Food manufacturers should take note of the rising levels of polycystic ovary syndrome (PCOS), an insulin disorder in women, and consider how they can market to consumers eager to reduce their symptoms.
PCOS affects up to 13% of women of reproductive age worldwide, according to the World Health Organization. It also estimates that up to 70% of affected women remain undiagnosed. While symptoms differ for individuals, they may include irregular or absent periods, infertility, acne, excessive face and body hair, weight gain and more. PCOS has been associated with an increased risk of type 2 diabetes, hypertension, high cholesterol, heart disease and endometrial cancer. The WHO states that no cure for PCOS exists.
Consumers are keen – even desperate – to manage PCOS symptoms through diet. A July 2025 Google search for “what should I eat for my PCOS” returned more than 12 million query results. On Reddit, an entire thread on PCOS exists. A late July post expressed disdain for social media influencers who claim they have more authority than doctors. Nonetheless, influencers are popular and consumers listen to them.
“Folks are buying stuff the people they follow recommend,” says Margaret M. Quinlan, director of health and medical humanities at the University of North Carolina, Charlotte. “The best bet for companies trying to make money is to work with doctors or people with 10K plus followers to recommend their products.”
However, she cautions, more studies are needed to support the efficacy of dietary changes.
What’s the opportunity for manufacturers?
Last year, the BBC reported on influencers selling “fake cures” to hopeful consumers with PCOS. In tracking the most-watched “PCOS” hashtagged videos on TikTok and Instagram during September 2024, the BBC World Service alleged that half of them spread false information.
In addition to selling reputable products, influencers have a social responsibility that manufacturers should know: PCOS has a stigma and messaging that can help reduce or eliminate that.
In a 2022 study on PCOS influencers from UK and Indian researchers, the authors recommended that social media must spread not only credible information but “create a positive and caring global community that understands the social aspects of PCOS and does not stigmatize women suffering from the condition.”
Food manufacturers can compete by turning to science and using easy-to-understand language, according to Amy Davis, a nutrition advisor for the supplement company Live Conscious.
“There is a major opportunity in the industry to tailor products to support women throughout these conditions and life changes in the form of fortified snacks, functional beverages, supplements or convenient protein-rich foods,” says Davis. She adds that clear labeling, education from credentialed health professionals, plus product trials are key. She also says that consumers are loyal to brands that understand their needs.
Manufacturers should be aware that a male equivalent of PCOS has been identified in recent years, according to studies out of the University of Catania in Italy. A market opportunity to target them may emerge in time.
As PCOS research continues, the general medical recommendation, from Johns Hopkins to Brown, is to embrace a well-balanced diet low in sugar and processed foods. The PCOS Awareness Association is among many medical and advocacy groups encouraging high fiber and lean protein consumption specifically.
Olivia Dawson, formulations manager at Live Conscious, agrees that higher protein and fiber is the way to go, and that the industry should continue in this direction while embracing flavor.
“I have full faith that we have the capabilities to create healthy and scrumptious food that will heal our bodies and each generation will live healthier and more fulfilling lives,” she says.
