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Market Coverage
This Nextin™ Insights Report spans the women’s health and nutrition category with a focus on CPG supplements, foods, and beverages.
Beyond product purchases, this research explores women’s self-reported health needs, lifestyle factors, and the nuances among consumer segments and what each wants from brands, products, and women’s health benefits.
Tomorrow’s Supplement Trends: purchase-motivating need-states, in-demand functional ingredients, delivery systems and formats that motivate trial, GLP-1 agonist interest and usage
The Future of Functional Food: functional food that motivate trial, certifications and free-from claims, and product attributes that drive purchase
Functional Beverage Forecast: functional beverage categories, flavors that motivate trial, and factors that influence beverage selection
Path to Purchase and Retail Channels: where women buy food, beverages, and supplements; omnichannel shopping behaviors; the information sources that influence women’s health and nutrition decisions
Women’s Health Market Segmentation: consumer segmentation within the women’s health market, values-driven purchasing, proactive self-care and health-tracking behaviors, and need-state spotlights—including gut health, sleep support, calm and relaxation, beauty from within, and more
Table of Contents
A forward-looking, comprehensive analysis of women’s health and nutrition trends across supplements, functional food, and functional beverages.
Report includes dynamic charts and data tables from a national survey of U.S. women ages 18+. Product innovation concepts and visualized protocepts put insights into action for nutrition companies that focus on women’s health products.
Nextin Women’s Health and Nutrition Insights Report
Introduction
Nextin™ Protocept
Executive Summary
Methodology and Reading Guide
U.S. Women at a Glance
Women’s Health Trend Snapshot
The Path to Purchase in Women’s Health
Food Product Categories Consumed by U.S. Women
Beverage Product Categories Consumed by U.S. Women
Dietary Supplement Usage by U.S. Women
Trending Need-States and Purchase-Motivators
Where Women Get Their Health Information
Where Women Seek Health and Nutrition Information
Where Women Purchase Food, Beverages, and Supplements
Retail Channel Habits and Preferences
How Psychographics Reveal What’s Really Trending in Women’s Health
How Women Are Taking Care of Themselves
Women’s Health vs. Self-Reported Health Needs
What Women Really Want
Ingredients Sought by Women
A Note on GLP-1 Agonists
GLP-1 Agonist Interest and Usage
The Values-Driven Consumer
Corporate Responsibility Initiatives and Influence
The Influence of Certifications on Nutrition Purchases
The Influence of Free-From Claims on Nutrition Purchases
Functional Food Formats
Product Attributes That Influence Purchase
Audience Segmentation and Women’s Health Trends
Consumer Segments and Women’s Health
Wellness Optimizers
Values-Driven Activists
Stressed Strivers
Targeted Problem-Solvers
Women’s Health and Nutrition Subgroup Spotlights
Women Who Go with Their Gut
In-Demand Ingredients
Motivating Functional Food Formats
Supplement Delivery Systems That Motivate Trial
Not Losing Sleep Over It
Motivating Functional Indulgence Formats
Motivating Functional Beverage Formats
Top Sources of Health and Nutrition Information
Redefining the “Chill Pill”
Functional Ingredients Motivating Purchase
Motivating Supplement Delivery Systems
Beauty Beyond Skin Deep
Functional Ingredients Motivating Purchase
Motivating Functional Beverage Formats Driving Trial
Flavors That Motivate Trial
Nextin Innovator’s Toolkit
Ready-to-explore product innovation concepts grounded in fresh women’s health survey data and evolving women’s health market trends.
Appendix
Consumer Demographics
What’s Next?
Glossary
About Nextin Research
About MarketPlace
Innovator's Toolkit
Your source of women’s health research based on a national survey of U.S. women. Designed to inform nutrition markets across food, beverages, and supplements, this special edition of Nextin Research goes beyond consumer behaviors to uncover the real health needs and hurdles women face—and the solutions women are looking for.
