The $600 Billion Power Shift
Why Brands Can’t Ignore Perimenopausal Women
Written by: Dina Zoob, Vice President of Client Services
The wellness, beauty, and health industries have long centered their focus on younger consumers. But in doing so, they’re missing a powerful, fast-growing demographic: perimenopausal women. With over 50 million U.S. women navigating perimenopause and a projected $600 billion in spending power, this audience represents one of the most underserved — yet highest-potential — markets today. Brands that fail to engage this group are not just missing out on revenue—they’re ignoring the future of consumer health and wellness.
Despite their numbers and influence, this audience is rarely visible in mainstream marketing or product innovation.
Who Are Perimenopausal Women?
Perimenopause is the transitional phase leading up to menopause and typically affects women between ages 40 and 55, though symptoms can start as early as age 35. This life stage brings about changes in hormones, metabolism, skin, sleep, and mental health—and women are actively seeking answers and solutions. Despite their significant influence and buying power, 78% of perimenopausal women say they feel overlooked by brands. Representation is low. Resources are limited. And the opportunity for innovation is massive.
What Perimenopausal Marketing Women Want From Brands
1. Personalized Solutions for Their Changing Bodies
This demographic experiences a wide range of symptoms, from hot flashes and fatigue to weight gain and brain fog. They need brands that go beyond one-size-fits-all products and deliver solutions tailored to this stage of life. Whether through AI-driven personalization, smart technology, or targeted ingredient innovation, brands must meet them with empathy and relevance.
2. Education-Based Marketing That Builds Trust
Women in this phase crave clarity. They want to know why a product works, how it supports their journey, and who is behind the claims. Brands that offer science-backed information, expert guidance, and transparent communication will earn their trust. Think: educational blog content, webinars with medical professionals, and newsletters that inform and empower.
Transparency is key. Women want to know the "why" and "how" behind every product they use.
3. Community-Driven Experiences
Perimenopause can be isolating, which is why connection matters. Brands that foster supportive communities, whether through forums, social media engagement, or peer reviews, will build deeper customer loyalty. In fact, word-of-mouth and peer validation often carry more weight than traditional advertising in this space.
For many women, peer support replaces traditional medical advice during this stage of life. Authentic engagement is essential.
Why Your Brand Should Market to Women 40+
High Spending Power: Women 40+ are often at their peak earning years and willing to invest in their health and well-being.
Long-Term Loyalty: Build trust now, and you’ll gain a customer for decades to come.
Cultural Momentum: Age inclusiveness is trending — and this is your chance to lead, not lag.
Ready to stand out in a crowded market? Start with the audience most brands are missing.
How We Help Brands Reach This Audience
At Blue Duck Agency, we specialize in helping brands connect with niche, underserved audiences through data-driven strategies that deliver results. Our omnichannel acquisition programs are designed to speak 1:1 to the consumer, increasing engagement, lifetime value, and brand loyalty.
We don’t just generate clicks and conversions. We help you build community, spark loyalty, and elevate your message in a way that resonates.
Whether it’s messaging, strategy, execution, or creative, Blue Duck helps you reach this powerful audience with empathy—and impact.
The brands that step up to meet perimenopausal women where they are today will become the industry leaders of tomorrow.
Ready to build meaningful connections with this high-growth audience? Let’s talk.
Sources:
Fierce Healthcare: U.S. Women navigating menopause
Female Founders Fund: Women’s spending power
Forbes: Women feel overlooked by brands