Hormonal Wellness Initiative

2022 Trends

TREND 1: Acupuncture to be Recognized as Ameliorating Symptoms of Menopause

We see significant growth of the use of Eastern Philosophy and acupuncture towards menopause in the West.

TREND 2: Phyto-estrogens Overtake Synthetics as a Therapy of Choice

There has been an increased use of phytoestrogens, naturally occurring compounds structurally similar to endogenous human hormones that are found in plants and taken as supplements, food additives or skincare. This rapidly scaling treatment is poised to be a leading choice, when compared to synthetic hormone replacement therapy. After peaking in the early 2000’s this approach has rebounded strongly after falling out of popular awareness.

TREND 3: The Incidence of Quality Research Increases

We have witnessed increasing research into menopause—eradication, delay, change and symptom management—in the US and internationally. This is a trend that looks to grow more rapidly as awareness of the paucity of data grows.

TREND 4: Standards Improve

In harmony with the predicted rise in talking therapies and guided conversations to support those affected by menopause, the number of accrediting bodies is expected to increase alongside improving education standards. Menopausal wellness coaches and mentors, using established coaching methods that adopt “research based” approaches are to become a regulated profession.

TREND 5: Menopausal Women Get Comfortable in their Own Skin

We are seeing a decline in the use of invasive aesthetics by women in their 50’s as they become more comfortable with the visible signs of aging. Spurred on by the pandemic social impacts, this growing acceptance of natural aging will influence perspectives on how to manage hormonal changes.

In addition, “Healing Touch” therapies tailored to concerns of menopausal women are to be adopted as standard spa offers.

TREND 6: Relevant Marketing Messages Normalize Ageing

An increase in marketing messages to menopausal women, who have a combined spending power worldwide of $31.8 trillion, is related to the number of new products and solutions being sought. Women are making it known to the market that historical approaches to “treatment” are being rejected as ineffective, invasive, or otherwise opposed to a wellbeing approach to care. The use of real, mid-life models is an emerging expectation.

Catalyst, Quick Take: Buying Power (April 27, 2020). Available at: https://www.catalyst.org/research/buying-power/