Is the supplement industry finally giving women something to buy?

This content item was originally published on www.nutraingredients-usa.com, a William Reed online publication.

By Danielle Masterson

- Last updated on GMT

Related tags Supplyside west women's health Creatine

It’s no secret that the dietary supplement industry has missed out on major opportunities by ignoring female consumers. But are brands finally catching on? Who better to ask than Susan Kleiner, PhD, a true trailblazer and someone who has been advocating for equal nutrition for female athletes for over three decades.

NutraIngredients-USA spoke with Kleiner in 2019​ about the topic and at that time, she said despite women being the primary purchasers for everyone, nutraceutical brands aren't giving them anything to buy. Four years later, has that changed? 

“I think so,” said Kleiner. “Not an abundance, but things are definitely changing and we have more than anything, the beginning of good research evidence behind some of the brands that say they are for women. Unfortunately, very often, a product was developed and all the research was done on men and it said, ‘female-based.’ As a judge for NutraIngredients [USA] awards, we would see that, and I'd kick them out.”

Today, the owner of High Performance Nutrition said one exciting trend she is seeing among products for females is new delivery systems. 

“When I think about women, they're not standing in the kitchen with a glass of water to take all their pills–and hardly anyone really wants to take pills anymore–[there are now] delivery systems for convenience. So whether it's gummies that are helpful to transport in your pocket, to either give to your kids or for yourself, waterless delivery technology for various products like electrolytes or other ingredients, anything that helps make it more convenient and taste good to take what you need to take for your day," said Kleiner. 

When it comes to trending ingredients, her go-to is an oldie but a goodie. 

“Creatine today is moving out of sports, I mean, it's got a stronghold in the sports world, but it's moved beyond sports.​ It's really a health and wellness ingredient, important for not just muscle, but bone, brain, reproductive health and longevity.”

To hear more on Kleiner’s take on supplementation for women and why she's busier than ever, watch the full interview.

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