Women’s health: a market in full (r)evolution Sales of dietary supplements targeting women (supplements for pregnancy, menopause, genitourinary disorders) were maintained in 2020. In total, the women’s segment generated just over €100 million in cumulative sales, with (slight) growth of 1.5% in 2020. omen’s health supplements established themselves as THE natural fared best in the solution for the treatment of recurrent pharmaceutical channel, cystitis. However, despite a buoyant where sales rose by “market” - in other words, a large female almost 3%. This increase, combined with target (see columns) - the numerous mix- the importance of pharmacies in this ups in terms of the methods of measuring sector (nine out of ten women’s health the PACs present in the finished products supplements are sold in pharmacies), has (editor’s note: an al legation had been made it possible to compensate for the granted to food supplements containing 36 marked decline in parapharmacies (-11%) mg/d of PACs) have confused consumers. As and health food shops (-3.5%). a result, the market turned around and did Menopause and pregnancy supplements not live up to al l its promises.However, the (the pure “women’s health” products) - quest for naturalness, which is increasingly around €50 mil lion - had a good year in asserted by consumers, could breathe 2020: their sales increased by almost 8% new life into this market. A way forward? across al l channels. Once again, it was Prescription “weighs” little in this universe the pharmacy that compensated for the (IQVIA estimates the weight of prescribed decline in parapharmacies and health food shops. In this universe of supplements for women, those positioned in genito-urinary The women’s health segment is currently disorders were struggling in 2020. Their worth nearly 52 million euros in France sales fel l by more than 4% to just over €53 in pharmacies. About 30% of women are mil lion. The biggest decline was observed affected by premenstrual syndrome. in parapharmacies (-10.3%). Admittedly this channelwas, as we have seen, impacted by the closure of shops in 2020. But what is “worrying” is that al l distribution channels have seen their sales fal l.Is this a sign sales at 6%) - a note: supplements for of consumer disinterest / dislike of food the menopause are prescribed for 8%. supplements? And if so, how can they be The weight of prescriptions is 18% in the won back? pregnancy segment (by way of comparison, in vision,the first “prescribed” segment, A PROMISING MARKET this weight is 20%). Although the targets of practitioners and prescribers, and the Solutions to urinary tract infections based expectations of users, are not the same as on the use of food supplements have been for genitourinary disorders, it is clear that on the market for many years. As a reminder, awareness campaigns on the benefits of these supplements formulated with supplementation before, during and after cranberry proanthocyanidins have rapidly pregnancy are bearing fruit. • sucof saerA — stnemges sucoF - 85 -