Women typically hold the keys to health for their families, making the majority of healthcare decisions and purchases. At the same time, research continues to show that female leadership has a positive impact on business performance and growth. So how can industry better support women?
 
Women In Nutraceuticals (WIN) launched in 2022 aiming to empower women to unlock their personal and professional potential. The nonprofit hopes to increase the number of women serving in leadership positions, ensure the growth of women in science and women’s health research, expand investment opportunities for women-owned businesses, and deliver better opportunities for female leaders.
 
How has industry responded to date, what can businesses do to better support women in their careers, and what’s the outlook for women’s health solutions in today’s marketplace? We consulted leaders from WIN and other industry experts to find out.
 
NW: Can you reflect on the journey thus far, the response and feedback you’ve received from industry, as well as your expectations for the road ahead?
 
Heather Granato, President of WIN, and VP of Partnerships & Sustainability at Informa Markets: It has been a truly amazing experience, starting from a group of industry colleagues identifying a gap that, if addressed, can further charge the growth of businesses and industry. While the dialogue around the gender gap in leadership, finance, and science has been going on for years, elevating the conversation more publicly, assessing the baseline and finding ways to deliver change, and be accountable for our actions has been the charge of Women In Nutraceuticals.
 
The industry has been tremendously supportive and responsive; from our original launch, we were fortunate to have financial and personal support from companies and organizations with a similar vision. To have more than 400 people attend the WIN Gender Equity reception at SupplySide West 2023, only a year after public launch, was exciting. It also reminds us of what we can and need to accomplish in the years ahead. We aim to use the baseline data from the Gender Diversity in Leadership survey to set KPIs for change, offer companies tools to support their efforts to achieve gender parity, and develop tools and programming to support WIN members in their own career journeys.
 
As we launch a pilot mentorship program, a host of training programs around women in science and research, and develop ways to connect female entrepreneurs with funding, we can see the opportunity for positive change. This will, of course, come with a need for people and resources, and we are actively looking at how to support our growth, including bringing on a part-time executive director, and identifying resource gaps.

 
NW: How can industry better encourage and support women throughout their careers?
 
Granato: From an industry perspective, the work being done at events and in associations to expand the experts we showcase in conferences, webinars, articles and more ensures that we reflect the diversity of our community. By including more diverse voices, we become more inclusive, and that further expands our reach and the opportunities for innovation. Industry, however, is made up of companies, and companies must make the commitment to address unconscious bias, to address the “broken rung” of younger women moving into management—which perpetuates the leaky pipeline—and to develop a company culture that values all of the individuals within its team. This also brings up the issue of allies, as this journey requires both men and women having those conversations and seeking change, because it ultimately benefits people and business. Issues such as equal pay, family leave, mentorship, career coaching, and flexible working don’t only support women, but support everyone, which is foundational to business success.
 
Karen Howard, WIN Director at Large and CEO/Executive Director, Organic & Natural Health Association: Support Women In Nutraceuticals! Join as members and become Corporate Sponsors and Partners. Help us increase the number of women in C-suites, increase the number of women conducting quality science, and the amount of science being done for women’s healthcare issues, and create generational wealth by funding more women-owned and operated businesses. 
 
Amy Summers, Founder and President, Pitch Publicity and INICIVOX: Within my education platform, INICIVOX, we initiated a seminar series called “Identifying the Elephant in the Room” aimed at addressing sexism in the natural products industry. During these candid discussions, it became evident that supporting women in their careers requires a multifaceted approach.
 
One key aspect is providing greater flexibility in work schedules, including the option for remote work without repercussions. It’s crucial to schedule important meetings thoughtfully, avoiding times like the 5 pm dinner hour or 3 pm school carpool pickup, recognizing that these periods may pose challenges for women balancing their full-time, unpaid role of managing households.
 
In addition, company owners and managers should actively foster an environment where women feel empowered to express their ideas without fear of judgment. Recognizing the evolving nature of women’s needs within shifting family dynamics, creating spaces for open dialogue ensures that support initiatives remain relevant and effective.
 
Moreover, industry leaders should refrain from assuming that every woman aspires to reach the C-suite. Diversifying opportunities for advancement and fulfillment are essential. By acknowledging and highlighting the significance of roles beyond the executive level, we can tailor career paths to meet women where they are in their lives today, providing meaningful avenues for growth and contribution.
 
NW: What advice would you give to women starting out in the nutraceuticals industry?
 
Granato: Review the opportunity, and say yes. Unless there’s a big red flag, taking chances and saying yes will open more doors than you know. Many of us suffer from imposter syndrome or believe if we don’t have all those qualifications, that opportunity isn’t for us. That’s unfortunate. Take the chance, and while you’re doing it, reach out to people in the industry who inspire you and ask for help, guidance, and insight. Together, we all go farther.
 
