Many women are rethinking their approach to staying healthy as they age, offering opportunities for new natural, scientifically substantiated solutions.
Healthy ageing is a dynamic concept. Consumers are adopting a proactive approach to their wellbeing with the aim of staying active and engaged in life for as long as possible. This approach often includes dietary supplements in addition to a healthy diet and regular physical activity.
According to the Centers for Disease Control and Prevention (CDC), a higher percentage of women (63.8%) reported dietary supplement use than men (50.8%). Women are increasingly expecting to maintain an active lifestyle throughout their lives.
The concept of healthy ageing often covers some of the most significant changes that women go through: perimenopause, menopause and postmenopause. The symptoms related to these changes can impact a woman's life for 10 years or more.
The needs and preferences for solutions to help manage symptoms and concerns, such as bone loss, can vary from woman to woman. The State of Menopause survey reported that 65% of women familiar with hormone replacement therapy would not consider it for symptomatic treatment. Additionally, even though the prevalence of complementary and alternative medicine (CAM) is high among menopausal women, a large group – approximately 73% – chooses to forgo any treatments.3
Whether due to a lack of awareness or safe and effective options, it’s clear that the healthy ageing category for women deserves more attention.
When developing new healthy ageing solutions, it’s useful for formulators and marketers to consider that addressing the symptoms of menopause is just one piece of the puzzle. Solutions need to focus on empowering women to live the lives they want to lead.
So what does this mean in practice? Our proprietary insights reveal that sleep, sports performance, cognitive health and intimate health are some of the key areas that matter most to women over forty.
Givaudan offers several natural solutions in its ingredient portfolio that are a great match for creating innovative healthy ageing products that respond to this opportunity. LifenolTM, a science-backed hops extract proven in gold standard clinical trials to relieve menopausal symptoms, such as hot flashes,, could be a particularly interesting choice for nutraceutical formats. LifenolTM has also been shown to support total bone-mineral density in postmenopausal women.³ It’s the natural way to improve menopausal quality of life.
For women experiencing Overactive Bladder (OAB), FlowensTM has been clinically proven to reduce micturition and urgency, often one of the most bothersome bladder symptoms.
Finally, CereboostTM has been shown to be effective in improving working memory performance in healthy middle-age adults vs. placebo.
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