The Quiet Revolution: Why Menopause and Sexual Health Are the Next Big Frontiers in Supplements

For years, the supplement market has focused on fitness, beauty, and immunity. But two categories are quietly gaining momentum—and they’re about to redefine how we think about wellness: menopause and sexual health.

As conversations around hormonal shifts, libido, and aging become more open and less stigmatized, consumers are looking for solutions that are not just clinically effective, but personalized, empowering, and rooted in everyday wellness.

Menopause Is Finally Entering the Spotlight

Menopause affects half the population, yet it’s long been underserved in wellness. That’s changing. As Gen X enters midlife—and as younger generations demand more transparency and agency over their health—interest in menopause support supplements is exploding.

In fact, the global menopause market is expected to reach $24.4 billion by 2030, growing at a CAGR of over 5% (Grand View Research, 2023). And it’s not just hot flashes. Today’s consumer is looking for help with mood balance, sleep quality, vaginal dryness, weight changes, cognitive focus, and skin elasticity.

This shift isn’t just about symptom relief—it’s about owning the transition. Brands are responding with intelligent formulations that combine adaptogens, phytoestrogens, probiotics, and minerals to support hormonal balance holistically.

Sexual Wellness: A Growing Space for Men and Women

Sexual health is also entering a new era. Once confined to the pharma aisle or awkward conversations, it’s now part of mainstream wellness—with a broader, more inclusive lens.

Supplements targeting libido, performance, arousal, and pelvic health are gaining traction, and not just for men. In fact, female sexual health is one of the fastest-growing subcategories within the space. Key focus areas include supporting blood flow and sensitivity through ingredients like L-arginine, ginseng, and maca; improving stress and mood regulation with ashwagandha, saffron, and magnesium; nourishing the vaginal microbiome and supporting moisture with probiotics and omega-7; and enhancing testosterone and stamina for men with ingredients like fenugreek, zinc, and tongkat ali.

The global sexual wellness supplements market is expected to exceed $9 billion by 2032, with particularly strong growth in products designed for daily use—not just one-time enhancement (Future Market Insights, 2024).

What’s Driving This Shift?

Cultural openness is a major factor, as media, influencers, and healthcare voices are normalizing conversations about midlife, intimacy, and hormonal shifts. At the same time, digital health platforms like Kindra, Bonafide, and Evernow are creating more educated, proactive consumers who expect smart, natural options. There’s also a growing desire for functional lifestyle overlap—consumers want supplements that support libido and stress, or hormonal balance and sleep—not siloed solutions.

The Opportunity for Supplement Brands

The emerging demand isn’t just for function—it’s for form, format, and feeling. Consumers want menopause and sexual health products that feel modern, non-clinical, and compatible with other wellness routines. That means preferring softgels, sachets, and tonics over bulky bottles; favoring elegant, discreet packaging; seeking messaging that feels empowering rather than medicinal; and appreciating multi-functional formulas that support mood, energy, and intimacy all at once.

Most importantly, brands that succeed in this space will treat hormonal and sexual wellness as ongoing conversations, not one-off fixes.

Final Thought: From Taboo to Tailored

The future of supplements lies in meeting people where they are—and for millions, that means supporting hormonal transitions and intimate wellbeing with nuance, credibility, and care.

Menopause and sexual health are no longer taboo. They’re just real life. And for the supplement industry, they represent one of the most meaningful growth opportunities of the next decade.