Marketers: 7 new woman-centric health conditions - video

Let's talk about health conditions that target women specifically, from digestive health to now libido, perimenopause and sports.

Todd Runestad, Content Director,

April 24, 2024

5 Min View

At a Glance

  • New woman-founded companies are delivering for women.
  • Women are screaming to the rafters: "This is what I want."
  • 7 new health conditions — and we know you haven't thought of them all.

[Editor's note: For the complete toolbox on formulating and marketing to the female demographic, download the free Natural Products Insider digital magazine, Women's Health.]

Women have always talked about these health concerns amongst themselves. But it it taking marketing efforts directed at women — oftentimes, thanks to women-founded brands — that is finally delivering on the health concerns of women.

Of course, it has not helped that women have historically been vastly underrepresented in clinical trials, meaning supplements are not being designed for women's bodies.

"We are seeing women-founded companies that have recognized that we don't want to struggle to find this stuff," said Ola Lessard, fractional CMO-for-hire and managing partner of Nine Muses Marketing (of, by and for women). "She's out there saying, 'This is what I want.'"

So what is it that women want?

"I'll tell you what women want," said Lessard. "We want to sleep better, we want hotter sex and we want more energy."

And that's not the half of it.

"You see PMS formulas, menopause formulas, perimenopause formulas are emerging," she said. "Sports."

To go deep on marketing products for women — specifically, substantiating supplements for women through science — click here to go to the SupplySide YouTube page and watch the hourlong session at SupplySide East 2024. Learn from a panel of experts about confusing or difficult aspects of substantiating ingredients or finished products.

Related:How brands should connect with women - video

About the Author(s)

Todd Runestad

Content Director,, Natural Products Insider

Todd Runestad has been writing on nutrition science news since 1997. He is content director for and Natural Products Insider digital magazines. Other incarnations: supplements editor for, Delicious Living!, and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still covers raw material innovations and ingredient science.

Connect with me here on LinkedIn.


Todd writes about nutrition science news such as this story on mitochondrial nutrients, innovative ingredients such as this story about 12 trendy new ingredient launches from SupplySide West 2023, and is a judge for the NEXTY awards honoring innovation, integrity and inspiration in natural products including his specialty — dietary supplements. He extensively covered the rise and rise and rise and fall of cannabis hemp CBD. He helps produce in-person events at SupplySide West and SupplySide East trade shows and conferences, including the wildly popular Ingredient Idol game show, as well as Natural Products Expo West and Natural Products Expo East and the NBJ Summit. He was a board member for the Hemp Industries Association.

Education / Past Lives

In previous lives Todd was on the other side of nature from natural products — natural history — as managing editor at the Denver Museum of Nature & Science. He's sojourned to Burning Man and Mount Everest. He graduated many moons ago from the State University of New York College at Oneonta.


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