While still underfunded and often overlooked, the women’s health sector is poised for significant innovation, investment, and growth. As outdated stigmas fade, venture-backed initiatives and evidence-based solutions are driving meaningful progress, creating both real impact and business opportunities.
Addressing women’s unique health challenges not only improves lives but also presents opportunities for
forward-thinking entrepreneurs.
The Rise of the Women’s Health Market
Historically, healthcare research and innovation prioritized men. In fact, women were largely excluded from clinical trials until the NIH Revitalization Act passed in 1993, mandating their inclusion. Today, that gap is closing.
In 2023, venture capital investments in women’s health tech
surged by $22 million — a 5% increase, even as overall healthcare investments fell by 29%.
Several key drivers are fueling this growth, including personalized care tailored to women’s unique needs, underserved conditions that have lacked research and funding, and holistic wellness solutions that integrate traditional and complementary approaches to treatment and wellness.
One trend is the increasing shift toward natural remedies. According to GWI, the number of women using herbal and natural medicines for everyday health concerns has
risen 18% since 2020. This signals a massive opportunity in the women’s supplement market — one that business leaders can no longer afford to ignore.
Innovation in the Women’s Supplement Market
Today’s health-conscious consumers are looking for proactive, effective solutions. Preventative care,
natural remedies, and convenience are top priorities — and the supplement market is delivering.
Meeting Specific Health Needs with Science
The era of one-size-fits-all “wellness” supplements is over. Advances in scientific research are fueling the development of targeted products that address specific health concerns with clear, evidence-backed benefits.
In women’s health, supplements are now designed to support previously underserved areas, including fertility, menopause-related hormonal changes, and urinary tract health.
One standout example is Solv Wellness, a company leading the conversation around pelvic health and empowering women with science-backed solutions. Founded by entrepreneur and women’s health advocate Terri Wade, Solv Wellness is addressing these needs. The company recognizes that women’s bodies undergo natural changes throughout midlife and beyond that deserve greater attention and support.
UTIs — that affect women
30 times more often than men — remain one of the most common yet underserved health concerns. While antibiotics are the standard treatment, non-antibiotic preventative therapies have become a growing area of research and innovation.
Building on their long-standing commitment to women’s health, Solv Wellness pioneered the first U.S. cranberry supplement with 36 mg of soluble PAC from 100% cranberry juice extract (the active bacteria-fighting ingredient in cranberries) — the clinically studied amount shown to help prevent UTIs. Now, the brand continues to lead with GennaMD™, a
science-backed UTI Supplement designed to support urinary tract health and guard against recurring infections.
GennaMD stands out with its highly concentrated formula, delivering maximum potency in the smallest UTI supplement available. The product is backed by three clinical studies. Its 100% soluble PAC formula has also been supported by 21 additional studies, reinforcing its role as a powerful non-antibiotic UTI defense.
This cutting-edge formulation provides maximum bacteria-fighting power, preventing UTI-causing bacteria from adhering to the urinary tract, allowing them to be flushed out naturally.
The launch of GennaMD underscores the growing demand for science-backed solutions in women’s health, signaling a shift towards innovative, research-driven choices. As a leader in this revolution, Solv Wellness remains committed to advancing pelvic health solutions for women.
Lessons Entrepreneurs Can Learn
The women’s supplement market offers key insights for entrepreneurs looking to succeed in this evolving space. Here are three key takeaways:
1. Identify Critical Pain Points
Women face recurring, often unaddressed health challenges — from menstrual care to postpartum recovery and menopause health. Understanding these pain points drives meaningful product development.
Lesson: Start by identifying real, underserved consumer struggles.
2. Build Credibility Through Research
Clinical validation is now a consumer expectation.
According to McKinsey, half of health-focused consumers cite clinical effectiveness as a top purchasing consideration.
Lesson: Back your product with transparent, evidence-based data to build trust and credibility.
3. Prioritize Accessibility and Education
Health solutions should be easy to access and understand. As research in women’s health advances, brands must lead with clarity, education, and transparency to ensure women can make informed decisions about their well-being.
Lesson: Make your solutions readily available and empower consumers with clear, evidence-based information.
Thriving in the expanding women’s health market means designing products that are simple to use, widely available, and backed by clear, evidence-based information. Focusing on these fundamental pillars will be crucial for entrepreneurs looking to make a real difference and succeed in this evolving space.
Shaping the Future of Women’s Health
While supplements are driving innovation in women’s health, they’re just the beginning. The future promises even more transformative advancements in health tech, hyper-personalized medicine, and evidence-based solutions that will redefine healthcare for women.
Entrepreneurs are central to this evolution. Actively listening to women’s needs, strategically investing in scientifically sound innovations, and diligently developing accessible solutions are key to driving meaningful improvements in health outcomes and achieving business success.
By prioritizing women’s health, business leaders can help close long-standing gaps in care and drive meaningful advancements in wellness.
