Women’s health is finally beginning to receive the attention it deserves. 2024 kicked off with a global discussion around the World Economic Forum’s newly released report highlighting the women’s health gap, as conversations around women’s wellbeing and how they can be better supported begin to feature more prominently in mainstream conversations.

Amidst calls for better research and healthcare infrastructure for this historically underserved demographic, the role of nutrition in uplifting and empowering women’s health cannot be overstated.

However, as brands begin tailoring their solutions to meet this demand, there is a key group at risk of being overlooked: midlife women.

Aged between 45 to 60, this is a powerful yet largely underappreciated consumer group who is typically navigating a new and challenging chapter of their lives. This era is characterised by major changes in both their professional and private lives – including, of course, the complications that come with menopause and other age-related health concerns.

Tailoring their approach to the distinct needs and concerns of women in perimenopause and menopause unlocks significant opportunities for brands to build trust and engagement with this growing demographic.  

Who is the average midlife woman, and what is she looking for?

The average midlife woman is undergoing a metamorphosis. 

Around 30% of women in their 40s and 50s have just undergone major transitions at work, while many are also experiencing significant changes at home – including having their adult children assert their own independence and moving out of the family home¹.  With relatively higher financial means and enjoying a respite from caregiving responsibilities at home, women at this life stage have newly-rediscovered time for personal care and fulfilment. 

The changes that midlife women experience in terms of their health and wellbeing can be broken down into two categories – physical changes, as well as changes to their behaviour and attitudes to health management. 

Physical

The impact of menopause and the range of health concerns that come with it must not be understated. Starting from perimenopause, which can begin in a woman’s early to mid-50s and last for two to 10 years before she experiences menopause² , symptoms can include³:

• Heavy or prolonged bleeding
• Hot flushes and night sweats
• Sleep disturbance
• Joint pain and stiffness
• Anxiety and depression
• Brain fog and memory issues
• Weight gain
• Issues with sex drive
• Changes in hair
• Vaginal dryness
• Changes in skin
   

From stress and weight gain to muscle and bone pain, these associated complications significantly shape day-to-day wellbeing, and the health solutions that midlife women seek. Other age-related concerns, such as skin health and mobility, also naturally come into play at this stage.

Even though menopause and ageing encompass a wide and varying range of symptoms, midlife women prefer targeted solutions that address their key concerns without over-labelling.¹ For instance, products that mention joint health or hair health in a more general sense without making overt reference to menopause would be more effective with this group. As such, there is benefit to focusing solutions on specific concerns.

Behavioural

However, alongside these challenges lies a powerful opportunity. As they gain more power and freedom, midlife women tend to experience a shift in focus, as they recentre their daily routines and priorities around themselves instead of their children or parents. This comes with a sharper focus and higher proactivity in terms of their health and wellbeing.

Research shows that 42% of midlife women change their diets or buy more nutritional foods to improve their health, while 35% start to exercise more.¹

They also demonstrate a strong preference for health-boosting supplements and traditional solutions over prescription medicine⁴, which signals a distinct opportunity for nutrition brands.

The distinct health concerns of midlife women

It’s critical to remember that women’s health is a diverse category, and that solutions catering to midlife women need to target the specific health concerns and conditions that are most salient for this age group – such as stress, joint and muscle health, or support with chronic illnesses like cancer.

General Health

While Nutiani’s consumer research shows that mobility and immune health concerns are generally more pronounced across consumers aged 55 and above, these are concerns that are also highly associated with menopause. One of the most common but often overlooked symptoms of menopause, especially in Asia Pacific, is joint pain and stiffness⁵.

Similarly, areas like skin and hair health, which are traditionally skewed towards women, are also especially skewed during the menopause stages, when midlife women tend to experience significant changes to hair and skin quality. Skin health also features as a key focus area for anti-ageing efforts. 

Additionally, as the average age of pregnancy rises, maternal health is emerging as a key concern for midlife women – especially for those in their early-40s. Solutions that incorporate probiotics, such as the extensively-researched Nutiani HN001™ strain, can provide prenatal and postnatal metabolic support, along with mood support and the balancing of vaginal pathogens.⁶

Mental Wellbeing

More than half of midlife women have had to manage serious health issues for either themselves or a close loved one, with 20% experiencing the passing of a parent.¹ Coupled with other major changes like an empty nest, career transitions, and menopause, it’s no wonder that mental health and stress management are amongst the top concerns for this demographic. 

Unfortunately, anxiety and depression, along with other cognitive issues like brain fog and memory problems, are also amongst the most unexpected symptoms of menopause – with women often unprepared to handle them.

With 54% of women saying that mental health support would help them feel supported in ageing, it’s evident that this is an area of focus not just for women experiencing menopause, but for the wider midlife demographic as well. 

This indicates an opportunity for brands to be proactive in developing solutions targeting these concerns through stress management products that incorporate phospholipids, for instance, which have been scientifically proven to moderate stress and improve a range of cognitive functions including staying positive and focused.⁷  


Facilitating open conversations around the common concerns that midlife women are likely to experience is effective in not only raising awareness of what they can expect, but also ensuring they feel more supported in handling them. Brands that endeavour to lead conversations around women’s health through content on their website, social media, and other channels can better support this demographic.

Oncology

Oncology is a consistent concern for women across all life stages – but given that the risk of cancer tends to increase with age, it becomes more of a concern in the midlife stage. Breast cancer is the leading cause of death for women aged between 40 to 55 in certain regions⁸, and research shows that this rate is set to increase in the upcoming years.⁹  

While nutritional support to boost overall wellbeing can be effective in preventing the onset of serious conditions like cancer, it’s important also to consider the need for solutions targeted at supporting cancer patients through their treatment and recovery process.

Protein, specifically, is a crucial ingredient for patients who are looking to gain muscle mass and renew healthy tissue as part of their recovery process.

Connecting with women on their health journey

While formulating effective nutritional products is crucial, truly empowering midlife women lies in acknowledging their distinct needs and experiences. 

Research shows that women tend to experience an average of 10 or more menopausal symptoms¹¹ – the specifics of which can vary substantially from one consumer to the next. This is also true for other age-related health issues that midlife women experience beyond menopause, meaning that a one-size-fits-all solution is inadequate. However, the reality is that only a handful of the most well-known symptoms are adequately understood and catered to through existing nutrition solutions. 

With the number of midlife women set to grow exponentially, there is a significant opportunity for brands to fill in existing gaps with targeted, well-informed products that cater to the diverse needs of this group. Prioritising targeted product development supported by consumer insights, alongside crafting relatable marketing strategies, will position forward-thinking nutrition brands to not only connect with, but uplift this influential generation of health-conscious women.