Women’s Health Trends 2025: What’s New, What Matters

Women’s health trends in 2025 is focused, functional, and informed by lived priorities. More than 500,000 people across the U.S. shared how they approach nutrition, wellness, and food discovery, and the results signal a decisive shift in what matters. According to Tastewise survey data, 29% of respondents say energy and fatigue management is their primary focus, ranking above weight management, gut health, and hormonal balance. High-protein, low-carb diets are more than twice as popular as functional food strategies, and protein is mentioned 2.3 times more often than antioxidants when it comes to ingredients linked with women’s health.

This is a market shaped by intention. Women are choosing foods that meet daily needs: energy, focus, hormone support, and recovery. Discovery isn’t passive, 46% turn to platforms like TikTok and Instagram to guide decisions, with an additional 29% associating women’s health most strongly with specific foods like berries and leafy greens.

Tastewise analyzes the top women’s health trends backed by data ,  and outline what they mean for product development, positioning, and messaging in today’s food and beverage landscape.

5 Key women’s health trends to know in 2025

Protein

As the demand for functional foods grows, protein remains foundational, especially for energy, recovery, and satiety. In 2025, more than 1.4 million social mentions and nearly 80,000 recipe references point to protein as a priority across consumer platforms. With 19.9% year-over-year growth, it’s clear this isn’t a trend, it’s an expectation. Foods like Greek yogurt, edamame, lentils, and tofu are leading the charge, offering accessible options for a wide range of dietary preferences. For brands, this signals an ongoing opportunity to meet everyday energy needs without leaning on outdated weight-loss narratives.

Fiber

Fiber is reclaiming its role not only in digestion but also in metabolic health and satiety. Though it accounts for a smaller share of the conversation than protein, its growth is actually steeper: 21.7% year-over-year. This reflects increasing consumer interest in gut health and the rising awareness that feeling “full and fueled” doesn’t have to come at the expense of comfort. Products using ingredients like chia seeds, oats, raspberries, and black beans are catching attention, especially when paired with claims around balance, mood, and immunity.

Collagen

Once associated primarily with beauty, collagen has shifted into a broader health context. Conversations connect collagen with joint health, hormonal changes, and functional aging, particularly during life transitions like perimenopause. While collagen’s overall volume is smaller, the association with trending dishes such as smoothie bowls, bone broth, and herbal teas indicates emerging traction in formats that blend indulgence with purpose. As consumers continue to prioritize recovery and resilience over restriction, collagen provides a meaningful bridge between aesthetics and wellness.

Probiotics / Prebiotics

Probiotic and prebiotic ingredients are increasingly found in daily foods, not just supplements. With 5.7% growth and steady consumer interest, they’re often paired with fermented ingredients like kimchi and kefir, or functional beverages that offer both taste and benefit. These ingredients resonate particularly well with consumers seeking to stabilize energy, immunity, and mood. Incorporating gut-friendly elements into everyday meals allows brands to position products around care, not correction.

Vitamins & minerals

Micronutrients like B vitamins, iron, calcium, and vitamin D have become central to women’s health, especially across life stages. Mentions of iron and potassium in food content show steady growth, and ingredients like fortified milks, leafy greens, and sardines are appearing more frequently in product development. Instead of treating vitamins as background players, brands are now putting them on the front of the package, especially when tied to hormone health, bone strength, or recovery.

Want to learn more about functional nutrition?

What women told us: findings from the Tastewise survey

The most credible source on women’s health? Women themselves. Tastewise’s AI survey analyzes millions of social moments, recipe behaviors, and consumer responses to understand what women are actually prioritizing, from the foods they reach for to the benefits they care about most. This isn’t guesswork or outdated assumptions; it’s real-time insight into how women define wellness in their everyday lives.

Energy & fatigue management leads the conversation

Tastewise’s survey on women’s health and nutrition reveals a major shift: nearly 30% of respondents prioritize managing energy and fatigue above all else. This focus outweighs concerns about gut health, weight, or even hormonal balance. The implication for brands is immediate, products that promise sustained vitality are far more likely to resonate than those offering vague or punitive health claims.

Nutrition without restriction: intuitive eating and functional foods

Consumers are moving away from diet-driven labels and instead gravitating toward foods that support how they feel. Tastewise data shows a clear preference for high-protein, low-carb, anti-inflammatory, and plant-based diets, yet with an intuitive mindset. That means variety, flexibility, and personalization. As intuitive eating gains traction, products that emphasize what they offer, not what they eliminate, will lead. Formulations that combine benefit-forward language with functional ingredients are well-positioned to meet this demand.

Life-stage support: pregnancy to menopause

Respondents identified pregnancy and postpartum as their primary health focus, followed by fertility and menopause. This progression speaks to a growing need for products that evolve alongside consumers. Rather than offering one-size-fits-all “women’s wellness” solutions, brands that segment their offerings by life stage, tailoring nutritional support for everything from iron needs during conception to calcium support during menopause, are more likely to gain trust and loyalty.

Ingredients of impact: protein, fiber, collagen, and more

Survey results and observed behavior both point to a narrow set of ingredients driving consumer confidence. Protein tops the list, followed closely by vitamins, fiber, antioxidants, minerals, and collagen. These ingredients are already influencing product development in snacks, beverages, and shelf-stable goods. Their continued momentum suggests that consumers are not just listening to trends, they’re purchasing based on them. CPGs and retailers that center these ingredients in their R&D pipelines and marketing language will likely gain both relevance and traction.

How CPGs, retailers & foodservice can respond with impact

Product teams should treat these trends not as temporary preferences but as building blocks of modern women’s nutrition. Rather than starting from demographics, successful innovation will begin with functional needs, energy, clarity, recovery, and reverse-engineer product formats, flavors, and packaging to meet them.

Retailers have an opportunity to merchandise around function, not just category. Shelves dedicated to “hormone support,” “daily energy,” or “postpartum recovery” could simplify discovery for shoppers and differentiate physical and digital store experiences.

Messaging must also shift. Brands should audit packaging and campaigns for outdated tropes, especially language around weight, control, or guilt. Instead, emphasis should fall on vitality, strength, and self-trust. It’s not about telling women what to fix, it’s about supporting how they want to feel.

Foodservice operators can translate these insights into menu innovation by introducing protein- or probiotic-rich dishes, offering fortified beverage add-ons, and communicating clearly around ingredient benefits. Even small adjustments, like labeling fiber content or noting iron sources, can resonate in a market increasingly guided by informed choices.

Across the board, brands that align with how women are actually living, not just how they’re marketed to, are the ones positioned to win in 2025 and beyond.