Marketing sports nutrition products for menopausal women

This content item was originally published on, a William Reed online publication.

By Danielle Masterson

- Last updated on GMT

Related tags Sports nutrition Women Joint health

A variety of products are geared toward youth and seniors, but where do women in their 50s fit?

SupplySide East recently just wrapped up, with the show reflecting the surge in demand for more products targeted for women.

Ingredient innovator and supplier Stratum Nutrition exhibited at SupplySide East this week. The company said it offers a portfolio of research-supported ingredients and technology that stand out in their respective health categories as being progressive, safe and effective.

Alexis Collins, director of product and brand strategy, Stratum, said one ingredient stands out to her most: NEM, the company’s flagship, branded eggshell membrane.

“Our ingredient is natural eggshell membrane also known as NEM and NEM is a joint health ingredient that has been specifically clinically researched in postmenopausal women to show fast exercise recovery,” said Collins.

While the science is there, Collins is struggling to find the right positioning for the ingredient.

“There are some great women-centric brands, but in general, when you have an ingredient like this that helps support an active lifestyle for women that are just approaching menopause or just after, are they looking backwards toward a more youth-centered sports nutrition line or are they looking forward to the senior living, older age line?”

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