IFF launches solutions for menopause and modern healthy agers

The global health ingredient supplier launched six concepts containing a range of Howaru probiotics, botanicals, vitamins and minerals, aiming to cover the main symptoms of menopause, all backed by GenM’s ‘M-Tick’​ menopause friendly symbol.

“We launched our partnership with GenM lat last year’s Vitafoods, and this year we see many customers understand this opportunity,” Vanessa Azevedo, IFF’s global product innovation marketing manager, told NutraIngredients. “GenM has conducted a lot of research into consumer needs so that we can advise customers on products they could position to these customers.”

She explained that GenM’s research suggests that awareness of menopause symptoms are growing but has not yet translated to a better lived experience.

“Even though women know more about the symptoms and are more open to discussing them, it’s unfortunate that the mindset is often ‘it’s OK’, or ‘it’s manageable’ or ‘it could be worse’,” she said. “That is not good enough—why should customers be left unsatisfied?”

The concept line-up on show in Geneva included: The Wise with probiotics, ashwagandha and vitamin B6 for mood swing support; The Mystric with probiotics, SoyLife, lemon balm and vitamin B6 for hot flashes and night sweats; The Queen with Neuravena green oat extract​, ginseng and vitamin C for brain fog; The Warrior with probiotics, green mate and vitamin B6 for weight management; The Healer with probiotics, keraGEN-IV keratin, Grow C vitamin C and zinc for skin, hair and nails; and The Guardian with probiotics, Go-Less pumpkin seed extract​ and vitamin B2 for vaginal and bladder health.