IFF Health (Belguim) has announced a partnership with GenM, the menopause partner for brands. The complementary alliance enables IFF Health to not only accelerate global awareness of the menopausal journey, but also provide comprehensive, targeted solutions for brands and consumers.

It is estimated that 1 billion women worldwide will be going through menopause by 2025. IFF said it is committed to helping food supplement brand owners reach this audience, spread awareness of the end-to-end menopausal journey, and provide dietary supplements clinically demonstrated to help with a range of symptoms that often accompany menopause—including hot flushes, low energy, vaginal dryness, memory issues, constipation, bloating and dry skin.

“Businesses and employers across the E.U. are beginning to take note and address the impact that menopause has on women, and we’re so pleased to partner with GenM, an organization that shares our values,” said Maider Gutierrez, global health category leader, IFF Health. “At IFF, we’re constantly leveraging science and creativity for innovative essential solutions. This new partnership with GenM, is just one of the ways we’re working to raise awareness and improve the way people talk about, experience and address menopause.”

“We are delighted to welcome IFF to our growing collective of over 70 forward-thinking brands who are committed to taking menopause seriously. GenM research shows that 87 percent of menopausal women feel overlooked by brands and by society as a whole, whilst a huge 97 percent believe that brands should do more to cater to them. We believe that this market deserves to be provided for and, for responsible organizations, there is a purposeful and commercial opportunity to be made by doing just this,” said Heather Jackson, co-founder of GenM.

Although GenM’s Opportunity Report identifies 48 different symptoms related to menopause, 51 percent of women surveyed can only name three. For food supplement brand owners looking to provide solutions in this space, addressing menopause holistically often requires a myriad of nutritional ingredients to help to reduce multiple symptoms, as motivated consumers seek a single format delivery system.

“The probiotic and nutraceutical solutions IFF offers have long helped women at all stages of life,” said Vanessa Azevedo, regional marketing lead for dietary supplements, IFF Health. “To deliver on our promise and further empower menopausal women to take control of their holistic health, we’ve developed an innovative ingredient combination known as Gaia, that brand owners can easily utilize for their next menopause supplement that’ll meet the demand that’s often overlooked.” 

For more information, visit https://iff-health.com/menopause-management/#read.