The women’s health company has been tracking attitudes towards the state of menopause for the last four years. Founded in 2017 to provide women with supplements for vaginal dryness and odor, hot flashes, sexual satisfaction, hair and nail health, and mood swings, it was acquired by wellness company Pharmavite in 2023.
“We have noticed a positive trend over the last few years where more women have started openly discussing menopause with friends, family and healthcare providers, moving away from the ‘just dealing with it’ mindset,” Kate Jamieson, vice president of ecommerce and marketing at Bonafide, told NutraIngredients-USA.
She added that while this increased vocalization has amplified efforts to address the absence of menopause solutions and education, still more is needed to unriddle women’s confusion about what’s happening in their bodies and their options.
Fielded in May in a group of 2,013 U.S. women between the ages of 40 and 64 who were experiencing perimenopause and menopause symptoms, the survey also registered calls for more substantial investments in comprehensive research, healthcare training and legislative initiatives to drive further change in this area.
Reducing stigma, raising the bar
The growing shift in societal attitudes is supported by the data showing that 64% of women openly discuss menopause with friends and family, a 12% year-on-year increase, and 67% of respondents said they have talked to a healthcare provider about their menopause symptoms, up 14% from last year.
Some 69% of women attributed their menopause knowledge to first-hand research, with over 70% of women learning from online and in-person communities.
With increased discussion come higher expectations for menopause support and standards of care. More than half of women surveyed called for increased workplace accommodations, and over two-thirds reported the absence of support in the workplace.
“It was also surprising to see how many women still feel dismissed by their healthcare providers regarding menopause symptoms, despite the increasing openness in discussing this topic,” Jamieson said. “This highlights the critical need for better training for healthcare providers to effectively support women during this life stage.”
As part of its education initiative to destigmatize menopause, Bonafide has developed a resource center that currently houses over 350 medically and legally reviewed articles on menopause, perimenopause symptoms, solutions and lifestyle topics. Jamieson added that the company also engages with its network of 17,500-and-growing uncompensated healthcare providers to keep them informed about new solutions and the science behind its products.
A generational shift in menopause management
The survey also noted differing attitudes of older Millennials and Gen Xers compared to women over 50, signaling a potential shift in the approach to menopause management.
Almost half of women participating in the study indicated that menopause has disrupted their daily lives, with one-in-three saying menopause has caused them to feel hopeless—and particularly women between the ages of 40 to 49, suggesting that the initial onset of symptoms during perimenopause may be the most challenging part of the menopause transition. Bonafide notes that this not only affects women’s aspirations but also the health of a U.S. economy where women comprise 51% of the workforce.
“These women indicated they felt more hopeless and face greater career disruption because they are unprepared for early symptoms and are unsure how to manage them,” Jamieson said. “Better education on these changes and symptom management options would significantly support women during this crucial phase, preventing unnecessary suffering.”
The study also highlighted that as the younger generations (i.e., digital natives) begin their menopause transition, they seem to be more likely than the 50+ to turn to tech designed to support menopause like mobile apps, digital healthcare platforms or wearable tech to monitor symptoms.
Using the vote and purchasing power
Looking ahead, Bonafide acknowledges progress made but calls for concrete actions like comprehensive research, healthcare provider education, government investments and continued advocacy to create lasting change and improve the state of menopause.
And the women surveyed agree, with 99% saying they want increased funding for women’s health research and nearly 90% wanting women’s health to make up at least 25% of the total National Institutes of Health budget rather than the current 2% cited.
Two in five women indicated that funding for women’s health research will influence how they vote in the 2024 election and 66% stated they would buy from a brand that invests in menopause research.
“By establishing more definitive support structures, we can ensure that the growing awareness and advocacy around menopause translate into tangible benefits, ultimately improving the quality of life for women navigating this transition,” the study concluded.
