Innova Market Insights monitors growth in products for particular consumer groups—whether identified by diet type, lifestyle, or gender. Products for women are particularly noticeable and not surprisingly, we see targeted women’s products first in supplements, followed a growing wave of related food and beverage offerings. One way to track product trends here is to look at the major milestones in a woman’s life—namely pregnancy, breastfeeding, mid-life, and aging.

Innova new product launch data show a 12% compound annual growth rate globally between April 2019 and March 2024 for food and beverages targeted toward women. Although North America ranks third among global regions with women’s product launches, the US leads other countries in the total number of specialty food and beverage launches for women.

On-Trend Topics

Each fall, Innova Market Insights releases its Top 10 Trends for the coming year. These trends capture consumer and manufacturer sentiment and intentions around key food, beverage and supplement topics. More than half of our 2025 trends are particularly applicable to women’s health.

Our top trend for 2025 is “Ingredients and Beyond.” Manufacturers are going beyond ingredients to add value through product quality. Quality can be conveyed on pack with features touting freshness, health and naturalness. Interestingly, Gen X and Boomers over-index in responding to these qualities. Meanwhile, we find that brand name, safety, and advertising messages resonate most among Gen Z and Millennials.

Because a majority of shoppers are women, improvements in product quality can impact women’s purchase decisions. Also, we see a shift to “hero” ingredients that are in the spotlight for their unique health benefits, including women’s health issues.

Several hero ingredients stand out. Mushrooms are increasingly used in supplements as well as in beverages such as functional coffees. The functional mushrooms Chaga, Lion's Mane, and Reishi are promoted for supporting immunity, brain health, and feelings of well-being. Other hero ingredients that are enjoying modest but wider use are cinnamon as an antioxidant; ashwagandha to relieve mental stress; collagen for hair, skin, nails, and joint health; and chromium picolinate to help manage weight.

Innova’s second 2025 trend is “Precision Wellness.” This trend highlights the need for products that meet targeted nutritional needs at any life stage. We see impressive year-over-year global growth in food and beverage products with claims related to women and women’s health, including specific health needs that resonate with women, for example, weight management.

Trend # 4 is, “Gut Health: Flourish from Within.” Consumers increasingly are aware of the need to support their gut microbiome with key ingredients such as fiber, which is among the hero ingredients for 2025. Fiber is important to women’s health for its role in a healthy gut, digestion, growth of beneficial gut bacteria, weight management, and overall well-being.

“Rethinking Plants” is Innova’s #5 trend for 2025. Consumer sentiment is moving toward plant-based foods that have real, natural, and recognizable plant-based ingredients. The evolution of plant-based offerings spans across products for women at all life stages.

Top Trend #7 for 2025 is “Taste the Glow,” with its nod toward beauty from within. Women are key purchasers of cosmetics and could be a ready audience for food and beverages with ingredients to improve physical appearance and beauty. Our consumer trends surveys suggest that consumers most associate bottled water, nuts and seeds, and supplements with physical appearance.

The ninth trend, “Mindful Choices,” demonstrates the connection between brands and mental and emotional wellbeing. Consumers surveyed by Innova frequently associate certain B vitamins with mental health. Botanical ingredients for mental health also are gaining share.

Wellness for Women of Any Age

American women are incorporating foods and beverages into their health and wellness plans. Our consumer trends research shows that US women seek holistic support for well-being through products with natural ingredients, low sugar content, high nutrition value, and functional benefits.

They want more energy, mood improvement, gut health, and other improvements in wellness.

Pregnancy and breastfeeding are the top women’s health claims; immune health and heart health also are prominent in products for women. Those on-pack claims growing at the fastest rate include those for heart health, energy, and immune health.  

