North America Women Nutrition Market Report and Forecast 2025-2034

The North America women nutrition market size is assessed to grow at a CAGR of 7.60% between 2025 and 2034. The major market drivers are growing vitamin deficiencies among women and the increasing awareness regarding the importance of proper nutrition and healthy diet.

Key Takeaways

The nutritional requirements of women are special and wide-ranging, owing to physiological and biological differences from men, which is a key defining characteristic of the women nutrition category. Anaemia and obesity are some of the most common conditions that affect women and their health, and, if not treated properly, can lead to further complications. A well-balanced diet for women should have an adequate proportion of vitamins, minerals, proteins, and omega-3, among other nutrients. Multivitamin and multimineral supplements and protein powders have received significant attention in this regard, as they offer a convenient way to meet the daily requirements of essential nutrients, promoting improved health and overall wellbeing.

As per the Global Nutrition Report, in Canda, around 10.4% of women (11.8% for the USA) in the reproductive age group (15-49 years) are anaemic, which is expected to boost the demand for dietary supplements and favour the North America women nutrition market growth . Besides, women account for 46.8% of the American labour force and out of 76.6 million working women, 40.5% are the sole bread earners for their family. With increasing job opportunities and a rise in disposable income, women are expected to become increasingly conscious of their health, prioritising holistic development and wellness, which is expected to favour the market growth.

Key Trends and Developments

Growing demand for personalised nutrition; prioritisation of gut health; rising popularity of plant-based nutritional products; and increased focus on maternal and reproductive health; are the major trends impacting the market growth

Nov 17th, 2022

USDA's Food and Nutrition Service announced that it is updating the prescribed food under the Special Supplemental Nutrition Program for Women, Infants and Children to promote maternal and child health with adequate nutrition.

Jul 10th, 2023

Levelle Nutrition, a woman sports nutrition company, launched a product line of energy purees that specifically target female athletes based on their physiology.

Sep 5th, 2023

L Cattertone acquired Thorne HealthTech, a nutritional supplement company, at USD 680 million to promote the growth of the company in the health and wellness sector for men and women._x000D_

Oct 4th, 2023

Gaia Herbs launched a range of symptom-based menstrual care products, which specifically target the issues of cramps, bloating, hormone balance and mood swings.

Growing demand for personalised nutrition

Women in North America are seeking nutritional products that suit their lifestyle, offer improved convenience, and address their health concerns.

Prioritisation of gut health

Probiotics and prebiotics are gaining popularity among women to promote digestion and improve gut health, as the microbiome in the gut can affect overall health.

The rising popularity of plant-based nutritional products

Due to the rise of veganism and growing consciousness regarding animal welfare, the demand for plant-based nutritional products is rising.

Increased focus on maternal and reproductive health

Nutritional products focused on prenatal, postnatal, pregnancy, and menstrual health are gaining prominence in the region.

North America Women Nutrition Market Trends

One of the prominent trends in the market is the rising popularity of plant-based nutritional products for women due to the growing vegan and vegetarian population in the region. Growing animal welfare and environmental consciousness further support the demand for plant-based nutritional products over animal-based products, like fish protein powder or fish oil based supplements. Moreover, plant-based products are lower in saturated fats and calories than animal-based products and can aid in better weight management.

The increasing investments in product marketing and the launch of new products to cater to evolving consumer demands favour the North America women nutrition market. In October 2023, Gaia Herbs launched a range of menstrual care products that can address common issues and symptoms women deal with during menstruation. These products are tailored to provide multiple benefits such as cramp relief, reduced bloating, regulated menstrual cycle, and lowered mood swings.

Market Segmentation

“North America Women Nutrition Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type:

• Sports Nutrition
• Dietary Supplements
• Personalised Nutrition
• Others

Market Breakup by Product:

• Vitamins
• Proteins
• Minerals
• Enzymes
• Probiotics
• Omega 3
• Others

Market Breakup by Dosage Form:

• Solid
• Liquid

Market Breakup by Population Type:

• Adults
• Pregnant Women

Market Breakup by Mode of Prescription:

• Prescription
• Over the Counter

Market Breakup by Application:

• Energy and Weight Management
• Bone and Joint Health
• Immunity
• Cardiac Health
• Gastrointestinal Health
• Others

Market Breakup by Distribution Channel:

• Hypermarket and Supermarket
• Pharmacies and Drugstores
• Speciality Stores
• Online
• Others

Market Breakup by Region:

• United States of America
• Canada

Increased demand for vitamin supplements due to rising prevalence of vitamin-related deficiencies among women significantly contributes to the North America women nutrition market share

Vitamin supplements are expected to lead the market demand as women in the reproductive age group/ lactating are more likely to report nutritional deficiencies of Vitamin B6 and Vitamin D. As per the United States Food and Nutrition Board, adult women require 1.4mg of vitamin B6 and 15mg of vitamin D daily to maintain an overall healthy diet. Vitamin B9, alternatively called folate, is another critical requirement for women which boosts the spine and brain development of the foetus and reduces complications in pregnancy. Folic acid is naturally present in citrus fruits and green vegetables, but its consumption in packaged form is more convenient for people on the go, which is enhancing its demand.

The demand for protein supplements is also witnessing an upward trajectory due to the rising focus on health and fitness among women. Protein powders and bars aid in muscle repair and gain and can be consumed as a post or pre-workout supplement, enhancing the overall health.

Pregnant women are expected to be one of the major consumers, as nutritional supplements play a crucial role in promoting their health, critical for the development of the baby

The North America women nutrition market is supported by the rising adoption of supplements and wellness products by pregnant women to promote the overall health and wellness of the mother and the baby. Pregnant women require more vitamins and minerals compared to other women as these nutrients support the growth and development of the baby as well. For example, calcium and vitamin D are required to promote the proper development of the baby's bones and teeth.

The adult women segment is also expected to grow robustly in the forecast period as a significant percent of American women suffer from anaemia, which contributes to the demand for iron supplements. Moreover, nutritional supplements can enhance the overall health of women and provide balanced nutrition, and increasing marketing campaigns to highlight these benefits of the product and educate the population are expected to add to the North America women nutrition market revenue.

Competitive Landscape

The market players are heavily investing in product marketing, promoting awareness about women nutrition, and are also launching innovative products, including personalised nutritional solutions to gain a competitive edge in the market

Other notable players operating in the North America women nutrition market are GNC Holdings, LLC, Nestlé S.A., Gaia Herbs, Inc., Thorne HealthTech, Inc., Pharmavite LLC, and Protea Nutrition LLC, among others.

There is an increased focus on partnerships among market players to pool their resources and provide high-end women nutrition products that target specific issues. These collaborative ventures are also expected to aid the companies gain a competitive edge in the health and wellness sector and promote their reach.

North America Women Nutrition Market Analysis by Country

Canada is expected to account for a significant market share due to the poor performance on several parameters for women's nutrition including low infant birth weight and a high number of anaemic women. Reportedly, 32.3% of women face obesity and 4.9% suffer from diabetes in the country. Increase in incidences of various health conditions as a consequence of nutritional deficiencies among adult women supports the demand for women's nutrition products.

Moreover, growing awareness among women regarding health and wellness encourages them to prioritise self-care and adequate nutrition, which is expected to boost the North America women nutrition market expansion.

In the United States of America, the demand for women's nutrition is also assessed to grow significantly, given the diversification and expansion of the health and wellness space, popularity of protein bars and various supplements to suit busy lifestyles, and increased influence of social media and rising online sales of nutritional products.