By: Christene Salinas, Senior Manager Customer Success at Suzy

Women’s health is evolving at an unprecedented pace. As science advances, societal attitudes shift, and consumers become more proactive in their well-being, a new era of female-focused health and wellness is emerging. From lifting heavy to setting boundaries to demanding to know what’s really in our skincare, the future of women’s health is smarter, bolder, and more empowered than ever. Let’s dive into the biggest trends in Women’s Health to watch for 2025.  

1. Strong is the new sexy: Strength, fuel & fitness for women 

Gone are the days when fitness was all about shrinking instead of strengthening. Even with the rise of GLP1 medications, strength training has taken center stage with more women than ever prioritizing weightlifting over endless treadmill sessions. The benefits extend far beyond aesthetics—building muscle enhances metabolism, supports bone density, and improves overall longevity.

But physical strength isn’t built on exercise alone. Nutrition plays a critical role, with more women focusing on nutrition supplements such as protein, creatine, magnesium and iron to fuel workouts and recovery while also attempting to prevent disorders that disproportionately impact women such as osteoporosis and anemia.  

Suzy helps brands uncover these fast-moving wellness trends by giving them direct access to the women shaping them—through agile, in-depth research that captures the motivations, needs, and behaviors behind every decision.

2. Hormone harmony: Supporting womens’ bodies at every stage

Women are actively seeking ways to understand, balance, and manage their hormones at every stage of life—from fertility and pregnancy to perimenopause and menopause. Hormones impact everything—from energy levels to mental clarity to long-term disease prevention. In response, consumers are becoming savvier about:

• Cortisol, blood sugar, and hormone regulation for sustained energy and mood balance.
• PCOS, perimenopause, and menopause management through lifestyle adjustments, medications and hormone therapy.  
• Sleep optimization, as fluctuating hormones impact rest, recovery, and cognitive function.
• Cycle-based wellness, where fitness and nutrition are tailored to different phases of the menstrual cycle for optimal performance and health.

The healthcare industry is taking note, with an influx of femtech solutions, cycle-tracking wearables, and personalized wellness programs designed to help women take control of their hormonal health like never before. With Suzy, brands can stay ahead of these evolving needs by tapping into real-time insights that reveal how women are navigating—and redefining—their hormonal health journeys.

3. Boundaries & boss babes: Protecting your peace 

Mental health and self-care are no longer buzzwords—they are non-negotiables. In 2025, the conversation around emotional well-being is shifting toward setting boundaries and prioritizing inner peace. Key trends include:

• Releasing toxic relationships and setting firm boundaries, even when it involves family, is becoming normalized.
• Confidence-building strategies, like eliminating apologetic language and embracing assertive communication, are helping women stand in their power.
• Letting go of stressors outside of our control and focusing on what we can change is a key part of maintaining inner peace.
• Viewing life as a journey, not just a destination, fostering resilience, fulfillment, and long-term well-being.

4. Skin deep: The connection between skincare & your health 

According to a 2024 Vogue women’s health article, skincare is no longer about aesthetics—it’s a key indicator of internal health. Women are increasingly aware that what’s happening on the surface is often a reflection of what’s going on inside the body. This has led to a holistic approach to skincare that includes:

• Glowy, Glass skin: radiant, hydrated skin often signals proper nutrition and hydration.
• Sunscreen as a health necessity, not just a beauty trend, for long-term protection 
• The rise of functional skincare, such as LED therapy, and microbiome-friendly products.
• Skincare as makeup: Multi-purpose beauty products & minimal routines

Suzy can help you connect with female consumers to find out what health and beauty products they’re reaching for in-store and online.

5. Detoxing your life: clean eating, clean living 

Your skin, gut, and hormones don’t just react to what you eat—they react to everything you put in or on your body. More women are ditching:

• Processed foods filled with artificial dyes, preservatives, and inflammatory seed oils. Many states are now starting to scrutinize and legislate against the synthetic dyes in brightly colored drinks and candies because of the potential harmful effects.
• Beauty and household products containing toxins linked to hormonal disruptions and chronic health issues. A Harvard health study raises the alarm about chemicals in women’s beauty products being a serious danger. 
• Alcoholic beverages that negatively impact sleep quality, metabolism and overall health

Instead, they’re embracing:

• Whole, organic, and nutrient-dense foods that promote gut health and reduce inflammation. A recent study in the Nature Medicine journal highlights that diets high in processed meats, sodium and sugar negatively impact healthy aging.
• Non-toxic alternatives in skincare, cleaning products, and daily essentials. Interest in nature-friendly, clean cosmetics has been on the rise recently.
• Non Alcoholic Beverages including mocktails, water, tea and THC/CBD beverages (where legal). Alcohol-free cocktails category has seen a 350% increase in Instacart orders from 2023 to 2024.

6. Women’s health: The revolution will be feminized 

The most critical trend of all? Women are demanding that their health is no longer overlooked.

For decades, research has prioritized male physiology, leaving women underrepresented in clinical trials and underserved in healthcare. That’s changing—but we can’t lose momentum.  We need to keep pushing for the healthcare that women deserve - including: 

• More research including women and addressing women-specific conditions autoimmune disorders, endometriosis and cardiovascular disease tied to menopause.
• Younger cancer screenings are becoming more widely advocated, as diseases like breast and ovarian cancer are increasingly diagnosed in younger women.
• Access to healthcare remains the most pressing issue, with ongoing advocacy for reproductive rights, affordable care, pain management and equitable treatment in medical settings.

Final thoughts: The future of women’s health is now

From lifting heavier weights to demanding better healthcare, the future of women’s health is bold and impossible to ignore. The conversation is shifting from superficial wellness trends to real, impactful changes that support strength, balance, and longevity.

For brands, healthcare providers, and industry leaders, the opportunity to listen, innovate, and support women’s well-being has never been more important. Suzy is ready to help you hear what female consumers really think about the latest products and trends across health, tech, food and beverage, and more. Explore our Suzy Speaks solutions for conversational surveys with AI moderation to discover how they can help you connect with a large, engaged female audience without the hassle and high cost. 

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