Hormonal Wellness Initiative 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/

We have been observing keyword search and hashtag appearances to measure changing attitudes and interest in the subject of hormonal wellness. The trends previously defined by our working group still persist, and COVID-19 did not seem to have any measurable impact on the attitudes of those seeking information on safe and natural solutions to perimenopause and menopause. Data shows that women have questions that are not being answered by their traditional healthcare providers. We conclude, therefore, that women are actively seeking natural and wellness-oriented alternatives to hormone replacement therapy.

TREND 1: Declining Searches for “Hormonal Replacement Therapy”

Searches for “hormonal replacement therapy” are declining. We believe that this is directly attributable to the change in perception around HRT. Ten to 15 years ago, it was the sole option for treatment, but over time, HRT has been criticized as more problematic than curative. We also suspect that much of the search activity on the topic is geared to negative, rather than positive, curiosity toward alternatives.

TREND 2: Searches for “Menopause” and “Wellness” on the Rise

Searches for “menopause” and “wellness” are steady and slightly increasing over time. This graph shows how the baseline searches are on a rising slope, indicating a growing interest in alternatives. 

TREND 3: Consumers Demand Help and Information

Women experiencing the unwanted consequences of menopause are becoming more vocal about their conditions and are not pleased with the information available to them. They are used to being heard. The deafening silence around wellness and menopause is being challenged by those who need non-pharmaceutical support.

TREND 4: Occupational Support

Workplaces are beginning to recognize this stage of life and increasingly provide support to their employees.

Different countries have different levels of sophistication in their regulation of workplace health requirements. More and more responsible employers are acknowledging the need to adapt the working environment to women who are experiencing a hormonal shift, as part of the larger battle for a quality workforce.

TREND 5: Medical and Wellness Professionals Are Challenged to Offer Solutions, Not Just a Diagnosis

The medical profession comes up short when solutions are demanded. Women seek support for the consequences of menopause and, most often, receive a diagnosis without further help or information. Both wellness and healthcare providers are being challenged to support and educate, providing pharma or lifestyle solutions, depending upon client values and beliefs. Unfortunately, few reasonable alternatives exist.