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Needs of the New Woman

October 18, 2022

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In the past, the woman’s routine was much more focused on taking care of the home and family. In recent decades, with the changing needs of women, the female journey has undergone great transformation and today women occupy a more participatory space in society. 

At the same time that she assumes a leading role, women continue to maintain their multitasking (being a mother, working, studying, entrepreneuring, and taking care of health).

Thus, data confirm that women have gained a place in the labor market and that they also have a relevant participation in entrepreneurship. According to IBGE, Brazil has more than 5 million women entrepreneurs and 37% as the main provider of the family. 

So when it comes to health, they are more likely to take care of themselves, because proper organic functioning influences many aspects, from the appearance of the skin, hair, and nails, to the willingness and mood.

In addition, women go through several transformations throughout life, such as menarche, premenstrual tension, pregnancy, menopause and postmenopause, phases that require different physiological and nutritional needs. 

Therefore, the search is for a well-being connected between body, mind and spirit, either to take care of beauty or to bring more willingness to carry out all its activities. And the power is deeply connected with all of that.

Today we know that there are several nutrients and bioactive compounds that provide numerous benefits, including contributing to stress control, providing more energy and assisting in immunity. 

Thinking about this holistic well-being, internal care products, such as supplements, gain prominence and drive the emergence of new trends focused on the quality of life of this audience. 

ACTIVE MIND 

Some nutrients are critical to brain functioning and health and meet the needs of women. The so-called nootropics are substances that have the power to improve mental performance, helping in memory, focus and creativity and have as their main target the action on neurotransmitters. 

Some examples of these nutrients are omega 3, B vitamins (B1, B6, B12 and folic acid), carbohydrates, zinc, magnesium and choline. 

There are also adaptogens, which are super plants that help the body adapt to stress, control cortisol (stress hormone) and maintain balance, avoiding peaks that can cause fatigue, irritation and restlessness. 

Therefore, adaptogenic foods such as gurney, ginseng, ginkgo biloba, licorice, reishi, and ashwagandha can help the body take it easy, focus, and even contribute to a good night’s sleep. 

In the market, especially outside Brazil, it is already possible to find several products that use these ingredients, such as Amaz brand teas.

GOOD SLEEP IS A NECESSITY FOR WOMEN 

When it comes to sleep, according to the Brazilian Sleep Association, 75% of Brazilians have difficulty sleeping, a situation that was aggravated during the Covid 19 pandemic.

In the case of women, the complaints of insomnia are greater, due to emotional, social, genetic and biological factors. Therefore, functional foods that help improve sleep begin to gain prominence. 

Some nutrients and substances present in foods can have beneficial effects on sleep and relaxation, from those already consolidated, such as those present in passion fruit and lavender, to more innovative foods, such as tart cherry and schisandra. 

INTESTINAL IMMUNITY and FUNCTIONING 

Proper functioning of the intestine is essential for well-being. The brain-intestinal axis explains this direct relationship in the regulation of mood by the intestine. This mechanism occurs because 90% of serotonin receptors – a mood-related neurotransmitter – are located in this organ. 

And it doesn’t stop there. In the intestine we also find 80% of our defense cells, that is, it is the main organ of our immune system.

In the case of immunity, some nutrients can also contribute, activating other immune pathways and strengthening the defense system, such as zinc and vitamins C and D. With so many essential functions, today there is a world of products for the intestine, ranging from traditional yogurts to probiotic soft drinks, water, kefir, kombucha and vinegars.

It is possible to find several products on the market, mainly outside Brazil, focused on this functionality with a focus on the needs of women. Check out some examples at the end of the text.

ENERGY 

Essential for carrying out daily activities, this territory expands not only to routine tasks, but also to regular physical activities, such as pre-, intra and post-workout.

In this sense, there are foods and substances that can assist in the practice of physical exercises and in the provision of daily energy through various physiological actions.

SEXUALITY

The category of female sexual well-being, recently considered a taboo, has been growing, encouraging self-knowledge and bringing discussions about the sexuality of women with the same naturalness as that of style or beauty rituals. 

Some substances can enhance female libido, decrease stress and increase blood flow, such as beet extract, tribullus terrestris, Peruvian maca, ginseng, ginkgo biloba, theobromine, Greek hay seed, schisandra, epimedium, shatavari and damiana.

  • AMAZ Organic Sparkling Yerba Mate: is a functional organic and sparkling tea, made of adaptogenic and super plants. Gluten-free, 0 calories, 0 sugar, contains 80mg of caffeine per serving and comes in 3 flavors: Lemon and Ginger, Peach and Strawberry and Acai and Blueberry.
  • TIESTA tea: Relaxing tea of chamomile, lemongrass and lavender launched in the USA to aid in sleep and anxiety. It’s caffeine-free, sugar-free and calorie-free.
  • OLLY SLEEP: The North American manufacturer’s gums offer a unique blend of melatonin, L-theanine and botanists who work together to calm the mind and promote restorative sleep.
  • ASAHI CALPIS GASSERI: this product helps to improve the intestinal environment by combining Calpis and lactobacillus gasseri CP2305. The drink launched in Japan has a light, somewhat milky and slightly acidic taste, similar to natural yogurt or vanilla flavor. Its ingredients include water, skimmed milk powder and lactic acid.
  • NDALEM CHOBIO: the brand presents Chobio, chocolate with more than 10 billion probiotics in Indonesia.
  • REMEDY KOMBUCHA: Australian beverage with green coffee bean extract and ginseng, produced using a traditional fermentation process, which sweet tea is fermented using a live culture to produce a sweet and sour beverage filled with live cultures and organic acids.
  • RUNA: Made with organic ingredients and natural caffeine from guayusa, the North American drink promises to provide long-lasting clean energy without the shock or nervousness of sugary energy drinks.
  • NATURE ESSENCE FEMALE LIBIDO BOOSTER: is a blend of carefully selected natural ingredients that directly contribute to increased female libido. Swiss supplement, brings together fenugreek, ashwagandha, maca, damiana, saffron, black pepper and zinc seed extract.
  • SEX DUST MOON JUICE: This supplement is a stimulating blend of adaptogens and herbs, which aim to lessen stress to support healthy hormonal balance, libido and creative energy. It combines Shatavari, Shilajit, Epimedium, Schisandra, Cacao, and Maca.

Therefore, the expansion of women’s participation in society and the transformation of their journey, combined with the peculiar needs of the female universe, have invited the food industries to innovate to meet the new demands. 

For this, it is essential to be attentive and understand the needs of this giant audience in its new moment. Territories such as beauty, active mind, sleep, energy, immunity, gut and sexuality are observed as potencies to be exploited by brands globally.  

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