Webinar preview: Sirio looks to unlock innovations in women’s health supplements

27 Feb 2024 --- As advancements and innovations in the women’s health space continue to grow, understanding the consumer trends, specific demands women have for their supplements and the emerging subcategories gaining momentum is increasingly important.

Ahead of Sirio’s upcoming webinar titled, “Elevating women’s health through nutrition innovation,” Nutrition Insight sits down with Maria Pavlidou, the head of brand for Sirio Europe, to discuss the groundbreaking ingredients and nutritional science to be presented and get a sneak peek at unique, market-ready concepts that transcend traditional supplement forms.

The webinar will feature expert input from speakers from Sirio, ADM, Gnosis by Lessafre, KD Pharma, the Industry Transparency Center and Innova Market Insights, who will offer actionable insights for brands aiming to make a mark in the competitive women’s health sector.

“The dietary supplement market is rapidly changing due to evolving consumer preferences, with a focus on ease of swallowing and single daily dosages,” says Pavlidou. “Manufacturers must innovate to meet these demands, with gummies emerging as a popular option, particularly in women’s health.”

“In the US, consumers prioritize easy swallowing, convenience and taste — all of which gummies fulfill. Europe, especially the UK, France and the Nordics, has seen a surge in gummy supplement products in recent years. We’re continually exploring the potential of this format, which offers flexibility in sensory aspects and active ingredients.”

Pavlidou explains that the trend in product development is shifting from solely focusing on beauty to embracing overall wellness. This includes expanding into areas like digestive health, bone and joint maintenance and bolstering the immune system.

“I believe we have made significant progress in providing tailored choices for every demographic, and we are witnessing an increasing desire for gummies catering to diverse health concerns, enabling individuals to address multiple needs with a single supplement.”

A growing space
Sirio spotlights that the women’s health supplements market has experienced substantial growth, with a notable annual growth rate globally from 2011 to 2020, culminating in a significant market value in 2022. Current trends highlight an increase in product launches focusing on menopause, brain and mood health and energy.

Additionally, products aimed at improving hormonal balance have seen the most rapid growth in innovation, demonstrating an exceptional increase in product launches within the last year.

“Women prioritize a holistic approach to well-being, often choosing nutritional supplements as preventative and lifestyle solutions over medication,” Pavlidou underscores. “Our market research reveals that women, particularly those aged 55 and above, are driving the demand for easy-to-swallow supplements.”

“Moreover, women across various age groups exhibit a stronger interest in diverse delivery formats like liquids, gummies and powders compared to men, indicating a notable increase in supplements tailored toward women this year. Therefore, product formulation and delivery formats must cater to their preferences for convenience, on-the-go usage and pleasant sensory experiences.”

Innovative ways to meet women-specific needs
Sirio points out that gummies are emerging as a promising solution for addressing women’s health needs, especially in the area of hormonal balance and menopause symptom reduction. This is why the SIRIO team, along with leading nutrition partners, have been working on introducing new gummy concepts designed specifically to alleviate hormonal and menopausal discomforts.

She notes that hormonal balance and menopause are rapidly growing subcategories in women’s health supplements and adds that, despite hormone replacement therapy (HRT) being the primary medical treatment for menopause, only a quarter of perimenopausal women globally use prescription medicine.

“This reluctance is likely due to associated risks and a preference for preventative and lifestyle solutions, with 33% of perimenopausal women opting for vitamins or supplements,” Pavlidou emphasizes. “What we expect is increased personalization of women’s health products for addressing the needs of various stages in a woman’s life right from puberty, pregnancy, lactation, menopause and old age.”SIRIO has teamed up with nutrition partners to create gummies that target menopause and hormonal issues.

Lifelong health with emerging ingredients
Sirio is looking at lifelong health for women, stating that a key ingredient for both during and after pregnancy is docosahexaenoic acid (DHA), which is vital for maintaining normal brain, heart and vision health. Algal oils are increasingly recognized as a sustainable DHA and omega-3 source, crucial for fetal development and maternal well-being during prenatal stages.

At the same time, conditions like “brain fog” in postnatal women can be addressed with the use of mushrooms such as chaga and cordyceps. These mushrooms are valued for their potent components that not only help mitigate symptoms but also enhance cognitive health and overall well-being.

“Looking specifically at our new product launches — backed by consumer and nutritional research — evening primrose oil (EPO) is gaining attention from women seeking natural remedies,” Pavlidou affirms. “As a first-to-market offering, we are using it in pure organic form in both gummy and softgel formats to provide comfort for PMS and menopause.”

“Soy isoflavones, another ingredient derived from the soy plant, have been shown to support the menopausal journey and assist women with hot flashes, cognition and bone health,” she concludes.

By William Bradford Nichols