guidance on formulation challenges, our team is here to support you. Connect with the experts at Vivion today to discuss how we can help you develop market-leading women’s health supplements that meet the demands of today’s consumers.