Women are a formidable consumer force, influencing product trends at all ages. Their nutritional needs vary throughout life, particularly around pregnancy and menopause. Active women may be looking for sports support, while others—young and old—seek products offering potential beauty benefits. Many ingredients are anchoring formulations, including omega-3 fatty acids, probiotics, botanicals, proteins, vitamins, minerals and more. Additional considerations include permissible claims language, as well as finding a balance appealing to women without stereotyping them.