Fast embracing holistic, personalised curated programs and plans to better handle their individual health issues
More than 100,000 searches happen just for UTI & PCOS
Of all the hormonal changes which millennial women experience, menstruation continues to be their foremost area of concern
India’s millennial women, especially working professionals between the age group of 23-38 years have increasingly come to rely on digital channels for their health and fitness needs and are looking for lasting solutions that work, according to the consumer and market report compiled by savage (www.savage.club). savage is India’s leading women’s healthtech company building the future of wellness for millennial women. The consumer mapping has revealed some very interesting insights which are intrinsically linked to the rise of India’s Femtech sector.
Understanding the consumer base…the urban millennial women
The consumer report analysed responses shared by millennial women across leading cities and towns, the majority of whom are working professionals (73%) followed by students (17%) and homemakers (5%) amongst others. While 58% of the respondents fell in the 25-30 years age group, 23% were between 15-25 years of age. 17% of the participants are pregnant or in a related phase while 32% of the interviewed millennial women are experiencing PCOS or PCOD.
Do Indian millennial women know enough? A Peek into their menstrual
health..
Of all the hormonal changes which millennial women experience, menstruation continues to be their foremost area of concern.
When women were asked to list down ways in which they track their monthly menstruation cycle, half of them (50%) acknowledged that they do use a menstrual tracking app- a testimony of them already taking ownership of their hormonal health to some extent.
Elaborating on the state of their menstrual cycle, every respondent had experienced at least 1-2 periods of hormonal imbalance in her lifetime while 23% of them had experienced irregular and fluctuating menstruations.
Majority of them are aware of the changes which they experience around their menstruation time. 56% claimed that their diet and exercise routine changes around their periods. Mood swings (75%) stood out as the topmost PMS symptom, followed by food cravings (54%) and low energy (48%).
Are India’s digital savvy millennial women seeking external support to
address their hormonal health issues?
45% of the women cited having never visited a gynaecologist to seek guidance in matters related to their personal health while a meagre 12% said that they would only do so when something is seriously off.
Ways in which women are addressing their common menstruation concerns…
An alarming 87% respondents do not take any prescribed medicines to combat their specific menstruation issues while 13% mentioned the intake of period regulating pills and off-the-counter medications.
Where does a fitness routine fit in the schedule of India’s digital
savvy millennial women and what are the key barriers coming in their way?
Majority of the millennial women (35%) workout 3-4 times a week, 23% workout 5-7 times weekly with 20% rarely doing so. Lack of motivation (34%) and lack of time (30%) are the top two barriers coming in the way of maintaining a healthy and holistic lifestyle.
Millennial Indian women are seeking expert recommendations in addition to doctors and medical fraternity. 54% of them look upon social media for solutions. Interestingly, 52% of them are guided by micro influencers.
Ekta Tibrewal, Co-founder, savage says,“A large part of the healthcare ecosystem is designed without keeping our unique physiology and biology at its core. The ebb and flow of hormones like Oestrogen, Progesterone, and Testosterone shape women's bodies, metabolism, sleep, energy levels, productivity, moods & so much more. Despite that, only 4% of healthcare R&D funding is targeted towards women's health and factoring their hormone cycles in studies & trials. Amidst this backdrop, we have India’s digital savvy millennial women who are no longer looking for short term gains or hacks to shed weight. Every month, more than 100,000 searches happen just for UTI & PCOS. This user segment like never before is taking ownership of their health and fitness; and is embracing digital channels to evaluate holistic solutions that work.
Ekta further adds, “Femtech players are empowering women, especially millennial Indian women to take charge of their own health. We are already witnessing a strong tide of change with not just Femtech ventures but also healthcare companies speedily acknowledging the need to better serve women for their specific health needs along with bringing in gender specificity for diagnostics, drugs, devices and solutions for women. Urban millennial Indian women are fast embracing holistic, personalised curated programs and plans- which are allowing them to better handle their individual health issues.”
Commenting on urban Indian millennial women fueling the growth of India’s Femtech sector, Akshay Rajwade, Co-founder, savage says, “Femtech as a flourishing industry is expected to reach USD 71,000 million by 2026. We believe that our country’s Femtech sector is redefining this space like never before. The year 2021 saw the highest number of funding deals in the last seven years, 40 in total amounting $98 million. Altogether, the Femtech market is poised to grow at a healthy rate of 17% from 2020 to 2026. We expect innovative technologies to further target menstruation issues, pelvic health, fertility and birth control, sexual wellness, chronic conditions and general healthcare”.
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