Fiber, positive nutrition guide women’s health scope

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Fiber, positive nutrition guide women’s health scope

9 Jul 2025

Maggie Glisan

Maggie Glisan covers consumer trends and emerging markets for the Commercial Baking media group. She spent the bulk of her 15-year career as the senior food editor at Better Homes and Gardens, where she was responsible for producing, writing and editing stories and developing recipes for the monthly magazine and special interest publications. Prior to that she worked as graphic designer and assistant art director in the Food Group at Better Homes and Gardens, where she took on an increasing role in content creation and editorial development.

KANSAS CITY, MO — When it comes to overall wellbeing, gut health is a key area in which women are increasingly interested. According to Grand View Research, the gut health market is valued at more than $51 billion with a projected CAGR of 8.3%.

“Women are very interested in gut health, probably more so than men,” said Julie Miller Jones, a member of the Grain Foods Foundation Scientific Advisory Board. “In terms of formulation, bread manufacturers might consider heat-stable pre- and probiotics as well as postbiotics.”

By calling out ingredients and nutrients that contribute positively to a healthy gut — whether that’s a high-fiber cracker made with whole grains or a naturally fermented sourdough bread — bakers can capture the attention of women who are actively seeking out these nutrients.

“Fiber is finally having its well-deserved moment,” said Charlotte Martin, a registered dietitian and consultant for the Grain Foods Foundation. “Particularly for women, fiber plays a crucial role in supporting digestive health. It also aids in weight management and reducing the risk of chronic diseases like diabetes and heart disease. Plus, a fiber-rich diet may help promote healthy estrogen regulation and protect against breast cancer.”

Recent trends in women’s health reflect a broader need for positive nutrition, such as adding ingredients that support health vs. eliminating ingredients for both immediate and long-term benefits.

“We’re currently seeing a more holistic nutrition approach that focuses on an increase in nutrient-dense foods rather than one that isolates specific ingredients,” said Jane Dummer, food consultant and registered dietitian.

Despite the shift to a more additive approach to diet, there’s one ingredient women in particular see as a red flag: refined sugar. According to Tastewise, people are 12 times more likely to talk about sugar-free or free from refined sugar when it comes to women’s health applications.

“I see the term ‘refined sugar-free’ as an emerging consumer need around diet in relation to women’s health,” said Lee Brymer, head of marketing communications for Tastewise. “Refined sugars, which are often used in baked goods, are known to have negative effects on women’s health, specifically as it relates to reproductive cycles, hormone balancing, and many of the things women are seeking from their food products. [Bakers] want to make sure that the other ingredients in their products are not negating the benefits of what they’re trying to achieve.”

Brymer also suggested seeking out sugar alternatives such as date syrup or Manuka honey and creating products that speak to the full needs of women.

“We’re currently seeing a more holistic nutrition approach that focuses on an increase in nutrient-dense foods rather than one that isolates specific ingredients.” — Jane Dummer | food consultant and registered dietitian

It’s not just ingredients women care about. They are also increasingly looking to support brands created by women for women. One such brand is Mena, a UK-based food company founded by Charlotte Blacker that makes breads, cereals and bars that incorporate plant-based, estrogen-rich ingredients formulated to support women experiencing perimenopause and menopause symptoms. Blacker, who has a background in pharmaceuticals, was inspired to create the products during her struggles with menopause-related joint pain.

There’s a similar story behind MenoWell, a brand of menopause-focused energy protein bars created by founder and CEO Julie Gordon White that carries the tagline “Power food for the pause.” White developed the bars when struggling with her own menopause symptoms, including sugar cravings and weight gain.

With ingredients such as organic maca, prebiotic fiber, plant-based protein, flaxseed, spinach and kale, MenoWell bars pack a nutritional punch without crushing a woman’s calorie budget for the day.

“Our bars aim to handle the sugar cravings, reduce visceral fat and make it easy to get fiber and protein, even on the go,” White said. “They address women in midlife and meet them where they are.”

She cautions bakers, however, about trying to simply jump on the women’s health bandwagon without doing the proper research.

“You have to be authentic, because if you’re a ‘me too’ kind of company or you’re just putting a pink wrapper on something, [women] are sniffing that out in a big way and will call you out in a second,” White said. “Women will invest in their health and pay more for premium products, especially if they’re created by a woman or if there’s a really personal story connected to it. They are prioritizing that.”

Whether it’s functional ingredients that support hormonal balance, gut health, mental wellbeing or a commitment to female-founded brands, the demand for innovations that address women’s needs is growing, and it’s important for bakers to be a part of the conversation.

This story has been adapted from the April | Q2 2025 issue of Commercial Baking. Read the full story in the digital edition here.

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