Razorfish Study “MenoMiss” Unlocks a $231 Billion Opportunity for Brands

October 24, 2024 — Marketing transformation agency Razorfish published a new study revealing the untapped potential of engaging women through perimenopause and menopause. With 42 million women in the U.S. currently in this life stage according to the U.S. Census Bureau, this study values the segment at $231 billion across five key categories demonstrating a significant opportunity for brands to meet these consumers’ needs and transform their bottom line.

Razorfish’s research, conducted in partnership with GWI, draws on insights from a nationally representative sample of 1,000 women aged 40-55, including qualitative interviews. These conversations explore the emotional and physical impact of symptoms, the cultural stigma and perceptions of menopause, media portrayals and unmet needs, and brand opportunities for growth across beauty, fashion, wellness, and travel.

“This research isn’t just about filling a gap in the market—it’s about validating the experiences of millions of women who’ve been overlooked for far too long. Brands that recognize the complexity of the menopause journey have a unique opportunity to not only grow but also create meaningful connections that foster trust and loyalty,” said Malavika Rao, Group Vice President, Strategy, Brand & Experience, Razorfish.

The Economic Power of Menopause
Women in perimenopause and menopause account for nearly 30% of U.S. consumer spending, controlling approximately $15 trillion in purchasing power, according to Forbes. Razorfish’s study estimates that failing to engage this audience leaves approximately $230+ billion on the table across five categories, including skincare, haircare, fashion, diet and exercise, and travel.

Women Are Ready to Talk—Brands Must Be Ready to Listen
The study uncovered that despite the marketing stigma, 95% of women are willing to discuss their menopause journey, with 69% preferring to call it “menopause” rather than a euphemism. Yet, outdated media portrayals persist. Razorfish found that brands continue to overlook this group, with only 11% of women feeling represented by the media and in targeted advertising, and just 12% believe the women they see are empowered and managing their symptoms confidently.

Brands Can Outpace Healthcare and Build Loyalty
With healthcare systems falling short, personal care and lifestyle brands have an opportunity to fill the gap with resources, expert access, and inclusive products. Both Black and Hispanic women express a desire for solutions tailored to their experiences—creating a space for innovative products and services. For example, Razorfish found that 32% of women of color are more likely to spend at least 50% or more on skincare and are 39% more likely to spend 50-75% more on haircare per quarter.

Marketing That Matters: The Power of Authenticity and Empowerment
Razorfish found that to resonate with women going through the menopausal journey, which can last anywhere from 10-12 years, brands must move beyond opportunism and adopt authentic messaging that can fill real need gaps. Women want brands that validate their experiences, use correct terminology, and offer meaningful solutions—whether through products, community forums, or educational content.

“Menopause is one of the last frontiers where stigma still limits meaningful engagement. This research underscores the need for brands to meet women where they are, on any part of their journey—by offering authentic solutions and conversations that resonate. The impact goes beyond product sales; it’s about driving inclusion, empowering women, and reshaping narratives in ways that truly matter,” said Aliya Ghows, Group Vice President of Strategy, Brand & Experience at Razorfish.

To learn more or download the study, please visit here

Methodology
Razorfish partnered with research company GWI to create a national survey and conduct qualitative interviews. The sample included 1,000 respondents of women between the ages of 40-55 years across the United States. The research explores women’s views, attitudes and behaviors as they navigate the perimenopause and menopause journey, in an effort to unpack the brand opportunity and value of connecting with them as they navigate this life stage.

Media Contacts
Talia Firenze, Razorfish
862.686.7790
talia.firenze@razorfish.com