“Menopause is not a disease, it’s a transition, and it affects a staggering 20% of the world's population at any given time, with women left struggling to find the products and support they need during this significant phase of their lives,” Heather Jackson told delegates at the Active Nutrition Summit held last week in Amsterdam. The event was hosted by NutraIngredients.
Jackson explained that despite its prevalence, the market for menopausal products and support remains largely undeveloped, and she urged businesses to seize the opportunity for commercial growth and societal change.
Opportunities for business and consumer
Jackson’s call to action revolved around the need for businesses to take menopause seriously and provide the necessary products and services that women in this stage require.
She cited 48 signs and symptoms associated with menopause, suggesting that these could open up a vast array of opportunities for businesses to develop products tailored to meet these needs.
While symptoms like hot flashes and mood swings are the commonly cited symptoms of menopause, Jackson notes that other key symptoms include joint pain, fatigue, muscle tension, loss of bone density, and breathing difficulties.
As she explained to the audience at the Active Nutrition Summit, there are brands already working towards aiding these symptoms in athletes, who could be benefitting off marketing for menopausal women.
And according to statistics provided by Jackson, 87% of those experiencing menopause feel overlooked by brands, and 91% have never seen any specific marketing for menopause-friendly products.
Many women currently view their menopause as "not that bad," but Jackson emphasised that in the 21st century, society should aspire to more than that.
Gen M (short for Generation M) was founded in 2021 by Heather Jackson and Sam Simister, who realised there was little support or information for them when they began to experience perimenopause.
They launched the ‘menopause friendly’ logo, a symbol that would help women identify products and services suitable for their needs, with the aim to “empower women to have a positive menopausal experience”.
Now they have the logo rolled out in stores and on various products, aiming to facilitate women having easier access to the products they need.
Jackson concluded: “Menopause is not just a medical or workplace issue; it's a societal and business issue. With the right approach, businesses can capitalise on the opportunity to serve this significant demographic better.”