HEALTH: WOMEN’S HEALTH
Inside and Out Continued interest in self-care is driving innovation in healthcare products for women By Carol Radice
Here are two things we know about the state of women’s health care today: Women are becoming more educated about their own bodies, and they are prioritizing their mental and physical well-being. COVID may have accelerated this development, but all signs point to this trend continuing to build momentum, especially as consumers of all ages are demanding better care and more natural, safe and accessible options. But the reasons underlying this are worth noting. Like all areas of retail, women’s health is being disrupted. Many legacy players are seeing flat to negative growth while disruptive leaders are gaining traction. As a result, women are gravitating away from their mothers’ brands toward dynamic brands that resonate with them and their lifestyle. The younger consumer has been breaking taboos over the past five to seven years as we witnessed
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disruption in the pregnancy/fertility space, period care and now mental wellness. The 40-plus consumer is embracing this mindset too and is opening up the conversation about their own health and what they need as they enter perimenopause/menopause. At the same time, many of these women feel their needs are often overlooked, as inclusion and visibility are critical to them at this point in their lives.
Better for the Planet Within the period and bladder care market, macro trends continue toward healthy-for-us, better-for-theplanet products. According to Clare Morgan, CEO of the Organic Initiative, based in Torrance, Calif., devastating climate events are contributing to this growing awareness and urgency to make changes in the way women live and the products they buy. At the same time, Morgan said greenwashing
July 2022 DRUGSTORENEWS.COM
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