Women want low cost, good value when shopping for self-care items

Considering that 90% of families’ healthcare decisions are made by women, and that women account for 93% of overall consumer spending on OTC pharmaceuticals, according to Greenfield Online for Arnold’s Women’s Insight Team, identifying and delivering on women’s aspirations is a crucial factor in the success of self-care healthcare items.

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Women are shopping for great benefits, said Beth Wall, Estroven brand manager at i-Health, but they’re also value conscious. “They’re looking for a healthy solution, but it can’t be too high of a cost; it has to be a good value,” she said. And as their family’s gatekeeper for healthcare decisions and purchases, they’re also time crunched, Wall added. “When brands are coming out with new products, they really need to be hard-hitting and truly fitting a need that this woman has because she’s got so much going on. She doesn’t have a lot of time.”



i-Health is looking to deliver on the promise of great benefits at a good value with its launch of Estroven Intimacy Kit, shipping in April. The Estroven Intimacy Kit will pair an Estroven libido supplement with a personal lubricant, Wall said. “It will really offer two different products ... to help with a woman’s hot flashes, night sweats plus mood and libido, and then the lubricant to help with a [menopausal] woman’s vaginal dryness.”