Perimenopause Is Becoming A Huge Focus For Women’s Health Marketing
Perimenopause – the years-long phase right before menopause – is among the fastest growing business sectors in women’s health (despite its difficulty to define and diagnose).
Common symptoms are anxiety, problems with sleep, depression, and hot flashes, with patients often diagnosed once they enter menopause.
The menopause market is valued at about $18 billion — with projections showing its growth to $24 billion by 2030. Now businesses are hoping to expand upon that by marketing to the perimenopause communities (women starting in their late 30s).
WHAT IT LOOKS LIKE
Supplements, meal plans, wearables, prescription medications, and more.
There have not been many studies on perimenopause, but an increasing number of celebrities and influencers are talking about it, leading to increased awareness.
With the lack of clear definitions of perimenopause, businesses are marketing towards younger women in their late 30s through supplements, which account for 94% of the overall menopause market.
One medical treatment for perimenopause is hormone replacement therapy, but given the wide range of perimenopause symptoms, it does not resolve every case, leading to calls for more research and studies.
BUT, HOLD ON: Women’s health experts who spoke with STAT say they’re “glad the topic is getting more attention” but they’re also skeptical of claims that all of the new products and services can “fix issues like sleep difficulties, hot flashes, mood swings, night sweats, brain fog, anxiety, hair loss, skin problems, weight gain, and low libido — many of which are symptoms that may be caused by perimenopause or by something else entirely.”