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The New Normal: Supplement Industry Growth Outpaces Pre-Pandemic Projections
Supplement Market Rebounds with 4.4% Growth
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report
Women's Health Report

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Women's Health Report


How do women’s attitudes towards health/nutrition vary from generation to generation? What are the motivations behind women’s buying behavior?

This meticulously crafted report combines comprehensive consumer survey data with expert analysis to dive into the top concerns and trends of an often-overlooked segment in the natural products industry: women.

The 2023 Women's Health Report highlights that even amongst the complexity of this audience, being the primary shopper in most households results in women having power and influence in the market. While 70% of consumers reported interest in supplements tailored for the female body, 50% reported preference for a multivitamin their whole family can use. Understanding the driving factors behind women's shopping trends is invaluable for businesses and organizations seeking to effectively reach and engage this vital demographic.

From Sports Nutrition to Menopause, this report provides a comprehensive breakdown of the top 6 health concerns women want to remedy with supplements, as well as market manifestations highlighting the products thriving in these categories.

Backed by expert commentary and data analysis, the Women’s Health Report highlights the opportunities for growth and improvement with this highly influential target audience. It is our firm belief that creating real products tailored to the female body will benefit the industry as a whole and create a market where women's health needs are truly acknowledged and addressed.

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Each chapter contains action items to bring the insights into your day-to-day

For the MarketerFor the Product DeveloperFor the CEO/Executive

Over 150 Data Charts

30 Company Profiles

22 Health Conditions Tracked

Raw Data + PPT Slides

Sales, growth, and analysis across these health conditions

Table of Contents

Download the Table of Contents

Executive Overview

Beauty from within

Bone health

Brain health

Cold, flu and immunity

Gastrointestinal health

Women’s general health

Men’s general health

Children’s general health

Healthy aging

Healthy sleep

Heart health

Liver health and detox

Joint health


Mood and mental health

Pre- and postnatal health

Sexual health

Eye health

Weight management

Company profiles

Related content

Acknowledgments and definitions

Table of Contents

Click through each tab for an overview of each chapter and its data charts, survey questions, and company profiles.

Download the Table of Contents

Executive Overview

Women's General Health




Sports Nutrition


The NBJ model pulls from myriad data sources, outlined in our Methodology. Critical to our outputs are partnerships with SPINS, which powers our retail data and understanding, and ClearCut Analytics, whose Amazon data supports our e-commerce projections.

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Ecommerce model supported by

ClearCut Analytics

Our unique methodology tells you

  • what people are buying
  • where they're buying it
  • why they're buying it

Learn how this multi-input data model provides a comprehensive view of the industry and delivers the most accurate forecasts 

Explore Our Unique Model


Gaia Herbs

Director, Brand Strategy

"As a brand and product development leader in the natural products industry, I have always relied on NBJ as valuable and primary sources for credible industry data and actionable insights on emerging trends."


Director of Marketing

"NBJ Reports are used by our Exec Team, Brand/Mktg/Sales leaders to support data-based decision making and gives us industry and competitive insights."

Native Botanicals


"The data and information vividly reflects the trends, challenges, regulatory impacts we have experienced as we have grown into the ‘adult-hood’ of an industry we are today"

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