Women’s health supplements: A USD 41 Billion market on track for USD 66.5 billion
The women’s supplement category has transformed from a niche into one of the strongest growth engines in the entire wellness industry. In the last few years, global reports have consistently shown that women’s health, beauty-from-within, hormonal balance and stress-support products are growing faster than general supplements, with the category valued in the tens of billions and expanding steadily year after year.
Recent market analyses estimate that the global women’s health supplements market was worth around USD 41.1 billion in 2023, and is projected to reach USD 66.5 billion by 2032, implying a CAGR of about 5.6% over the period.
Considering a slightly broader definition (women’s health and beauty supplements), the market reached approximately USD 53–57 billion in 2022–2024 and is forecasted to grow to around USD 77.5 billion by 2030, with a CAGR slightly above 5%.
For B2B partners, this isn’t just a trend. It’s a commercial shift with long-term momentum and a clear opportunity for retailers who want to build future-proof assortments.
Women are the most engaged wellness consumers today
Women actively seek solutions for energy, hormones, digestion, skin, mood, sleep, and overall well-being. They research ingredients, compare brands, and stay loyal to products that work. This behaviour is one of the biggest reasons the category is expanding so rapidly, women don’t buy once, they buy consistently.
Their daily routines often include collagen, probiotics, magnesium, stress-relief blends and targeted formulations for skin, hair, PMS or menopause. This multi-category engagement makes them the most dynamic and valuable customer group in wellness.
Preventive health has become a lifestyle
Another major driver behind this growth is the shift from “fix the problem” to preventive support. Women invest in supplements before issues arise — especially when it comes to hormonal balance, energy, immunity and beauty-from-within.
This proactive mindset creates stable, recurring demand. Women aren’t buying for a season or a short-term resolution. They are building ongoing wellness routines they intend to follow month after month.
For B2B partners, that means high retention and repeat sales when the right products are offered.
And we should not forget to mention the beauty-from-within segment, which is exploding, and women are the ones who lead it
Collagen, hair & skin formulas, glow blends, and anti-stress beauty supplements continue to dominate the beauty-from-within movement. These products appeal to modern, busy women who want visible results and a daily ritual that feels premium and self-caring.
This segment has been one of the strongest contributors to category growth worldwide, and it shows no signs of slowing down.
Life-stage products are reshaping the market
Women’s health is no longer defined by “one multivitamin.”
Demand is rising for targeted, age-specific formulas:
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PMS and cycle support
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Hormone balance
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Fertility and prenatal support
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Postnatal recovery
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Perimenopause and menopause care
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Stress and sleep formulas
This segmentation enables retailers to create a structured, high-performing women’s wellness shelf that meets the needs of women across every life stage.
From insight to opportunity
This category brings together all the qualities retailers want:
- strong market growth
- high customer loyalty
- consistent repurchase cycles
- premium product positioning
- broad cross-category potential (beauty, immunity, digestion, hormones, stress)
Women also drive the majority of wellness decisions in their households, meaning one satisfied female customer often influences purchases for the whole family.
This is why the women’s supplement segment consistently outperforms in both sales and long-term customer value. For partners, it represents one of the clearest ways to secure stable, recurring revenue with products customers genuinely rely on.
Brands that invest in this category today will be the ones leading tomorrow, with stronger loyalty, higher basket value, and a customer base that grows with them through every life stage.
- FAIR Health. Use of GLP-1 Drugs to Treat Overweight or Obesity Increased 587 Percent from 2019 to 2024, According to New FAIR Health Study. May 27, 2025. Accessed June 11, 2025. https://www.fairhealth.org/press-release/use-of-glp-1-drugs-to-treat-overweight-or-obesity-increased-587-percent-from-2019-to-2024-according-to-new-fair-health-study
