Women’s sports nutrition is an underdeveloped yet fast-growing category. Gender-specific innovation is rising, with solutions addressing bone health, hormone-related metabolism, and cognitive wellbeing. Advances in gut-supporting biotics, personalised protein formulations, and circadian rhythm-based products are further driving the evolution of this sector.

Despite growing interest, just 3% of global performance nutrition food, drink, vitamin and supplement launches in the five years to November 2025 featured a female claim1 – highlighting significant untapped potential.

Consumer demand is clear: 44% of UK women agree that where they are in their menstrual cycle impacts the severity of any health issues they have2, while 46% of South Korean women who take supplements say there aren’t enough vitamins, minerals and dietary supplements dedicated to women3.

Join this Vitafoods Insights webinar on women's health and sports nutrition to discover how tailored innovation is meeting female consumers’ unique health and performance needs.

References:

1. GNPD. Mintel, Dec 2021-Nov 2025
   
   
2. Women's Health and Hygiene Products, UK. Mintel, 2025.
   
   
3. Vitamins, Minerals and Supplements, South Korea. Mintel, 2025.

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