Diet trends affect F&B companies, but understanding the root causes and needs for the shift is an opportunity for any company targeting a specific demographic. And in the case of wellness and Gen X and millennials, who grew up proactive about their health and are prioritizing health-span and longevity related expenses, it’s all the more important to “get them”.
I was curious to see how the important peri/menopausal women demographic addresses diet and nutrition – what are the needs and trends?
After all, there are an estimated 75 million people who are heading towards, experiencing, or are over the menopause period. Of those consulting a medical professional regarding perimenopause, over a quarter of 30–35 year-olds and 40% of 36–40 year-olds had been told they were perimenopausal.
As these perimenopausal women are rewriting the rules of midlife wellness, their approach to nutrition reveals a sophisticated, evidence-driven demographic that brands need to understand.
Based on an analysis of Reddit discussions and social media conversations, here’s what’s really driving dietary choices for women navigating this life stage:
1. The biggest trend is similar to what we see in the overall population: “Cut Out the Crap” – Choosing Whole Foods Over Processed. Nearly every successful approach centers on removing ultra-processed foods. Whether following plant-based, keto, or Mediterranean approaches, the common denominator is prioritizing real, whole foods.
2. As with the general population, there’s a broad consensus around protein, and awareness for the need to raise consumption for protein and collagen to combat muscle loss.
3. Personalization. Rather than strict adherence to single diets, women are blending strategies: “low-carb Mediterranean,” “paleo with intermittent fasting,” or “plant-based with higher protein.”
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Key insights for marketers:
1. Many women feel they’re “doing all the right things” but still struggle with stubborn weight gain. Burnout from restrictive dieting is common, with fatigue from “perpetual food rules that remove enjoyment.”
2. Women express feeling overwhelmed and stressed by contradictory diet recommendations for menopause – from conflicting advice about gluten-free approaches to confusion about supplement needs.
3. This demographic doesn’t fall for fad diets or any “tiktok trend”. They are dissecting evidence, demanding case studies from peers, and quickly calling out social media influencers as fake or unknowledgeable. With this audience, science and research aren’t nice-to-haves; they’re prerequisites for engagement.
The Bottom Line:
For brands looking to engage this demographic: bring your research, respect their intelligence, and focus on supporting their journey rather than selling quick fixes. This is a group that’s built collective wisdom through shared experience – and half a lifetime of trial and error.
Download white paper here: Diet Trends in Menopause and Perimenopause according to Reddit