Digital Shelf Insights: Women’s Health Category at Walmart

The global women’s health market is expected to grow at a CAGR of over 4.5%, surpassing $47 billion by 2026.

The growing prevalence of diseases such as anemia, endometriosis, osteoporosis, and breast cancer, advancements in genomics and tissue engineering, and favorable government initiatives have driven the growth of the women’s health sector.

This has led to a new wave of women’s health products ranging from multivitamins and probiotics to anti-aging supplements and menopause formulas.

About the Report

MetricsCart’s Digital Shelf Insights is a monthly report in which our experts analyze various brands and categories.

This report covers various brands and products within the women’s health category. These healthcare products include probiotic supplements, prenatal vitamins, multivitamins, hair growth supplements, etc.

Let’s explore the bestselling products and brands in Walmart’s women’s health category.

Methodology

In this latest edition of MetricsCart reports, we analyzed 142 women’s health products on Walmart’s digital shelf in May 2024. Based on these findings, we will look into various subcategories of women’s health, including weight management, nutrition, health, and skincare.

Key Findings

• Higher demand for healthy aging products is leading to an increased consumption of multivitamins and other health supplements.
• GNC and One A Day offer the most women’s health products at Walmart.
• Garden of Life Vitamin Code 50 & Wiser Women is the most expensive Walmart Women’s Health product.
• The majority of Walmart women’s health brands have a 4-star rating.
• Love Wellness Vaginal Probiotics for Women is the most reviewed product.

An Overview of Women’s Health in the US

National Health Interview Survey reveals that 15.2% of women aged 18 and older are in poor health. Some of the primary causes for poor women’s health are varied diseases and chronic conditions like heart disease, lung cancer, breast cancer, diabetes, hypertension, etc.

Thus, numerous women take multivitamins and minerals to improve their nutrient intake, enhance bone health, and reduce blood pressure to prevent these conditions.

Additionally, McKinsey’s Future of Wellness survey showcases some interesting trends in US women’s health and wellness. The majority of the respondents said they spend the most on menopause and pregnancy-related products.

This includes menopause formulas that can alleviate perimenopausal symptoms like period irregularity, fatigue, irritability, sleeplessness, hot flashes, night sweats, muscle & joint aches, etc.

Moreover, there is a greater focus on healthy aging among younger and older generations. More than 60% of consumers surveyed considered it “very” or “extremely” important to purchase products that help with healthy aging and longevity.

As a result, more customers purchase anti-aging supplements that improve muscle strength, skin, veins, etc., and probiotics to enhance gut health.

According to the Centers for Disease Control and Prevention(CDC), obesity affects four out of 10 Americans. Thus, weight management is a top priority for US consumers.

Personal fitness is becoming increasingly important, and more people are active gym participants. They also prefer dietary supplements and prescription medication to reduce weight.

In this digital age, where more and more products are available on e-commerce platforms, women’s health products, particularly supplements and vitamins, are sold through major sites like Walmart.

Let us look at some of Walmart’s top women’s health brands and products.

Top Women’s Health Brand on Walmart

Studies show that nearly two-thirds of US women (63.8%) take supplements for bone health improvement, weight loss, menopause health, etc.

GNC and One a Day appear at the top of the list with the most women’s health products at Walmart. They sell 11 products each. GNC is a retail brand that sells protein powders, multivitamins, supplements, etc.

Their women’s health category includes multivitamins like full-body supplement support, metabolism improvement, vitamins and minerals, bone health, etc.

This is followed by Nature’s Way and Garden of Life, which sell 9 and 8 products, respectively. These brands are dietary supplement companies that primarily sell probiotics, vitamins, minerals, etc.

Price Breakdown of Women’s Health Category on Walmart

Expensive Products Under Walmart Women’s Health Category

According to Statista, revenue generated in the Vitamins & Minerals market in 2024 is around $31.93 billion. At Walmart.com, women’s health products range from approximately $100 to $4.

