Women’s Health: A Back to Basics Approach to Nutrition

25th March 2024


Around two-thirds of women consider themselves to be in good health, a percentage that has remained consistent over the past two years. This suggests that women generally prioritize proactive health measures and emphasize prevention over treatment.

Additionally, FMCG Gurus’ consumer insights reveal that approximately one-third of women feel that their health has gotten better over the past two years. Although, this proportion has slightly decreased compared to two years ago. While the overall outlook remains positive, this slight decline may indicate a reduced sense of urgency regarding health and well-being post-pandemic. This has been potentially influenced by economic concerns or the fast-paced nature of modern life. Despite this minor decrease in reported improvements, these findings illustrate women’s ongoing dedication to wellness practices as they strive to maintain fitness and vitality throughout their lives. This is likely to drive the demand for products that support these efforts. 

Women's Health, Emotional Wellness, Back To Basics, Nutrition, Dietary Habits.

Emotional Wellness Remains a Priority for Women

In the upcoming twelve months, women will focus on enhancing different aspects of their well-being. Despite general wellness being the most popular response (suggesting overall good health but room for improvement), FMCG Gurus’ market research shows that there has been a significant increase in the number of women aiming to enhance their stress levels and mental health over the past two years, two interlinked concerns. This trend underscores dissatisfaction among women regarding their emotional well-being, encompassing mood, happiness, and relaxation levels, which directly impact energy and sleep quality.

Women acknowledge that emotional well-being plays a crucial role in healthy aging, highlighting its impact on physical health. Presently, emotional well-being is affected by various factors like economic uncertainties, global tensions, busy lifestyles, and the pressures of maintaining a curated image in the era of constant social media connectivity. These challenges are anticipated to persist in the foreseeable future. 

Women's Health, Emotional Wellness, Back To Basics, Nutrition, Dietary Habits.

Women Have Attempted to Improve their Dietary Habits

Women are actively taking steps to enhance their well-being by adjusting their diets and lifestyles. Notably, women are more inclined to make general changes rather than seeking specialized advice. This indicates a belief that some health concerns are self-imposed and can be addressed independently without professional intervention. The most common change reported by women in the last year to boost their health has been in their diets. FMCG Gurus’ consumer insights indicate that 70% of women globally have taken steps to improve their dietary habits in the last year.

Although there has been a decrease in the proportion compared to two years prior. This decline could be attributed to economic factors such as increasing prices, which has raised concerns about the balance between nutrition and affordability. As a result, leading to the perception that healthier foods come at a premium. This makes it harder for women to make substantial dietary changes compared to 2021.

A significant trend is the rise in the percentage of women focusing on improving their sleep health over the past two years. This shift aligns with a growing emphasis on emotional well-being among women and a recognition of the connection between quality sleep and mood. It also indicates a realization among women that some sleep issues may be self-inflicted. This is often linked to behaviors like using digital devices before bedtime rather than worrying about external factors beyond their control.

Women are Taking a Back-to-basic Approach to Nutrition

When asked about their efforts to enhance their dietary habits, women indicated a preference for increasing their consumption of fruits and vegetables. For instance, FMCG Gurus’ market research highlights that 69% of these women increased their intake of fruit and vegetables. This reflects a global inclination towards a return to traditional nutrition amidst escalating costs and health concerns. This trend involves a shift away from functional products commanding premium prices in favor of familiar, natural, nutritious, and affordable options.

Additionally, women expressed a desire to reduce their sugar intake. However, it’s important to consider potential disparities between attitudes and behaviors when discussing dietary habits. The awareness of sugar intake is particularly notable given the prevalent concerns about weight gain over the past year. This can be attributed to increased comfort eating and reliance on processed, budget-friendly items due to economic pressures, which can lead to reduced attention to micronutrient intake.

This article is based on FMCG Gurus: Women’s Health – Global Report 2024. For more information, please click here.

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