Exploring the Landscape of Women's Health Trends in 2024
By Aishakeel, 21 February 2024
Table of Contents
Women’s health trends in 2024 promise exciting developments and transformative shifts. From innovative approaches to wellness to advancements in medical technology, the landscape of women’s health is evolving rapidly. Join us as we explore the latest trends shaping the future of women’s health in the coming year.
Gender bias permeates various sectors, and medical research is no exception. It wasn’t until 1990, coinciding with the launch of NASA’s Hubble Space Telescope after meticulous planning, that the National Institutes of Health established its Office of Research on Women’s Health.
Fast forward three decades and significant strides have been made in reshaping perceptions of women’s health through influential policy changes. However, as we approach 2024, women still face instances of mistreatment and misdiagnosis, indicating substantial hurdles remain.
Our consumer research data underscores persistent gender disparities in healthcare, shedding light on the diverse ways women are proactively managing their health. Moreover, it emphasizes the need for brands beyond the healthcare sector to embrace a more holistic approach to women’s health.
The current situation is as follows:
Before delving into the anticipated women’s health trends in 2024, let’s first examine the current landscape. Turning our attention to the American market offers valuable insights into the present state of women’s health.
In the United States, there has been a notable uptick of 25% in women expressing concerns about their health since the second quarter of 2020.
This upward trend is especially pronounced among Black/African American and Hispanic women. These demographic groups frequently encounter disproportionate obstacles, particularly in areas like maternity care.
1. Women are seeking out health brands that specifically cater to their needs.
The noticeable deficiencies in women’s healthcare within conventional services have led to the emergence of several health brands exclusively tailored to women. These brands offer a wide range of services, spanning from routine check-ups to specialized care for menopause and fertility. This emergence provides a revitalizing change to an antiquated system. It underscores the crucial role of brands in addressing the distinct health needs of women and fostering a more inclusive and equitable environment.
2. Women are increasingly embracing natural remedies, vitamins, and supplements as part of their efforts to enhance their overall well-being.
Beyond addressing specific health issues, women are now showing a greater interest in improving their overall well-being. This shift in focus sets the stage for a more comprehensive exploration of women’s health concerns.
Read my post, Understanding Women’s Daily Nutritional Requirements: A Comprehensive Guide
Overall, there has been a noticeable increase in preferences for vitamins, natural remedies, and alternative treatments among women. The proportion of women in the US who report using herbal or natural medicines to address minor illnesses or ailments has risen by 18% since the conclusion of 2020.
3. Women are placing a high priority on their gut health.
In line with the broader global trend, women are placing a significant emphasis on prioritizing their gut health. In the United States, over one in three women are taking supplements specifically designed to support digestive health. Moreover, there has been a notable 21% increase in the number of women using probiotics to address digestive issues since the conclusion of 2020. However, this focus on gut health extends beyond just medications or treatments. There is also a growing interest among women in adopting diverse eating habits.
As research continues to uncover connections between women’s health conditions such as PCOS and the gut microbiome, embracing these trends may yield additional benefits. Looking ahead to 2024, placing a greater emphasis on ingredient transparency and providing readily accessible information on the nutritional benefits of products can empower women to make informed decisions about their health. This approach not only educates women but also equips them with the necessary tools to manage their health proactively, even before consulting a healthcare professional.
4. Consumers are seeking practical measures to address women’s health concerns.
Examples highlighting the significance of women’s health for the global economy emphasize the need for brands in 2024 to prioritize the well-being of their female employees, not just their products.
In the coming year, women’s health issues such as abortion will take center stage for voters leading up to the US Presidential election. This topic has already energized Americans across the political spectrum. However, it’s also crucial for brands to recognize the global repercussions of overturning Roe v. Wade. This should prompt them to focus not only on abortion or birth control issues but also on how supporting women’s health initiatives can bolster their economic influence.
On a global scale, we observe that it’s not just women who are advocating for workplace policies that prioritize women’s health.
42% of men across 10 markets express a desire to see employers provide paid leave for women’s health issues.
Since July 2022, there has been a consistent shift in consumers’ prioritization of paid leave for women’s health issues. However, there have been notable changes in consumers’ preferences since our last survey regarding what they would like to see employers do to support women’s health issues. As of September 2023, there is a greater emphasis on educating about misconceptions surrounding women’s health, along with providing access to feminine hygiene products. Conversely, support for accurate representation of women’s health and donations to women’s health-focused charities has slightly decreased. This indicates that while accuracy remains important, 37% of respondents express a desire for more positive representation and an increased demand for practical and financial support.
This shift not only promotes inclusivity in the workplace but also underscores the necessity of supporting women’s specific health concerns to retain female talent. Brands can draw inspiration from Modibodi, an underwear brand that has offered paid leave for menstrual, menopause, and miscarriage since 2021.
5. Workplace health benefits should extend to include childcare support as well.
When it comes to workplace benefits, the lack of childcare options poses a significant obstacle for women seeking access to healthcare, highlighting a pressing issue. Over the past two years, there has been a notable 17% decline in employer-provided daycare services. Additionally, just slightly over three in ten female professionals in business report that their employers offer paid maternity or paternity leave. Brands must acknowledge the existing deficiencies in maternity and paternity benefits by advocating for gender equality in caregiving responsibilities. Workplaces can distinguish themselves by investing in daycare facilities, promoting a healthy work-life balance, providing paid parental leave, and supporting the professional development of working mothers. Notably, 49% of mothers rely on childcare to facilitate their ability to work.
Conclusion: Prioritizing Women’s Health
As we traverse the realm of women’s health, it’s essential to acknowledge the impactful movements shaping the upcoming year. The trends highlighted above depict a multifaceted landscape, showcasing both advancements and obstacles.
Looking ahead to 2024, the worldwide discourse on women’s health is poised to gain momentum. Brands must remain attuned to the evolving requirements of women globally, ensuring that their endeavors contribute to a future where women can confidently navigate toward optimal health and well-being.
FAQs
Explore the innovative approaches to wellness and advancements in medical technology shaping the landscape of women’s health in the upcoming year.
Learn about the historical context and challenges faced by women in accessing equitable healthcare, including the establishment of the National Institutes of Health Office of Research on Women’s Health in 1990.
Discover how consumer research data highlights persistent gender disparities in healthcare and the emergence of women-centric health brands addressing unique health concerns.
Gain insights into the recent uptick in women expressing health concerns, particularly among Black/African American and Hispanic women, and the challenges they face in accessing adequate maternity care.
Learn about the importance of extending workplace health benefits to include childcare support and efforts to promote gender equality in caregiving responsibilities, contributing to a healthier work-life balance for women.
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