Menopause

Definition: (Description / Characteristics):

Menopause is the last menstrual period that ends a woman's ability to reproduce. The term “pause” is misleading, since the last menstruation it is not a break, but a conclusion. On average, women in Germany have their menopause at the age of 51. Smoking, diabetes and other chronic illnesses can cause the menopause to occur around 2 years earlier. Also individual symptoms can occur four to ten years before the actual menopause, i.e. in the early to mid-40s, during the so-called perimenopause. Colloquially the transitional phase of hormonal change in the months or years before and after the menopause is called the menopause or climacteric. The hormonal change, which occurs at the same time as other age-related physical changes, can sometimes trigger an emotional/psychological crisis. Especially as life circumstances and the social environment often change during this age phase: Children move out, parents may be dependent on care, deaths in the family and among acquaintances increase. In addition, as a result of the ageing process, more physical complaints occur and the risk of illness increases. This combination makes the menopause a challenging phase of life for many women.

Market potential: (current & growth):

There were 42.8 million women living in Germany as of 31.12.2022. Of these, 20 million were aged 50 and over, i.e. peri- or postmenopausal. (1) A sharp increase in this figure is not expected, as baby boomer women are already included here. However, it is important to note that due to increasing life expectancy, women spend about a third of their lives after the menopause. Many of these women are in employment. However, the menopause is hardly taken into account in the working context. There are no concrete figures for Germany yet, but in the UK around 14 million working hours are lost every year because women suffer from the effects of the menopause (2). Menopausal symptoms in the workplace must therefore no longer be a taboo subject, but must be given greater attention by companies.

Needs: (Entry phase & in the phase):

Financial situation: Menopause in itself rarely leads to a change in the financial situation. According to a study from Great Britain, one in ten women give up their job because of and during the menopause. There are no comparable studies for Germany.

Leisure time, life planning: During the menopause some women suffer from anxiety and emotional fluctuations or depression. Both ageing and menopause are often associated with losses that affect the individual as well as relationships and family life. Depressed mood can have a negative impact on everyday and social life. Listlessness, insomnia, restlessness and irritability take the joy out of leisure time and reduce performance at work.

Partnerschaft: The perimenopause and menopause are phases of upheaval for women. These can have an impact on relationships and partnerships. Some women fear the loss of physical attractiveness. The hormonal changes can also lead to sexual problems and listlessness. In a survey conducted by Stowe Family Law in the UK, 77% of women said that menopausal symptoms affected their mental health and 65% said that the menopause had had a negative impact on their relationship. The survey found that loss of physical intimacy is the area of the relationship most affected by the menopause. And 50% of respondents feared that a lack of sex could lead to the end of their relationship (3).

Scenarios:

The menopause and the associated changes come as a surprise to some women - and much earlier than expected. The suppression of the topic and the social taboo that still exist mean that many women and their environment do not know what to expect from the menopause. As a result, they are inadequately prepared to find ways of coping with possible menopausal symptoms. Women suffering from menopausal symptoms should be aware of the various options for therapeutic help. One of the known measures is hormone treatment, but for various reasons this is not an option for many women or is rejected. Helpful aids with few or no side effects are very popular - e.g. dietary supplements or cooling pyjamas. It is worth thinking further in this direction. The first companies are beginning to develop solutions and technologies that alleviate the symptoms of the menopause. There is still plenty of market potential in this area - and a consistently high demand from potential new customers.