What: Nearly half of the women's consumer health market remains underserved, representing a $36 billion opportunity for brands that address women's specific needs.

Why it is important: Addressing this gap aligns with recent findings that brands prioritizing inclusivity and innovation in women's health can unlock substantial growth.

Women are central to the consumer health market, yet their specific needs are often unmet, leading to widespread dissatisfaction with current products. A BCG survey of nearly 4,000 US consumers found a $36 billion gap in unmet demand, especially in areas like weight management, skin, hair, nail health, and mental health. This gap stems from insufficient research, delayed inclusion of women in clinical trials, and marketing strategies that do not reflect how women seek health information or what they value in products. Women’s health concerns and preferences differ from men’s, and they rely more on trusted medical sources. Brands that focus on understanding these differences, developing evidence-based solutions, and communicating transparently through trusted channels are best positioned to capture this significant market and drive retail sector growth.

IADS Notes: The December 2025 BCG analysis and supporting 2025 reports confirm that addressing women’s unmet health needs, through inclusivity and targeted strategies, is essential for brands aiming for growth and competitive advantage in the consumer health market

Why women’s consumer health needs go unmet—and what to do about it