Emerging trends in women’s health are revolutionising the way women experience and manage their well-being, empowering them with innovative solutions and advancements. Whether it’s advancements in Femtech or more accessible at-home health solutions, these trends are setting the stage for a healthier, more informed future for women.
Why Women’s Health is a Trending Topic
The surge in interest around women’s health is mainly due to research advancements, a shift towards more inclusive healthcare and continued awareness through channels such as social media. This increasing awareness highlights the importance of addressing gender-specific health needs, breaking down stigmas, and ensuring that women receive equitable care.
Women’s Health: Top 5 Trends In Online Search Behaviour
1) Women’s Health Biometrics Continue to Rise
The interest in women-specific health biometrics is rapidly increasing, driven by advancements in wearable technology. A recent McKinsey Report indicates that nearly half of the respondents have invested in fitness wearables, with a notable pivot towards devices that monitor holistic well-being. Wearables such as the Oura ring track vital health metrics like sleep quality, heart rate, and body temperature, catering specifically to women’s health needs.
For instance, the Evie Ring targets the 40-60% of menopausal women who suffer from sleep disturbances. It helps users identify patterns of poor sleep and provides actionable suggestions to enhance sleep quality. These innovations represent a shift towards non-invasive methods for women to manage their health, allowing them to track everything from menstrual cycles and fertility to sleep patterns and overall well-being.
Why the Trends Matter
This burgeoning interest in personalised health metrics underscores a significant shift towards self-managed healthcare, empowering women with the tools to understand their unique health needs better. The utility of these devices in providing a deeper understanding of biometric data enables users to make more informed health decisions.
Moreover, as the wellness tracker market is projected to grow by 5.62% over the next four years, the future looks promising for women’s health technologies. These developments are set to reshape the landscape of women’s health, offering exciting opportunities for consumers and industry leaders alike. This trend not only highlights the increasing demand for tailored healthcare solutions but also indicates a broader movement towards enhanced longevity and quality of life for women.
2) Increase in Demand for Supplements Targeting Menopausal Women
On the topic of menopause, recent trends indicate a growing demand for supplements that address specific menopausal symptoms. Women are searching for products that target distinct symptoms such as hormonal imbalance, skin changes and join pain. These search terms like “supplements for hormone balance”, “collagen for menopause” and “supplements for menopause joint pain” indicate a clear preference for products that address precise health concerns rather than generic wellness supplements. Women consumers are seeking solutions that are evidence based and specifically designed to alleviate their menopause related symptoms. Furthermore, signalling a move towards more personalised wellness strategies.
What insights can we derive:
These search behaviours reflect a broader shift in the women’s health space. Women are increasingly looking for products that are not just general health solutions, but ones that directly tackle their individual symptoms with proven evidence. The emphasis on tailored, symptom focused products showcase the growing expectation that the supplement and broader wellness market should specifically cater to the unique needs of women. Moreover, menopause has long been an underserved market that warrants personalised solutions during each stage of the menopause.
3) Intersection of Tech and At-Home-Testing
As revealed by our trend library, the demand for tech-enabled fertility solutions continues to rise. Premom has developed an ovulation predictor app, alerting their users when they are reaching peak fertility to enable them to conceive earlier. By integrating at home ovulation tests with an app that provides instant digital results, Premom reflects the rising interest for personalised, data-informed family planning solutions.
Moreover, AI powered virtual assistants can sync with wearable trackers and home testing kits, offering real-time health insights, reminders to take medications and schedule doctors appointments, thus providing predictive analytics based on both biometric and test data.
The womens health gap, which describes the lack of equity concerning healthcare across women and men, could lead to many women turning to tracker apps and home testing kits. Research has found that women wait longer than men to be seen by a doctor, receive a diagnosis and are less likely to be given pain medication. The persistent disparities in women’s healthcare access are accelerating the shift towards digital health solutions. The rise of popularity in home-testing reflects the growing demand for more accessible, self-directed healthcare options in a climate where trust in traditional medical professionals may be waning.
The integration of wearable devices with at-home testing kits is creating a seamless digital health ecosystem, where real-time biometric data from wearable devices can complement self-administered tests, offering women a more comprehensive view of their holistic health.