Karen Todd, RD, WIN Chair and Vice President of Global Brand Marketing, Kyowa Hakko U.S.A., Inc.: Learn as much as you can. The nutraceuticals industry is dynamic and continuously evolving, so a strong foundation of knowledge is essential. Seek opportunities for education and professional development to stay updated with industry trends and scientific advancements. Additionally, networking and mentorship can be invaluable for career growth. There are several professional organizations—like CRN (Council for Responsible Nutrition), UNPA (United Natural Products Alliance), AHPA (American Herbal Products Association), NPA (Natural Products Association), and CHFA (Canadian Health Food Association)—that can help support education and networking.
 
Encourage company leadership to create an inclusive environment that values diverse perspectives and provides equal opportunities for career advancement. Join networks like WIN to connect women in the field with experienced mentors who can provide guidance and support. Companies should also actively promote work-life balance and flexibility to accommodate the unique challenges and responsibilities that women may face in their careers. Ultimately, fostering an inclusive and supportive workplace culture will empower women to thrive in the nutraceuticals industry.
 
Howard: I love this industry and it can be a wonderful place to chart a lifelong career. All of us need to find mentors—male and female—that can provide advice and counsel at every level, not just at the beginning of your career. Surround yourselves with people who believe in you and will guide you toward your strengths. There is never a good reason to stay in a bad situation. Don’t be afraid to take risks and don’t underestimate your potential. Keep your North Star in view. Why you do the work can be way more important than what you do.
 
Summers: Navigating the nutraceuticals industry demands a keen understanding of its mission-driven nature, but it’s crucial to preserve your personal passion amid the collective goals of your company and colleagues. Explore the diverse facets of the industry to identify what genuinely excites you about your work, then channel your focus into those specific projects. Recognize that our engagement with work is an ongoing exploration, and your passions will evolve throughout your career. Trust your intuition and allow it to guide you toward those exhilarating “oh my gosh, I can’t believe I’m doing this” moments. By embracing this approach, your work in the industry will transcend being merely about who you are; rather, it becomes a meaningful journey of making a difference for others, which ultimately defines your impact and provides fulfillment.
 
NW: There appears to be more attention to the health issues women experience throughout their lifetime—beyond pregnancy—but product options are still lagging. What’s your impression of the women’s health market today and how can the dietary supplement industry do more to address the range of women’s health needs?
 
Sibyl Swift, PhD, Chief Science Officer and VP of Regulatory Affairs, cbdMD, Inc./CBD Industries, LLC: The women’s health market has grown and changed tremendously in the last few years. The discussion around women’s health has become more open. It is mainstream to discuss menstruation, hormone-related sleep disruption, and female libido, creating a demand for dietary supplements that address those key areas.
 
Marketing dietary supplements for women’s health to support hormone regulation, manage menstrual pain, support sleep, and support a healthy libido requires studies to validate the product claims. Many preclinical studies opt for male animals only to reduce the number of uncontrolled variables related to the female menstrual cycle. In 2016, NIH (National Institutes of Health) began encouraging the use of balanced designs including both male and female animals, and also initiated a campaign to raise awareness about including females in preclinical studies.
 
Together, rising consumer demand combined with the growing push for balanced preclinical study design will support development of female-focused products. There is a unique opportunity for dietary supplement brands to embrace the movement toward inclusion of women’s health needs and launch product lines which specifically address solutions beyond beauty.
 
Howard: I am thrilled that the industry has collectively realized that its principal consumer offers new opportunities to innovate and support the unique health issues and life stages of women. We will all be better for it. More healthy moms and babies translate into a society that is focused on wellness vs. disease care, throughout the compendium of healthcare options. There is no better way to improve the health status of our country than to focus on all the women we can serve, regardless of race, ethnicity, or income.
 
Summers: Currently, there is a noticeable disparity in research, with a predominant focus on men. This knowledge gap poses a challenge in truly understanding and meeting the diverse health needs of women. To bridge this gap effectively, a crucial initial step is to conduct more comprehensive studies specifically on women. Without a solid foundation of research, marketing efforts geared toward women’s health may inadvertently fall short. It is imperative that the dietary supplement industry prioritizes research as the cornerstone for developing products that genuinely address the spectrum of women’s health needs, ensuring we provide accurate and tailored support for their wellbeing.
 
Sébastien Bornet, VP Global Sales & Marketing, Horphag Research: Today, the women’s health and wellness market is showing rapid growth with increased demand for innovative product solutions.
 
Women spend up to 40% of their life in menopause and, by 2025, 1.1 billion women worldwide will be going through this transition. Additionally, millions of women are entering a life stage where arthritis and cognitive health are becoming a larger personal focus along with fitness, sleep, stress management, and other proactive steps toward healthy aging.
 
Major companies in women’s health and beauty are focused on developing innovative new products such as perimenopause-focused supplements. With a surge in demand and continuous product innovations, we expect this market to experience substantial growth over the next 3 years.