Pregnancy and Lactation

Pregnancy offers opportunities to tailor functional products to a highly receptive audience. Many pregnant women have the same general priorities as prior to pregnancy—namely natural ingredients, balanced nutrition, sustainability, and reduced environmental impact. They are likely to desire pregnancy-specific products that are ethically sourced, nutrient-rich, low in unhealthy ingredients, free from artificial additives, and supportive of a healthy pregnancy. Emotional wellness, stress relief, and feelings of relaxation are part of mental well-being for expectant mothers, who may experience a wider range of emotions during pregnancy.

Innova research shows that Generation Z and Millennials are more likely to follow vegetarian, vegan, or plant-based diets. These generations also are in the peak pregnancy years. Expectant mothers who choose plant-based options or a plant-centric diet need to pay special attention to nutrition. This particularly true for those nutrients more commonly associated with animal-based products and that help meet dietary needs of a healthy pregnancy.

Diet needs change. According to our consumer trends research, diet is the top action taken by consumers who are trying to get pregnant, while taking vitamins and supplements is the top action during pregnancy. Pregnancy-focused product launches feature varied claims. Immune health, digestive and gut health, and brain health are top claims in products positioned for pregnancy. Energy, immune health, and vitamin and mineral fortified are the fastest growing claims.

Consumers enjoy exploring diverse flavors and cuisines from around the world, and this also holds true for pregnant women. Their tastes and tolerances may change but they still are likely to seek out new culinary experiences and international flavors. One area of opportunity for manufacturers could be nutrient-rich, globally-inspired, pregnancy-friendly dishes and ingredients.

Postpartum women tend to continue to eat healthily. They also report exercising and taking vitamin and mineral supplements. Food and beverage launches marketed for breastfeeding benefits are growing, with brain health as the top claim for its importance to the infant and energy claims showing the strongest growth.  

Healthy Aging and Women

The mid- to later-adult years for women (including menopause) are a prime period for attention to health. When women were asked by Innova about the steps they are taking to age healthily, the highest percentages named regular physical exercise, better sleep habits, and weight management.

Protein is an important nutrient for older women. During aging, women need high quality protein to support muscle growth and reduce muscle wasting. Plant-based protein offers key benefits in that it does not contain the fat, saturated fat, and cholesterol found in animal-based proteins. Soy protein, in particular, is a high-quality protein that contains a full complement of essential amino acids. Watch for the emergence of protein from algae sources, as well as the possible introduction of insect protein ingredients.

Our #2 trend for 2025, Precision Wellness, anticipates the need for personalized wellness food and beverage products for older women. These products could target health concerns specific to aging—such as bone or cardiovascular health, for example.

Gut health is another priority for healthy aging. Because the microbiome changes with age, probiotics, prebiotics, and other gut health ingredients could find a ready market among older women.

Products positioned specifically to support healthy aging are somewhat uncommon in the US. Products marketed for older adults in Asia, including nutrient-fortified milk powder with added prebiotics or with nutrients for bone health, may be introduced into the North American marketplace at some point in the future.

Sports Nutrition for Older Women

Women embrace sports throughout their lifespan. Sports performance products can support women as they age by combining sports benefits with holistic benefits resonating with women as they age. Focus areas here include heart, joint, cognitive, immune and gut health.

One area of opportunity could involve ready-to-drink sports protein beverages. These products are generally targeted younger adults. However, positioning them more toward sports and older adults, including women, could appeal to this active, older audience.

Shopping Behavior, Social Media

Convenience is a major selling point for products targeted toward women. Busy lifestyles and the need for time-savers increase the appeal of convenient, online grocery shopping. Some companies have responded by positioning and marketing products toward the online audience.

Specifically, we’ve spotted quick-to-prepare meal kits, single-serve healthy snacks, and ready-to-eat meals either specifically designed for single women or busy couples. All these can be microwaved or reheated quickly.

Social media can foster a sense of community among women and is a powerful tool for food and beverage brands to connect with women of all ages to promote their products. Strategies here could include influencer marketing, recipe videos, interactive content, and opportunities for sharing within a community. These efforts all could engage current and potential female customers across all stages of the female lifespan—from young adulthood to pregnancy, lactation, mid-adult years, and older adulthood.