With a 4.9 rating, Garden of Life Vitamin Code 50 & Wiser Women’s Multivitamin is Walmart’s most expensive women’s health product. It costs $103.

This is followed by Serovital Advanced for Women – Anti-Aging Supplement for Women, which is $95. It stimulates collagen production, rejuvenates skin, facilitates better sleep, and improves energy.

Fairhaven Health FH PRO for Women is Walmart’s third most expensive women’s health item, at $83. It is a prenatal and female fertility supplement that supports egg quality and regular menstrual cycles to enhance overall fertility in trying-to-conceive women.

Most Affordable Products in the Women’s Health Category

Walmart not only offers expensive women’s health products, but it also has numerous affordable options that are below $10.

• Spring Valley Probiotic Acidophilus Dietary Supplement is the least expensive product at $4.48.
• Other affordable products include Equate One Daily Women’s Tablets and Centrum Silver Women’s 50 Plus Vitamins, which cost $4.98 and $7.72, respectively.

Ratings and Review Analysis on Walmart Women’s Health Category

Product ratings and reviews are vital for eCommerce success and in-store purchases. Nearly a quarter of US adults research a product online before purchasing, increasing online and in-store conversion.

Studies reveal that Walmart products with ratings between 4.75 and 4.99 stars have the highest conversion lift. At the same time, a product with more than 4.25 stars also results in healthy sales.

With an average 4.8 star rating and 12206 reviews, Love Wellness Vaginal Probiotics for Women is the most reviewed Walmart women’s health product in May 2024. The same brand’s Boric Acid Suppositories is the second most reviewed women’s health with 8.4k reviews.

Emerald Labs is the Top Rated Women’s Health Brand on Walmart

Among the numerous brands in Walmart’s women’s health category, Emerald Labs is the top-rated brand, with an average rating of 4.9 stars. Based on the analysis conducted by our experts, 89% are 5-star ratings, and 11% are 4-star ratings.

This is followed by Best Nest Wellness, with an average 4.8 rating. They have an 88.3% 5-star rating and a 9.7% 4-star rating.

Walmart’s lowest-rated women’s health brand is Winged Wellness, with a 4.1 rating. Their average rating breakdown is as follows:

• 5-star- 53.3%
• 4-star- 20.7%
• 3-star- 12.0%
• 2 star- 7.3%
• 1-star- 6.7%

READ MORE | Want to Gain Insights Into Health and Household Products in Other E-commerce Platforms? Check out Digital Shelf Insights: Amazon Bestsellers in the Health and Household Category

Comparison of Most Popular Walmart Women’s Health Brands

Walmart offers numerous brands and products under its women’s health category. The top five popular Walmart women’s health brands are given below:

• One A Day has an average rating of 4.55 stars and more than 18K reviews, making it the most-reviewed brand. Its products also have the lowest average price of $13.27.
• Garden of Life offers the most expensive products, with an average price of $42.79. It is also the highest-rated popular brand at 4.76 stars and more than 2K reviews.
• Centrum and Nature’s Way have more than 8K reviews, with an average rating of 4.54 and 4.66, respectively. However, Centrum is slightly more expensive, at almost $19, compared to Nature’s Way, which has an average price of $13.92.
• GNC also offers affordable prices at $29.14 with an average rating of 4.45 stars and 2167 reviews.

READ MORE | Want to Know About Other Popular Categories on Walmart? Check our Digital Shelf Insights: Walmart Snack Category Analysis

Gains Insights into Product Categories and Brands with MetricsCart

Our monthly Digital Shelf Insights report will help you gain up-to-date information about various brand and product performance on various e-commerce platforms.

For instance, if you are a women’s health product owner or brand manager, this report will help you determine your major competitors, their prices, ratings and reviews, etc., on Walmart. Accordingly, you can make well-informed decisions on positioning your product on such e-commerce sites.

Contact us now to learn how we can assist you with product analysis on the digital shelf and category insights in the e-commerce landscape.

Disclaimer: MetricsCart is the exclusive owner of data used in the DSI reports. Any kind of third-party usage entails due credit to the source material.