Women’s Wellness in Focus: The Rise of Perimenopause Conversations

Women’s health and wellness have become a more visible and vocal part of the cultural conversation in recent years, with growing attention on how women navigate physical, emotional, and hormonal changes throughout their lives.

One of the most striking shifts? The rise in conversation around perimenopause—a topic once overlooked that is now gaining traction across social media, search trends, and mainstream media. 

Perimenopause Is Breaking into the Mainstream   

According to Brightfield Group’s Social Listening data, discussions around perimenopause are accelerating quickly. In the past year, the share of voice for perimenopause among medical condition-related conversations increased by 52%, now making up nearly 5% of all conversations in this space.

This growth isn’t limited to social chatter. It’s reflected in:

• Google search spikes
• Media coverage like Oprah’s menopause special
• High-profile think pieces in mainstream publication

Behind the headlines and search trends are millions of real women trying to make sense of their changing bodies. Brightfield Group’s consumer data highlights just how complex and personal this journey can be, especially when many are navigating it without formal guidance. 

What Women Are Experiencing 

Brightfield Group’s quarterly general population survey offers a closer look at what women navigating perimenopause are experiencing and how they’re responding.

The journey typically starts with symptoms—44% of women recognize perimenopause through hot flashes, and 42% cite irregular periods. But despite these hallmark signs, diagnosis is often informal and remains largely self-directed. Nearly two-thirds of perimenopausal women rely on self-diagnosis, navigating symptoms without formal medical guidance. Instead, they turn to a patchwork of informal resources:

• 35% seek advice from family

• 32% consult healthcare professionals

• 31% lean on friends

• 23% gather information from social media

Strikingly, 1 in 4 haven’t sought out any information at all—highlighting just how under-supported this group often feels.

Beyond the Basics: Cognitive and Physical Burden 

Perimenopausal women also over-index for a range of medical and cognitive concerns, compared to the general population: 

• PCOS
• Dysphagia
• Epilepsy
• Endometriosis
• PTSD

Even outside of diagnosable conditions, this group experiences an elevated burden of day-to-day wellness concerns—44% report weekly brain fog and 50% say they struggle with focus at least weekly – rates over 50% higher than those seen among all women. Other common issues include nausea, digestive problems, stress, and forgetfulness. 

These patterns reveal widespread unmet needs in women’s health, particularly around cognitive function, hormonal regulation, and digestive wellness, offering clear opportunities for innovation across supplements, functional foods, and lifestyle products.

Women’s Health Is a Broader Conversation  

Zooming out, the perimenopause conversation is part of a larger shift in how society talks about women’s health and wellness.

Brightfield Group’s social listening data shows that mental health remains dominant—making up 65% of all women’s health-related discussions. However, other topics are growing rapidly, indicating an expanding appetite for information and support across all stages of women’s lives. 
Key areas of growth from 2021–2023 to 2024–2025 include:

• Menstrual Health (+152%)
• Natural Wellness (+147%)
• Hormonal Health (+131%)
• Reproductive Health (+126%)
• Pelvic Health (+58%)

This surge reflects not just increased engagement, but a broader cultural shift in how women’s health is discussed—more openly, more frequently, and with greater specificity. 

Final Thoughts: The Opportunity for Brands 

As perimenopause and related wellness issues gain visibility, there’s a clear opportunity for brands to serve this audience more effectively. This moment calls for:

• Education that demystifies hormonal health
• Transparency about ingredients and claims
• Targeted solutions for focus, mood, and hormonal balance
  

 The conversation is already happening; brands that listen closely and respond with data-backed products can join in. 

Key Takeaways 

• Perimenopause is no longer a fringe topic—it’s entering the cultural mainstream at scale.

• Women are seeking answers from non-traditional sources, revealing gaps in education and support.

• Survey and social insights together reveal a complex need state: hormonal regulation, cognitive clarity, and emotional resilience.

• Other women’s health topics are rising fast, signaling a wider cultural readiness for candid, data-informed wellness solutions.

• Brands have an opportunity to lead with listening, leveraging both social and survey data to build relevant, trusted solutions.

 Updated: 07/03/2025