Women’s health is on the rise. In its subsegments, such as fertility, pregnancy, and menopause, folate is the star ingredient of several products.
Folate is a form of B vitamin that is important in red blood cell formation and for healthy cell growth and function. Besides women’s health, it can be used to address various health segments, such as cardiovascular health, mood, cognition, sport, and energy.
What is the difference between folic acid and folate?
Folate, vitamin B9, is essential for women of reproductive age as it plays a vital role in DNA synthesis, cell division, and the proper neurological development of the fetus. It is critical for approximately 140 million women who give birth each year, and their newborns. However, folic acid is the current recommendation for those seeking to become pregnant. Yet, many women express an MTHFR polymorphism. This inhibits and reduces the conversion of folic acid into its active form, 5-MTHF (5-methyltetrahydrofolate); this potentially affects folate bioavailability. Unlike folic acid, active folate doesn’t require conversion in the body. This makes it more effective, particularly for women with this genetic mutation.
We collected market data on the ingredient’s opportunities in women’s health and other supplement categories.
Key points:
- from 2020 to 2024, the women’s health category in Eastern Europe grew by a CAGR of 4,3%, which is faster than the total dietary supplement average (Euromonitor)
- segments, where folate is used in finished products, represented around 20% of the total dietary supplement market in the CEE countries in 2024 (Euromonitor)
- there is an increased focus on women’s health for ages 40+, where folate plays an important role in perimenopause and menopause products (The Vitamin Shoppe, 2024)
- SPINS reports prenatal+postnatal (24%) and menopause (13%) are the most-used among women’s health supplements (data for the US, for 52 weeks ending on May 11th, 2023)
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