Perimenopause and menopause are no longer taboo topics whispered behind closed doors. This midlife wellness journey is rapidly gaining momentum, especially within the food and beverage industries. From high-profile endorsements to social media conversations, menopause is finally stepping into the spotlight. Yet, despite this progress, products that specifically target the complex and prolonged nature of perimenopause are still relatively scarce. Given that this phase of life can stretch over a decade, women are seeking discreet, routine-friendly solutions that support their unique needs that vary over time and even within the day.
More than half (52.4%) of women are perimenopausal or postmenopausal, and 7.7% are currently experiencing menopausal symptoms, including early stages of perimenopause. This significant demographic is actively looking for solutions in the market.
Brands that can engage authentically with these women—particularly through food and beverage innovations—have the potential to drive growth and foster long-term loyalty.
Context and Background
Perimenopause and menopause trigger transformative changes, often accompanied by fluctuating hormones and a wide range of symptoms, from mood swings to cognitive shifts and physical discomfort. While hot flashes and sleep disturbances are the most recognized symptoms, the reality is much more complex. Women may face up to 30 different symptoms during perimenopause, yet these experiences are frequently overlooked or misunderstood, even by healthcare providers. This lack of recognition often leaves women to navigate this critical stage alone, turning to fragmented solutions like supplements, lifestyle adjustments, or functional foods—or worse, enduring unmet needs that can lead to heightened suffering and mental health struggles.
The social media landscape reflects this growing interest. Conversations around perimenopause have increased significantly over the past two years in broader wellness discussions, with the share of voice rising from 2.6% to 3.8%. It now represents 4% of conversations which is on par with conversations about Acne.
By understanding the specific needs and challenges of perimenopausal women, companies can develop products that resonate on a personal level.
The Emerging Focus on Functional Foods and Beverages
The food and beverage industry is beginning to recognize the potential in catering to midlife women, particularly those navigating perimenopause and menopause. Functional beverages, in particular, are gaining popularity among this demographic, as women seek out natural solutions to alleviate their symptoms. Brightfield Group's social listening data highlights ingredients like collagen, probiotics, and bone broth as some of the most mentioned in conversations about perimenopause. Bone broth, for example, has seen a staggering 497.16% growth in mentions, signaling its rising popularity for muscle support and joint health.
This trend isn't just anecdotal; it's backed by consumer self-reported data. According to Brightfield Group's consumer insights, women interested in functional beverages prioritize options that address bone health, hormone balance, and cognitive support. The rise of adaptogenic drinks, collagen-infused waters, and antioxidant-rich teas are just a few examples of how the industry is responding to these needs. Companies like Vital Proteins and Moon Juice have already tapped into this market by offering products that blend functional ingredients with wellness-focused branding, catering directly to midlife women.
As the conversation around perimenopause continues to grow, so does the demand for tailored products that address these specific life-stage needs. For example, Ryze, a brand known for its mushroom-based beverages, has gained traction by marketing its products as cognitive enhancers and stress reducers—key concerns for women during perimenopause .
Influencers Shaping the Conversation
One of the driving forces behind the increasing visibility of perimenopause in the wellness space is the role of influencers and celebrities. Women like Gwyneth Paltrow, Naomi Watts, and Salma Hayek are using their platforms to normalize conversations about menopause and perimenopause, helping to break the stigma and raise awareness about the challenges women face during this life stage. These high-profile endorsements are bringing much-needed attention to the topic, encouraging women to seek out products that can support them through their midlife journey.
For instance, Gwyneth Paltrow’s wellness brand, Goop, regularly discusses menopause and offers products like adaptogenic drinks and supplements designed to support women’s health during this transition. Naomi Watts has also been open about her perimenopause journey, partnering with brands that provide hormone-balancing and cognitive support products. These influencers are not just raising awareness—they are driving demand for specific wellness products, positioning them as essential components of a modern midlife routine .
In addition to these celebrity endorsements, there’s a growing community of micro-influencers and wellness advocates who are shaping the conversation around perimenopause on platforms like Instagram and TikTok. These influencers often share personal stories, product recommendations, and holistic health tips, making them trusted voices for women seeking guidance during perimenopause.
The Shift Toward Tailored Nutritional Products
Perimenopausal women are increasingly turning to functional foods and beverages that cater to their unique health needs. High-protein options, low-sugar formulations, and hormone-balancing ingredients are particularly popular, as they offer targeted support for the symptoms associated with perimenopause. According to Brightfield Group's consumer insights, the demand for high-protein claims has risen by 39%, making it the top nutritional claim and the fastest-growing category.
This shift is also reflected in the purchasing behavior of perimenopausal women. Collagen drinks, adaptogenic beverages, and magnesium-infused waters are among the top choices, as they provide benefits that align with the health challenges women face during this life stage. Brands that offer these tailored products are tapping into a market that values both efficacy and wellness-oriented branding.
Companies like Recess, which offers magnesium-enriched beverages, and Moon Juice, known for its adaptogenic drinks, are at the forefront of this movement. Their products cater directly to women seeking natural solutions for stress relief, hormone balance, and overall well-being during perimenopause. These brands are not just meeting a demand—they are helping to redefine what wellness looks like for midlife women.
Real-World Applications: Brands Leading the Charge
Several brands have already begun to capitalize on this growing demand for midlife wellness solutions. For instance, Vital Proteins has expanded its collagen product line to include options specifically marketed for skin, bone, and joint health—key concerns for perimenopausal women. Meanwhile, beverage companies like Remedy Organics are incorporating adaptogens and probiotics into their drinks, targeting women who are looking for natural ways to support their health during this life stage.
The success of these products underscores the importance of understanding the unique needs of perimenopausal women and delivering solutions that resonate on a personal level. By combining functional ingredients with wellness-focused branding, these companies are positioning themselves as leaders in the burgeoning midlife wellness space.
The intersection of perimenopause, menopause, and holistic wellness represents a largely untapped market with significant potential. By acknowledging the complexities of perimenopause and offering innovative, targeted solutions, brands can improve the lives of millions of women while fostering deep consumer loyalty. As the wellness landscape continues to evolve, companies that focus on holistic health and address the often-overlooked challenges of perimenopause will be well-positioned to drive both impact and growth.
Women are craving products that support them throughout their midlife journey. Brands that respond to this call by offering solutions tailored to the specific needs of perimenopausal women will not only fill a gap in the market but also establish themselves as trusted partners in women's health and wellness.
