In the Euromonitor report—Young Women’s Health: Global Attitudes Towards Health, Fitness and Wellbeing Among the Under 30s and Market Impact—“taking health supplements is very common among under 30s females. As many as 71 percent of this group said they take health supplements or vitamins […]”
Young women sometimes draw inspiration from popular figures who are going after their own fitness goals, with “fitspiration” images and commentary fueling the market’s increasing focus on sports nutrition for women.
“Sports nutrition continues to push further into the mainstream and manufacturers are looking to increase their appeal among non-core users, such as wellness- and fitness-minded women,” noted Euromonitor in Young Women’s Health. Studies back up the fact that women who hit gyms are increasingly using supplements, such as protein shakes, to maximize the effectiveness of their workout routines, the report points out.
In fact, according to another report from Euromonitor—Dietary Supplements in the US—in 2017, “Protein supplements continued to perform well thanks to shifting consumer perceptions; once preferred by weightlifters and serious athletes for muscle gain, protein supplements have come to be seen by many as a healthy addition to their daily diet.” Multiple studies have shown that protein can be particularly useful in aiding weight loss for women, “as a serving of protein can make people feel fuller for longer than a serving of carbohydrates with a comparable calorie count,” the Dietary Supplements report added.
Many women are adopting a more holistic view of healthy weight and body image “as they realize the need for total nutrition and exercise regime change, rather than relying on ‘miracle cures,’ “ the Young Women’s Health report noted.
In line with the focus on health and nutrition, young women are paying closer attention to food labels and eating better.
“The future may see more vitamins and dietary supplements formulations developed to appeal to young women, such as those containing B vitamins, vitamin D, calcium, iron, probiotics or female-friendly plant extracts such as evening primrose oil or grapeseed oil,” Euromonitor predicted in its Young Women’s Health report.
According to Euromonitor’s Dietary Supplements report: “Probiotic supplements led dietary supplements in 2017 in terms of both actual value sales and growth; consumer interest in healthy lifestyles is a key driver of demand for probiotics, which consumers perceive as natural and compatible with the wholefood movement due to probiotics’ association with healthy fermented products like yogurt and kombucha.”
“The majority of probiotic supplements are marketed [. . . ] as a means to improve overall health, although targeted formulations are becoming more prevalent; specific positionings include digestive health and the immune system, as well as benefits such as skin improvement, weight loss and better oral health,” the Dietary Supplements report noted. “Furthermore, the fast pace and stresses of modern life can lead to or exacerbate digestive disorders such as indigestion and heartburn; multiple studies have shown that probiotics may ease these stress-induced digestive problems, which are becoming increasingly prevalent.”