Interactive tools and visualized product concepts translate women’s health research into nutrition innovation possibilities.
Demand Signals: dynamically navigate women’s health and nutrition survey data, including purchase-driving benefits, ingredients women seek and avoid, and the delivery systems women would like to see more of
Innovator’s Toolkit: accelerate your next ideation with ready-to-explore supplement, food, and beverage product concepts grounded in consumer data and current women’s health market trends
Exploratory Protocepts: see product innovation concepts that help you visualize tomorrow’s health trends today
Dynamic Charts
Content
INSIGHTS PREVIEW
Intelligence You Can Act On
What’s next in women’s health trends?
Gut health is the #3 purchase-motivating need-state among U.S. women (n=1,255): 32% bought a supplement, food, or beverage for gut health in the prior 12 months.
These Gut Health Consumers (n=401) are more than a sizable market segment, they’re seeking targeted ingredients at rates above average.
For those looking for the next wave of microbiome-motivated consumers, women who consume gut health products are driving concentrated demand for biotics and beyond:
34% seek prebiotics
More than half look for probiotics
1.61x more likely than average to seek more fiber in their diets
37% look for omega-3s or DHA
Strategic implication: formulate gut health products around the biotic-and-fiber stack these consumers actively seek. Explore merchandising them in the indulgent functional-food formats they over-index on, from yogurt and bars to ice cream and cookies.
The full Nextin Women’s Health report includes 20+ consumer subgroups, plus dynamic cross-tabulations that reveal audience-specific opportunities.
WHO IT'S FOR
This Nextin Report is designed for food, beverage, and supplement industry professionals who need current, validated consumer data to anticipate women’s health trends and inform high-stakes decisions.
Forward-looking Women’s Health Trends for Strategic Decision-Makers
Product Development and Innovation Teams
Identify which need-states, ingredients, and delivery formats are gaining consumer traction to prioritize formulation and format strategies grounded in demand data.
Brand and Marketing Teams
Validate new women’s health concepts and refine product positioning with consumer-backed women’s health insights.
Ingredient Suppliers
From prebiotics to probiotics and collagen to creatine, identify which functional ingredients are gaining traction among women, and which ingredients female consumers are seeking but not yet finding on shelf.
Retailers and Buyers
Understand cross-category purchase behaviors and the omnichannel mix to optimize women’s health assortment and drive new product trial.
Investors and Analysts
Assess growth potential in the women’s health and nutrition category with primary consumer data on adoption curves, conversion gaps, and willingness to pay.
Executives and Innovation Leaders
Inform long-term vision and growth strategy with women’s health trends that futurecast demand before it reaches shelves.
Our Reports are Cited and Sourced by Leading Brands and Organizations in Health, Supplements, and Nutraceuticals
METHODOLOGY
This Nextin Report features proprietary data from a September 2025 survey conducted by Nextin Research. The online panel comprised 1,255 U.S. women aged 18 and older (“women,” also referred to as “consumers”). Behaviors such as “purchases” are self-reported and reflect the prior 12 months unless otherwise noted; segment definitions reflect consumption in the prior 3 months unless otherwise noted.
Research design, programming, fieldwork, and analysis were conducted by Nextin Research, the syndicated research arm of strategic advisory and brand activation firm MarketPlace. Samples for these studies are sourced through Dynata, the world’s largest first-party data provider. Original sampling is balanced for region according to the U.S. census. All data is reported in the aggregate except where otherwise noted.
Results reflect a balanced, non-probability sample. For directional reference, a probability sample of equivalent size would carry a margin of error of approximately ±2.8% at the 95% confidence level for the total sample (n=1,255). Differences between consumer groups are tested for significance at p ﹤ 0.05.
KEY CONTRIBUTORS
Andrea Bleikamp, Brand Strategist
Nicole Hill, VP of Strategy, Insights, & Innovation
Jon Copeland, Research Manager
Shelby White, Group Creative Director
