Some stereotypes are unfair. Some are manufactured from malice, and some are surely stubborn relics of earlier years. The stereotype of men not looking after their health as well as women do, however, is well supported in data from Nutrition Business Journal’s new Condition Specific Report.
To gauge the difference between men’s and women’s attitudes toward self-care, we can look at the general health markets for each sex. Women simply buy more supplements marketed to maintain their general health. It’s not a small difference either. Whether we call it a stereotype or not, the situation is not improving, despite the wake-up call that came with the pandemic. In 2021, the men’s general health supplement market was 33.3% smaller. In 2024, it was 36.2% smaller.
That works out to a $1.9 billion market for men’s general health and a $2.6 billion market for women’s general health. Added together, the sales represent 6.5% of the overall supplement market in 2024.
While this does not come as a surprise, the particulars of the dynamic offer some insight into what men are seeking and what could bring them to the cash register more often for supplements to support general health. For instance, sales of formulations focused on B vitamins is higher than it is for women, while in women’s general health, a larger share of sales goes to the “other” grouping of ingredients. That “other” factor may mean that men are not taking the close look at general health supplements than women are.
Also not surprising, but encouraging for brands looking to bring more men into the market for general health, is the interest in products formulated and marketed with a sports nutrition focus. Such products claimed 10.8% of the men’s general health market. It’s also the fastest-growing ingredient category. It’s not even close.
There are more ingredients on different trajectories, all detailed in the report to provide insights for brands seeking to grab men’s often fleeting attention. Supplements for women’s health outside of the general health market have gotten more investment from brands in recent years, primarily around the menopause and the mood and mental health markets, and that focus has paid off with sales. It is possible that similar strategies could bring more men over to the general health market.
Just because a stereotype is rooted in truth doesn’t make it destiny.
Get a thorough understanding of the “why” behind market dynamics with Nutrition Business Journal’s Condition Specific Report.
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