BCG report: women in menopause try the most health products but are no more satisfied
2026-09-22
A September 2026 report from Boston Consulting Group found that women in perimenopause and menopause try more health and longevity products than anyone else, yet only about half are satisfied. It is a market survey, so it shows spending and frustration, not which products work.
If you have tried several products without relief, a doctor or pharmacist can check for treatable causes and talk through options with real evidence behind them.
What happened
Boston Consulting Group (BCG), a management consultancy, published its 2026 global study on longevity on 22 September 2026.1 It surveyed 10,608 people in 12 countries, including the US, UK, Germany, Brazil, China, India and Japan.2
The study was carried out for the St. Moritz Longevity Forum. “Longevity” here means products and services people buy to stay healthy for longer, such as supplements, tests and treatments.2
What it found
Women in perimenopause or menopause were the most active buyers. After adjusting for age, they took up longevity products at rates 15 to 22 percentage points higher than other women or men.2
- They had tried about 3 more types of product than other groups.1
- Satisfaction was around 50%, no better than for anyone else.1
- In the US, 90% had tried at least one product, but only 35% said their needs were met.2
- They spent a median of $84 a month, more than other women ($68) or men ($73).1
About a third said they would spend more if a product or service showed results.1 A doctor's recommendation was the biggest factor in what they bought, followed by insurance cover and clinical research.2
The report also found that interest in long-term health rises earlier than many companies assume. It often starts in the mid to late 30s, around the time of hormonal shifts and fertility concerns.1
The care gap behind the numbers
The report also points to gaps in medical care. Only 63% of women saw a doctor about hormone-related issues such as menopause, compared with 78% for heart problems.1
Of those who did, 72% felt taken seriously, compared with 85% for heart care.1 BCG's authors called for more research and better training for health professionals.1
A separate 2026 Galderma survey of over 4,300 women found half felt neutral or unhappy about their knowledge of menopause skin changes.3
What it means for you, and what it does not
If you have spent money on menopause products and felt let down, you are far from alone. The report suggests the market is not yet meeting women's needs.
It does not show which products work. It measured what people bought and how they felt, not health outcomes. The headline figure of $350 billion is a business estimate of unmet demand, not a medical finding.2
The report gives few details on how people were chosen or how answers were weighted.1,2 It was written by consultants for a business audience, and it has not been peer reviewed.
High spending can also mean women are buying products with little evidence. More products on the market will not help unless they are tested properly.
Women seem to know this. In a separate 2026 survey, 77% of menopausal women said they need proof that a hair product works.4 Each treatment page on this site carries an evidence rating for that reason.
Products with real evidence behind them are a better place to start. A good starting point is our page on hot flashes.
Related
Sources
- The longevity market is leaving $350 billion on the table in unmet demand from women in perimenopause and menopause, BCG press release (2026)
- The $350 billion longevity mismatch in women's health, Boston Consulting Group (2026)
- Menopause and skin health at IMCAS: Galderma research reveals women's unmet needs, CosmeticsDesign Europe (2026)
- Beyond quick fixes: women embrace science-backed life-stage hair care, Perfumer & Flavorist / GCI (The Benchmarking Company, 2026)