Why These Trends Matter:
Digital health solutions are reducing reliance on traditional healthcare, in a more empowering way. With anything from a few months to 3 year long NHS waiting lists for fertility treatments, technologies such as Premom have the ability to empower patients by giving them more autonomy over their reproductive health. As such, they are able to track their ovulation cycles, optimise their chances of conception, and better manage their fertility journey while waiting for medical support. Integration with AI powered virtual assistants can further offer personalised, real-time support that helps women stay organised, informed, and proactive in managing their fertility and pregnancy health.
4) Inclusivity and Social Fitness
Despite the rise of technological health management solutions, traditional activities like running and exercise classes remain vital social routines for many women. Inclusive fitness clubs and classes are supporting the way women engage with exercise by offering more than just physical workouts; they provide spaces where women can connect and feel a sense of belonging. These environments are particularly appealing because they offer safety and support, creating a strong community atmosphere that is a major attraction for many participants.
Surveys like Sport for England’s Active Lifestyles reveal that safety remains a major concern. Similarly, the SportsShoes Running Report shows that women are less inclined to run after 5pm in winter. Consequently, these clubs fill a vital gap by offering secure, welcoming spaces.
In fact, search trends confirm this shift as evidenced by the Increasing volume of queries such as “running clubs” and “women’s running clubs.”
The impact of the trend:
Group fitness classes have even been dubbed ‘the new pub’. Participants enjoy the camaraderie and empowerment that comes with building genuine friendships. Additionally, these communities present exciting business opportunities. For example, City Girls Who Walk have collaborated with brands such as Hoka and Foot Locker and Slow Girl Run Club have hosted start-up brands such as Vuori and Alani Energy drinks. These communities have fostered closer connection between brands and an engaged audience.
Key to this trend is the promotion of ‘inclusivity’ and brands have also been keen to collaborate with inclusive fitness communities. For instance, Hyrox’s hybrid fitness events cater to all levels, sparking impressive growth and embrace inclusivity as a core value. Not only has it been a key factor to its’ explosive participation growth but clothing brands such as PUMA and equipment brands such as Centr have been quick to collaborate.
5) Functional Fitness are Shaping Women’s Fitness Routines
The way women approach fitness is changing. Online search data reveals a surge in interest in functional fitness training that supports real-life movement, longevity, and overall well-being. Three key trends stand out:
- Mobility for longevity – Women are prioritising movement that supports long-term health, with searches for “pelvic floor exercises for women” and “kegel exercise for women” rising.
- Strength training on the rise – More women are lifting weights, reflected in the increasing search volume for “strength exercises for women.”
- The Pilates boom – Pilates and reformer Pilates are gaining traction, blending strength, mobility, and mindfulness. Searches for “Pilates,” “reformer Pilates,” and “at-home Pilates” have all seen a notable rise.
Why the Trends Matter:
These search trends highlight a shift in priorities. Women are not just focused on fitness for aesthetics but also for long-term health, strength, and resilience.
- Mobility for longevity – The rise in pelvic floor and kegel exercise searches suggests a growing awareness of women’s health beyond traditional workouts. Improved mobility and core stability support everything from injury prevention to postnatal recovery.
- Strength training growth – Historically, weightlifting was male-dominated. The increase in searches for strength exercises for women signals a cultural shift. Women are recognising the benefits of muscle-building for bone density, metabolism, and confidence.
- Pilates as a hybrid solution – Pilates blends strength and mobility with mindfulness, making it an attractive option. Pilates is also adaptable and low-impact exercise which has made it an attractive ‘at home’ workout option.
Key Takeaways and Insights
The growth of wearables and biometrics dedicated to tracking women-specific health metrics showcases a significant pivot towards personalised healthcare. This not only empowers women with detailed insights into their physiological processes but also catalyses the growth of the femtech sector. We are just at the beginning of an expanding femtech market focused on nuanced health stages such as menopause, fertility, and overall women’s wellness.
Furthermore, the increasing demand for targeted supplements and the integration of AI with personal health monitoring indicate a future where healthcare is both pre-emptive and highly customised. Functional fitness trends, like the surge in Pilates and strength training for women, align with this shift, offering holistic approaches that cater to long-term health and mobility. These evolving preferences suggest a significant departure from generic health solutions, steering the market towards products and services that offer specific, evidence-based benefits for women.
