The women’s health category experiences disruption

At the same time, Morgan said greenwashing remains an issue in the period and bladder care market with some products being made from plastic and toxic chemicals. She noted that many of those “made with organic cotton” are typically only 8% organic cotton unless certified organic. “Consumers are savvy and know how to verify the quality and certifications on a product,” Morgan said. “Together, this forms the basis for consumers’ trust.” 

Going forward, Morgan said she expects there will be more diverse product choices available, such as an increasing number of reusables (menstrual cups and absorbency options) and more add-on ancillary products like prebiotics and probiotics. She also said she anticipates an increase in the number of pain relief options and interest in organic options to accelerate.

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As for the bladder care (continence) product market, Morgan said it is continuing its upward trend as the taboo around bladder leakage fades and it’s discussed more freely, especially among younger consumers who are demanding more sustainable and healthier options. The company recently introduced its innovative incontinence range Oi Adult Care to the U.S. market.

As more women ask for naturally based solutions, companies have been quick to respond. Wile, a plant-powered naturopathic wellness brand for perimenopause and midlife, is shifting hormonal stigmas while looking at women and formulations holistically. The Portland, Ore.-based company was founded and formulated by women. Using naturopathic and traditional Chinese medicine, Wile’s supplement capsules, tinctures and functional drinks are clinically backed to help grown women aged 40ish to 60ish feel their best. The products are 100% natural, vegan and gluten free.

Focused on hormonal health and stress, Wile is the first brand to take a holistic approach to perimenopause. Wile’s supplements can be mixed and matched for overall hormonal health and its many unpredictable symptoms. That includes stress, which impacts aging, health and perimenopause. As a brand focused on women’s health, the company’s omnichannel approach includes its recent partnership with Walgreens.

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“The awareness of perimenopause and menopause currently going on in our culture is unprecedented,” said Corey Scholibo, co-founder and COO of Wile. Scholibo noted that it used to be rare to see any articles published on the topic, but now the frequency is almost daily and outlets like Vogue are calling it the trend du jour. All of this, he said, continues to raise demand for products and services that address those symptoms, but also the general wellness needs of women over 40. “Women are living 30 years longer on average, but her needs from ages 40 to 60 are largely ignored by brands and retailers,” Scholibo said. “I will say retailers like Walgreens have identified this woman as a core customer and are actively trying to grow the category to increase her support.”

The Bohemia, N.Y.-based company offers a wide range of supplements under the Nature’s Truth brand of products. “Vitamin D continues to be a wellness staple among women, with Nature’s Truth driving vitamin D trends and growing at more than 1.5 times total vitamin D,” Vigliante said. She noted that along with vitamin B-12, many women are seeking out these three supplements as a proactive way to focus on their core essential needs.

Keeping a close eye on the latest trends, news and scientific studies has helped put Piping Rock in the position of offering women the wellness products in the forms they want. It also enables the company to introduce products to market at a fast rate. “Decades of industry know-how allows us to develop and introduce innovative products at the right time, with an unparalleled speed to market,” Vigliante said. “Utilizing our own state-of-the-art facilities and manufacturing equipment, we build best-in-class formulas that feature trending ingredients and unique delivery forms to satisfy the needs of today’s consumers.” 

The company also has created operational efficiencies throughout the manufacturing process, including in-house packaging, label design and printing. “Female consumers are continuing to look for products that fit their changing needs,” Vigliante said. “Gummy vitamins continue to drive interest because of their ease of use and flavor satisfaction, as do powders due to their versatility and ease of mixing into shakes and coffee.”