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This NIQ Perspective uncovers how women are redefining wellness across life stages, trust sources, health data, channels, and outcomes.
Women are spending, self-researching, and switching faster, raising the stakes for credible claims, retention, and need-state growth.
Why it matters
Women’s wellness is now a growth system for CPG, connecting health needs, retail decisions, claims, and repeat purchase.
Life-stage demand: Menstruation, fertility, pregnancy, menopause, and general health now require distinct claims, ingredients, channels, and services
Trust must be earned: Women are researching independently, challenging recommendations, reading labels, and looking for proof before choosing health and wellness products.
Growth is shifting to needs: Wellness growth is moving beyond aisles, with opportunity tied to needs like digestive health, brain health, metabolism, and immunity.
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“This is not a women’s health trend. This is a correction. Twenty years of being underserved, understudied and underestimated, and she is correcting it herself. The road ahead belongs to the retailers and brands who build for who she has become.“
– Sherry Frey
Vice President Wellness, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
