Destigmatising perimenopause: Functional food opportunities for brands

Women are increasingly taking a proactive approach to perimenopause management, including through dietary choices.
Women are increasingly taking a proactive approach to perimenopause management, including through dietary choices. (Getty Images)

How the food industry can support women in perimenopause with functional ingredients like protein, omega-3s and fibre

By 2025, one billion women within the worldwide female population will be experiencing menopause, according to data from consultancy firm Frost & Sullivan.

Yet, this market segment remains largely untapped, said Dr Heng Hui Gan, Director and Principal Consultant at Kairos Integrated Food Solutions, and an expert at consultancy firm GourmetPro.

“According to the World Bank, nearly half of the global population are women. Yet, women’s health remains just an emerging trend in the food and beverage industry today,” said Dr Heng, speaking at our Growth Asia Summit 2025.

This could be due to the stigma associated with ageing and menopause.

To tap on the emerging potential in this market segment, Dr Heng advised food firms to work on reframing perimenopause as a natural transition and encourage women to take a proactive rather than reactive approach to embracing ageing.

Brand positioning opportunities

  • Destigmatise: Frame perimenopause as a natural transition.
  • Empower: Focus on how to thrive, not just offer symptom relief.
  • Validate: Use science-backed claims to build trust and credibility.
  • Support: Integrate nutrition with lifestyle approaches.

Source: Dr Heng Hui Gan, Director, Principal Consultant at Kairos Integrated Food Solutions and Expert at GourmetPro.

Dr Heng also pointed out that a significant portion of women turn to natural, holistic solutions for health issues.

“78% of women seek natural solutions over Hormone Replacement Therapy. This highlights a substantial market for functional foods that address symptoms through ingredients such as fortified snacks, herbal supplements, and probiotics,” Dr Heng noted.

Understanding perimenopause

Perimenopause typically lasts 2–10 years before menopause. Symptoms vary widely between women.
Estrogen and progesterone levels change unpredictably. This causes various physical and emotional symptoms, affecting mood, energy, and overall health of women.
Weight gain, drier skin, and joint discomfort are among the most common symptoms, but experiences vary widely.

Protein a crucial nutrient for overall wellness

Research supports a “protein threshold” of about 30 grams per meal to help maintain muscle mass and function in older adults.

“This translates to around 30% of daily intake as protein,” Dr Heng pointed out.

“However, 14–30% of adult women do not meet the current recommendation of 0.8g/kg as they age, meaning there are market opportunities in this area,” said Dr Heng.

Protein supports weight management by increasing satiety, boosting metabolism, and preserving muscle mass. A higher protein intake can lead to reduced calorie consumption, increased calorie burning, and better body composition.

Collagen – a naturally produced, fibrous protein – also plays a major role in maintaining the structural integrity of the body. Collagen is also believed to support skin, joint, and bone health, although more research is needed to fully understand its benefits.

From breakfast cereals to snacks and beverages, protein is increasingly featured as a functional ingredient.

Apart from protein, Dr Heng highlighted other nutrients that are also gaining demand in the women’s health sector.

Other functional ingredients and emerging food trends

Dr Heng emphasised that fibre plays a crucial in maintaining gut health and regulating weight.

It also lowers cholesterol and supports cardiovascular function – areas that warrant extra care during perimenopause, which can cause hormonal shifts that can increase the risk of cardiovascular issues.

Hormonal fluctuations can also impact how the body processes glucose. Fibre intake will help to stabilise glucose levels, reducing energy fluctuations that can help manage brain fog and mood swings.

Other functional ingredients gaining traction include B vitamins for energy metabolism, magnesium for mood and sleep regulation, and iron to combat fatigue – all of which address common perimenopause symptoms.

To increase awareness and uptake of fortified functional foods, food brands can consider collaborations with nutritionists and doctors, who can recommend specific functional foods to patients. This creates new distribution channels and credibility.

Brands can also leverage AI to analyse biomarkers such as lipid profiles and thyroid hormones, enabling tailored functional food recommendations that meet the growing demand for personalised nutrition.

This enables individualised nutrition solutions, which aligns with the increasing demand for personalisation for women’s health – a high potential market in the Asia Pacific.