From Anti-Aging to Anti-Sweating: The CPG Industry’s New Hot Topic
Remember yesterday when we talked about the CPG industry’s obsession with keeping us all young and sprightly? Well, hold onto your cooling fans, because today we’re diving into a market that’s hotter than a menopausal woman in a sauna: the menopause care industry.
Why Is Everyone Suddenly Hot and Bothered About Menopause?
It’s like the universe decided to throw a hot flash flash mob, and everyone’s invited! We’re seeing:
- Baby boomers refusing to suffer in silence
- Gen X realizing they’re next in line for the hot flash express
- Millennials still wondering if they can adress menopause symptoms with avocado toast
The Numbers Are Sweating Bullets
- The global menopause market is set to hit $24.4 billion by 2030 (That’s a lot of cooling pillows!)
- 6,000 U.S. women reach menopause daily (That’s one heck of a hot flash mob – sorry)
- By 2050, 1.65 billion women globally will be 50+
- Despite the dramatic health challenges women face during this stage of life, there remains a huge gap in the American health care system to address women’s needs and private industry is stepping in.
What’s Hot (Besides Everything) in Menopause Care?
Beauty and Personal Care: Because “The Change” Shouldn’t Change How Fabulous You Look
- Skincare that says, “I’m not aging, I’m ripening like a fine wine”
- Intimate care products that whisper, “Dryness anywhere? Not on my watch!”
Ashwagandha and medicinal mushrooms (No, not the fun kind).
Wile is one notable brand in this category. Actor Judy Greer created a line of plant-based supplements to treat perimenopause and menopause symptoms from the inside out.
Endorsed by Serena Williams, the line includes capsules, tinctures and adaptogenic powders made with herbs like ashwagandha and medicinal mushrooms targeting specific needs, like stress, hot flashes and hormonal imbalances.
Devices: Gadgets That Make “The Change” Less… Change-y
- Wearable cooling devices (For when you’re hotter than your first crush)
- Home-use solutions like the vFit Gold Device, developed by Colette Courtion, for those “oops” moments (Because sneezing shouldn’t be an extreme sport)
Marketing Menopause: From Taboo to To-Do
- Brands are getting loud about what used to be whispered
- Celebrities in their 40s and 50s, like Naomi Watts and Judy Greer who are vocal about their own menopause journeys and are spilling the tea (iced tea, because…)
- “40-plus hormone health” sounds way cooler than “Holy cow, is this menopause?”
The Bottom Line
If you want to ride the menopause wave (sans hot flashes), here’s your game plan:
- Go holistic or go home: Women want one-stop solutions, not a medicine cabinet full of single-symptom products. Think Swiss Army knife, but for menopause.
- Get loud and proud: Ditch the whispers and euphemisms. Channel your inner Naomi Watts or Judy Greer and shout “MENOPAUSE!” from the rooftops (or at least on your packaging).
- Clean and green is the dream: Sustainable, clean ingredients aren’t just for millennials. Brands like Stripes are leading the charge, so hop on the eco-friendly bandwagon.
- Tech it up: Partner with telemedicine providers. Because nothing says “I care about your hot flashes” like a virtual doctor’s appointment and product recommendation bundle.
- Aspiration, not desperation: Frame menopause as the beginning of a new adventure, not a descent into old age. Think “40-plus hormone health” à la Wile, not “Oh no, I’m old!”
Do say: “I’m not having hot flashes, I’m just my own personal summer.” cranks up portable fan to hurricane force
Don’t say: “Hot flashes? More like hot fashion! I’ve color-coordinated my cooling sprays with my night sweat-wicking pajamas and mood swing mood rings!”