Key drivers of this growth include cultural influences, rising disposable incomes, and increasing gender equality in APAC and the Middle East, with women increasingly turning to holistic health solutions.
Culture shapes preferences
Cultural practices, such as the traditional use of herbal remedies in China and India, heavily influence women’s health choices.
Over 20% of women in APAC rely on natural remedies for menstrual pain, gynaecological health, and reproductive wellness, compared to 13–19% globally, according to Euromonitor’s Health and Nutrition Survey conducted in early 2024.
“In almost all Asian countries, herbal and traditional ingredients are indispensable for women’s health,” said Yang Hu, Euromonitor’s Insights Manager for Health and Beauty in Asia.
For example, traditional Chinese Medicine (TCM) attributes menstrual pain to liver Qi stagnation and cold accumulation, treating it with herbs like ginger, safflower, and motherwort. In India, Ayurvedic remedies like turmeric and fenugreek are popular for easing muscle discomfort and abdominal pain.
Yang suggested that APAC brands could expand offerings in menstrual care and health management by integrating local traditional remedies, providing consumer education, and developing user-friendly formats.
Similarly, in the Middle East, rising awareness of preventive wellness solutions is driving demand for ancient herbal medicines.
For example, black seed oil is known for its broad health benefits, while honey and bee propolis are known for their antibacterial, antifungal, and antiviral properties.
Such traditional remedies are sought after for key concerns among women of all ages. They include general, sexual, and gynaecological health.
Other common concerns include reproductive health and oncology, which are more significant for women aged 25 to 50 and beyond, according to Amna Abbas, Senior Consultant at Euromonitor.
These health concerns are also driving demand for vitamins and supplements.
Vitamins and supplements
Euromonitor’s survey also found that 34% of women worldwide use vitamins to manage menopause-related symptoms, with APAC leading growth in bone and skin health.
Additionally, according to Euromonitor Consumer Health 2025 Edition, in 2024, products positioned for women’s health and beauty accounted for 2.5% of total dietary supplement sales in the region.
Notably, women’s health supplements are growing faster than other categories in APAC.
The global vitamins and supplements market was projected at US$140 billion in 2024, with APAC leading due to aging populations and growing interest in proactive health, according to Karolina Grigorijevaite, Innovation Team Lead at Euromonitor International.
“Our survey also revealed that 61% of APAC consumers consider vitamins and supplements essential to their health in 2024,” Grigorijevaite said.
This aligns with findings by data analytics firm Statista, which valued the health supplements market in APAC at more than US$140 billion in 2024 and forecast the figure to exceed USD 200 billion by 2027.
In addition, the Middle East and Africa women’s health and beauty supplements market is projected to reach US$1.32 billion by 2028, growing at a 5.9% CAGR from 2022 to 2028, according to business consultancy firm Grand View Research.
Abbas added, “The demand for women’s health supplements is growing in the Middle East, with a focus on products for menstrual health, pregnancy care, and menopausal support, along with emerging interest in PCOS, sexual wellness, and overall general health.”
Maria Mascaraque, Head of Food and Nutrition at Euromonitor International, also noted that increasing interest in personalised care and self-care is driving growth in women’s health, creating new business opportunities.
She highlighted that breaking societal taboos around menstrual and menopausal health is fuelling consumer demand. While supplements have long been a go-to for women’s health due to their targeted benefits, Mascaraque pointed out a growing awareness of the potential in natural or functional foods.
Mascaraque highlighted the potential to take a holistic approach to women’s health beyond reproductive age by targeting interconnected needs such as bone health, digestion, hormonal balance, skin and hair health, and weight management. These are opportunities to incorporate beneficial ingredients into everyday diets to complement a holistic approach to supporting women’s health.
Mascaraque noted that APAC is leading in functional foods for women, citing Chinese dairy giant Yili as an example.
“They offer powder milks tailored to adult women, including versions high in iron and calcium, low-fat options with probiotics, and products featuring red ginseng extract for beauty and energy benefits,” Mascaraque said.
As women increasingly seek personalised and holistic health solutions, technology is playing a pivotal role in how they monitor and manage their wellness.
The role of technology
With high internet penetration in countries like the UAE and Saudi Arabia, health-tracking apps and devices are becoming increasingly popular.
“Consumers are already using health-tracking apps on their phones and smartwatches. We expect a surge in the use of these apps for regular tracking of exercise and self-care, especially among Zillennials – the Gen Z and Millennials – who view health as a long-term investment,” said Abbas.
In APAC, these generations are utilising technology to monitor health, engage in fitness activities, and make informed dietary choices. Affordable smartphones and widespread internet access make these trends more accessible.
One notable example in APAC is the Pokémon Sleep app, which combines sleep tracking with gaming elements, rewarding users for maintaining healthy sleep habits. Yang explained, “Apps like these have proven highly effective in attracting and retaining users.”
