The biotechnology firm identified for merchandise for intimate well being has launched the vary to “educate, destigmatize and supply neighborhood assist” by empowering extra ladies to take management of their well being and well-being, in response to Daria Costantini, model lead for Canesten at Bayer Client Well being UK.
The brand new CanesMeno vary features a day and nighttime complement, a vaginal gel and an academic hub that options downloadable info and a menopause tracker, offering personal and customized insights.
A rising market
Menopause may cause an array of burdensome signs, together with temper modifications, mind fog, scorching flushes and issue sleeping.
Whereas hormone substitute remedy (HRT) is the first-line remedy for menopause, many ladies are reluctant to use exogenous hormones and are turning to dietary dietary supplements for reduction.
This has brought about an upsurge in demand for menopause dietary supplements, with the UK market projected to achieve £100m by 2028, up from £42m in 2020, in response to GenM knowledge fielded by Kantar.
“The variety of customers buying menopause-related merchandise has hit document highs in 2024, with each on-line and in-store visibility taking part in a key function,” mentioned Heather Jackson, CEO and co-founder of menopause model associate GenM.
“Ladies aged 45–55 account for a £2.4 billion market in well being and sweetness, making them the fastest-growing shopper section—nonetheless, their wants are underserved,” she instructed NutraIngredients.
Menopause merchandise are an ‘underdeveloped class’, in response to Jackson, who says there’s a progress alternative inside the market to higher educate, serve and assist ladies by means of their menopause transition.
“Via Bayer’s partnership with GenM […] the model has dedicated to higher understanding, serving and supporting the 15.5m menopausal ladies within the UK,” she mentioned.
Supporting particular dietary wants
CanesMeno Multi Help is a day by day meals complement designed to assist hormonal regulation, cognitive perform, psychological efficiency, and bone and pores and skin well being.
Containing 19 nutritional vitamins and minerals, together with B nutritional vitamins, iron, zinc and manganese, the complement additionally goals to deal with the particular dietary wants of menopausal ladies.
CanesMeno Multi Help additionally accommodates pink clover extract, an ingredient which quite a few studies have proven helps general menopause signs.
David Evendon-Challis, chief scientific and advertising officer at Bayer, says these research have discovered that merchandise containing pink clover extract, particularly these with a minimum of 80 mg of isoflavones, have demonstrated optimistic advantages on scorching flushes, vasomotor signs, psychological signs and sleep and tiredness.
“The in depth vary of demonstrated advantages related to pink clover assist its use as the perfect natural extract for a meals complement which addresses the varied signs of menopause,” he instructed NutraIngredients.
Relieving nighttime menopause signs
Bayer has additionally launched CanesMeno Evening, a mix of hops and ashwagandha extracts, together with nutritional vitamins and minerals.
Historically used to alleviate gentle psychological stress and to enhance sleep, hop extract has been proven to be efficient in managing menopausal signs in a number of clinical trials, in response to Evendon-Challis.
In the meantime, ashwagandha, which is understood for its adaptogenic properties, was chosen for its capability to assist the physique handle stress and improve sleep high quality.
“Research have confirmed that ashwagandha can enhance sleep effectivity, enhance whole sleep time, cut back the time wanted to go to sleep and enhance wakefulness,” he mentioned. “Curiously, ashwagandha has been studied on menopausal ladies and was proven to offer an enchancment in menopausal signs following supplementation.”
Vitamin B6 and magnesium had been additionally added to the formulation to manage hormonal exercise and cut back tiredness and fatigue.
“Collectively, the medical and scientific knowledge make ashwagandha and hops the best-in-class natural ingredient mixture to assist ladies handle sleep disturbances related to menopause,” Evendon-Challis mentioned.
The vary is complemented by a vaginal gel containing Ectoin, offering reduction from vaginal atrophy signs related to menopause akin to dryness, itching and burning.
Delivering shopper confidence
Bayer’s CanesMeno vary, which has been particularly formulated to assist key indicators that ladies in menopause expertise, is licensed with the GenM ‘MTick’—the common buying image for menopause-friendly merchandise, present process strict standards and demonstrating proof as to how the merchandise ease, relieve or assist a number of of the menopause indicators.
“Via CanesMeno’s licensed vary, the model is delivering better shopper confidence, understanding that the product has scientific proof to show the way it can assist particular menopause indicators,” Jackson mentioned.
Talking about how different manufacturers can achieve an overcrowded market, she added retailers and producers ought to take into account their function in educating and informing sufferers about menopause—a subject typically clouded by conflicting info.
“Not solely trying in direction of new product improvement, manufacturers ought to take into account their present product portfolio, and the way by means of higher signposting and training their merchandise can assist menopausal ladies,” she mentioned.
