Lubrizol Study Highlights Rising Demand for Women's Supplements

By: Women Entrepreneurs Review Team | Tuesday, 22 September 2026

Lubrizol has published a new white paper examining the evolving health and beauty needs of women across Asia-Pacific, finding that many Chinese consumers believe existing supplement products do not fully address their needs. The report draws on consumer research conducted across China, South Korea and Indonesia, with China receiving the primary focus.

The research was designed, conducted and analyzed by IQVIA Consumer Health. The published material does not specify the sample size or detailed survey methodology.

Bernardo Medeiros, global vice president, Lubrizol Life Science, and vice president, Latin America, Lubrizol, said women's health and beauty priorities are changing as consumers increasingly move from reactive healthcare towards proactive wellbeing. According to the report, women are seeking products that support confidence, vitality and quality of life throughout different stages of life.

Key Highlights:

• Chinese women are seeking more life-stage-specific supplement solutions
• Interest in preventive wellness supplements increases with age among Chinese women
• Lubrizol will showcase Lipofer, Curcushine and Magshape at SupplySide Global

The white paper identifies four key life stages and highlights different priorities for each group. Women aged 20 to 39 in the active life and career stage are primarily focused on energy, recovery and appearance. The group also shows a strong interest in preventive health and tends to favor brands they already trust.

Safety, gentleness and transparency are more important for women in the family planning and motherhood stage. The report revealed that 93% of Chinese respondents felt there was a need for iron and nutrition solutions that cater to the needs of a pregnant woman. The midlife transition stage (ages 40-55) is focused on sleeping, daily energy, hormonal balance, skin resilience and more and more evidence is now influencing their buying decisions.

For women older than 55, however, independence and physical ability are more important. This group had the most favorable response to premium pricing. The study revealed that pregnant mothers were prepared to pay up to 50% premium for products that decrease the uncertainty. For women in the active life and career segment, the same premium needed a clear value proposition and results that were visible.

The proactive wellness index was highest in China (34.3%) compared to South Korea (30.8%) and Indonesia (32.6%). Beauty was also identified as a prominent concern by Chinese consumers, the second largest daily worry after “health”. The top eight daily concerns were identified as follows: health, beauty, women’s health, skin care, cosmetics, diet, family welfare, and skin tanning.

There was a positive trend in long-term prevention supplement interest with age along with Chinese women. Interest increased from 33% to 52% among women aged 20 - 39 and 55+, respectively, in the active life and healthy longevity segments of the report.

The report suggests that there is a disconnect between what consumers want supplements to contain and what they actually have. In Asia-Pacific, 40%-50% of consumers reported that their current products do not function or function only partially. In China, 87% of the respondents chose to buy products based on their life stage.

62% of consumers said they noticed benefits as a top consideration to try and continue a product. The other two barriers were concerns about side effects and long-term safety, both of which garnered 62% of the Chinese respondents. The white paper suggests that manufacturers can focus on the major benefits that are valued at each life stage to design a product, link topical and ingestible products together with a consistent product story, and build routines that consumers can follow for the long haul.

Lubrizol will showcase new ideas for nutraceuticals at SupplySide Global in Las Vegas October 28-30 in booth #4319. The company will have to display its Persona, Science and Sensory Zones, among which concepts involving Lipofer microcapsules, Curcushine microcapsules and Magshape microcapsules.

After a successful launch of Lipofer, which is geared toward iron support products for adolescents and pregnant women, Lipofer is set to expand its reach to products targeting beauty-from-within, such as plant-based gummies and beauty drinks, with the launch of Curcushine. Magshape, a micro encapsulated ingredient composed of magnesium oxide is well placed for fatigue, stress and sleep support and is recommended for a variety of formats including stick packs.