Women are hungry for health foods

Women are identified as one of the most important consumer groups for functional foods because they have more specific health and nutrition needs than men, such as during pregnancy, post-partum, menstruation and menopause.

In addition, women are more likely than men to worry about virtually every health problem, says the report. “This can be interpreted as women are more likely to seek out solutions to health concerns.”

But despite having different nutritional needs to males from puberty onwards, women typically only start to take an interest in nutrition from the age of 25, and sometimes even later. For this reason, the report takes target female consumers to be those aged 25 years and above.

The report advises marketers to “use medically beneficial formulations to strengthen brand differentiation, expand market share, bring new users into the fold, and increase consumption amongst established users. They can also invigorate lagging brands, create opportunities for line extensions and compete more effectively with store brands.”

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When supplemental ingredients and nutrients in foods aren't enough, think about Osteo-fx, Selenium, and Cardio-fx which all work to help support today's woman's optimal health and active lifestyle.