87% of Menopausal Women Do Not Trust the Brands They Used to Trust
The menopause product category grew 16% last year and added 565,000 new shoppers, but a new survey says the brands cashing in on it have not earned the loyalty that is supposed to come with the growth.
A new report from GenM finds that 87% of menopausal women surveyed feel underserved by brands they had previously trusted, even as the menopause product category grew 16% in 2025 and pulled in 565,000 new shoppers, according to data from IGD. Ninety-four percent of those surveyed said trust matters when deciding what to buy, an uncomfortable number for a category where the average product costs about $6.08, roughly 60% more than the broader health and beauty average.
The trust problem runs deeper than price. A review by consumer group Which? found some menopause supplements costing more than $536 a year with no clear advantage over much cheaper alternatives, and the U.K.'s Advertising Standards Authority has ruled against multiple menopause supplement ads this year for unsupported treatment claims. Separately, CIPD research found 67% of working women aged 40 to 60 with menopausal symptoms said it hurt their work, with more than half saying symptoms had kept them from showing up at all. Brands chasing this market are getting the targeting right and the substance wrong, which is usually the harder problem to fix.
Source: Forbes
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
