For decades, menopause has been cloaked in silence, a topic relegated to whispered conversations or avoided altogether. But there’s been a shift, and the invisible is quickly becoming very, very visible. No longer are women suffering in silence. Menopause is finally having its ‘mainstream moment’ and smart marketers are paying attention.
What was once taboo is now a multi-billion dollar industry, ripe with opportunity for those bold enough to embrace a long-overlooked audience: women over 45 navigating the physical, emotional, and lifestyle implications of perimenopause and beyond.
According to Forbes, by the end of 2025, over a billion women globally will be in menopause … that’s around 12% of the world’s population — and hardly a minority group. In the US alone, the menopause market is projected to reach $24.4 billion by 2030. These women are not just navigating hormonal changes, they’re making buying decisions that reflect their evolving needs, identities, and priorities.
They also hold enormous spending power. Women over 50 control more than $15 trillion in global assets and they’re craving products, services, and solutions that speak to them with honesty, empathy, and intelligence.
Once considered a “niche” market, menopause is now out in the open, thanks in part to high-profile advocates and brands breaking the silence. Celebrities like Drew Barrymore and Gwyneth Paltrow candidly sharing their own personal menopause journeys has normalised the conversation around menopause and its symptoms. In Australia, fitness influencers like Michelle Bridges and Sam Woods are releasing diet and exercise programs specifically designed for perimenopausal and menopausal women. Wellness and skincare brands are helping demystify the unique needs of women during this stage of life.
And it’s not just fitness, supplements and skincare. Menopause is influencing product innovation across apparel, mental health, sleep aids, sexual wellness, nutrition, and tech (hello, wearable cooling devices and symptom-tracking apps).
Industries Ripe for Innovation
- Health & Wellness: From HRT alternatives to acupuncture and adaptogens, the demand for symptom relief is exploding.
- Fitness: Women in midlife want programs designed for their bodies — think strength training for bone density, low-impact recovery, and flexibility.
- Fashion: Menopause-friendly clothing (breathable, stylish, temperature-regulating) is emerging as a new frontier in apparel.
- Beauty & Skincare: Hormone-related changes in skin and hair are opening up opportunities for targeted cosmetic lines.
- Nutrition & Food: Functional food brands are creating blends designed to support mood, metabolism, and inflammation.
- Mental Health & Coaching: Emotional wellbeing, identity shifts, and confidence loss are creating new demand for health and wellness coaching and empowerment programs.
- Workplace Consulting: Progressive organisations are offering menopause leave and education, and hiring consultants to build more inclusive policies.
What You Need to Know
Women in this life stage don’t want euphemisms, pink-washing, or pity. They want empowerment, straight talk, science-backed solutions, and representation. They want brands that see them, not just as maturing women, but as dynamic, curious, vibrant individuals who are entering a powerful new phase of life. After all, 50 is the new 37!
Menopause is no longer a whisper. It’s a wave. And for brands willing to listen, innovate, and speak to this demographic with authenticity and intelligence, it represents one of the most exciting and underserved market opportunities of the next decade.
