Women’s health is getting snackable
What’s happening: Following first-of-its-kind women’s hydration research from Gatorade, parent co. PepsiCo will explore how body comp and hormonal changes affect unique fueling needs — influencing future development of drinks and snacks
Functional. Taking a cue from supplement makers, food and beverage brands are packaging edible life stage support for cycle, skin, and immune health
For hormonal health, Bish makes PMS-protective protein bars, while skin-focused Glow Beauty Fuel mixes in collagen, hyaluronic acid, and vitamin C. Easing cycles, Funk It Wellness offers multivitamin bites and seed-based cycling mixes
Savvy sips. Women dominate functional beverage purchases, per SPINS, and are searching for the right mix — reporting higher fatigue alongside greater sensitivity to caffeine
Customizing ingredients, Benny uses lower-dose yerba mate, Bloom and Unwell lean on green coffee bean extract, and GORGIE adds biotin plus L-theanine for calmer, sustained energy
Hyper-targeted, The Cycle’s superfruit teas address PMS and period symptoms, while CRANEL packs 3K cranberries in a weekly shot to treat UTIs and bacterial vaginosis
Punchline: Going beyond gendered marketing, food and bev brands are engineering formulas for female physiology
