With so many differing health challenges across a woman’s lifetime, Front Row’s Director of Insights, Emily Safian-Demers, joined the NutraCast to examine the shifting consumer behaviors and expectations in the women’s health and wellness space.
Front Row recently released “The Future of Women’s Health: Market Trends & Amazon Growth Strategies for 2025″ report, which examines how these behaviors and expectations are showing up specifically on high-growth platforms such as Amazon.
Safian-Demers said women’s health is something that is top of mind for women and that they have gotten to the point where they do not feel confident in the traditional healthcare system to support them in the health and wellness space. As a result, they are taking their health into their own hands and going to platforms like Amazon to search for supplements that are formulated to help some of their specific issues.
“So how this is showing up on Amazon, we’re seeing a lot of search volume,” she said. “For example, searches for vaginal probiotics on Amazon grew by 171% in the last year, comparing 2023 to 2024, and grew by 657% in the last two years. That’s just one example, but there are so many examples of growth in interest and searches for some of these products and solutions that we’re seeing show up on Amazon because women aren’t feeling supported by the traditional health care system.”
Thanks to celebrities like Halle Berry and Naomi Watts speaking openly about menopause, there has been a cultural shift in how women’s health issues are discussed. Safian-Demers also noted an increasing openness among women, facilitated by social media, to share personal experiences and seek support. For example the term “millenopause " was introduced, which highlighted how millennials are reshaping the menopause narrative and influencing wellness brands to address their specific needs.
The report also referenced highlights from 2024, including when the White House’s first-ever conference on women’s health and the National Institute of Health’s launch of website dedicated to women’s health research. President Biden also signed an executive order to expand research on women’s health care, including strengthening data standards. Fast forward to today, the headlines look very different. So what can be done to support women’s health?
“It’s hard not to get a little discouraged comparing today with what was happening a year ago, but I will say that particularly in America, [there are] brands that are generating money and really driving business to keep opening doors in a time when political leaders are trying to shut those doors,” Safian-Demers said. “So as women and as humans and as consumers, we can keep talking, first of all, about these issues. We can keep shouting from the White House steps or Capitol Hill.”
“Continuing to purchase from brands that are creating products that support women’s health is another great action—so buying those menopause supplements, showing brands that their products are wanted and needed and valued," she added. “And then continuing the conversations even just among ourselves [...] in our communities and in Facebook groups, continuing to talk about these things is a great way to make sure that they don’t get overlooked or put on the back burner.”
To hear more Front Row’s report, how to destigmatize sexual health conversations and what’s next for the ecommerce and marketing agency, listen to the NutraCast.
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