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Millennial Indian Women Are Relying On Digital Channels For Their Healthcare Needs: Report

The consumer report analysed responses shared by 350 millennial women across leading cities and towns, the majority of whom are working professionals (73 per cent) followed by students (17 per cent) and homemakers (5 per cent) amongst others. While 58 per cent of the respondents fell in the 25-30 years age group, 23 per cent were between 15-25 years of age

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India’s millennial women, especially working professionals between the age group of 23-38 years have increasingly come to rely on digital channels for their health and fitness needs and are looking for lasting solutions that work, according to the consumer and market report compiled by savage, a women’s healthtech company. The consumer mapping has revealed some very interesting insights which are intrinsically linked to the rise of India’s Femtech sector. 

The consumer report analysed responses shared by 350 millennial women across leading cities and towns, the majority of whom are working professionals (73 per cent) followed by students (17 per cent) and homemakers (5 per cent) amongst others. While 58 per cent of the respondents fell in the 25-30 years age group, 23 per cent were between 15-25 years of age. 17 per cent of the participants are pregnant or in a related phase while 32 per cent of the interviewed millennial women are experiencing PCOS or PCOD. 

Of all the hormonal changes which millennial women experience, menstruation continues to be their foremost area of concern.  

When women were asked to list down ways in which they track their monthly menstruation cycle, half of them (50 per cent) acknowledged that they do use a menstrual tracking app. Elaborating on the state of their menstrual cycle, every respondent had experienced at least 1-2 periods of hormonal imbalance in her lifetime while 23 per cent of them had experienced irregular and fluctuating menstruations.  

“Femtech as a flourishing industry is expected to reach USD 71,000 million by 2026. We believe that our country’s Femtech sector is redefining this space like never before. The year 2021 saw the highest number of funding deals in the last seven years, 40 in total amounting $98 million. Altogether, the Femtech market is poised to grow at a healthy rate of 17% from 2020 to 2026. We expect innovative technologies to further target menstruation issues, pelvic health, fertility and birth control, sexual wellness, chronic conditions and general healthcare,” stated Akshay Rajwade, Co-founder, Savage. 

Majority of them are aware of the changes which they experience around their menstruation time. 56 per cent claimed that their diet and exercise routine changes around their periods. Mood swings (75 per cent) stood out as the topmost PMS symptom, followed by food cravings (54 per cent) and low energy (48 per cent). 

45 per cent of the women cited having never visited a gynaecologist to seek guidance in matters related to their personal health while a meagre 12 per cent said that they would only do so when something is seriously off.  

An alarming 87 per cent respondents do not take any prescribed medicines to combat their specific menstruation issues while 13 per cent mentioned the intake of period regulating pills and off-the-counter medications. 

Majority of the millennial women (35 per cent) workout 3-4 times a week, 23 per cent workout 5-7 times weekly with 20 per cent rarely doing so. Lack of motivation (34 per cent) and lack of time (30 per cent) are the top two barriers coming in the way of maintaining a healthy and holistic lifestyle. 

54 per cent of them look upon social media for solutions. Interestingly, 52 per cent of them are guided by micro influencers. 

“A large part of the healthcare ecosystem is designed without keeping our unique physiology and biology at its core. The ebb and flow of hormones like Oestrogen, Progesterone, and Testosterone shape women's bodies, metabolism, sleep, energy levels, productivity, moods & so much more. Despite that, only 4 per cent of healthcare R&D funding is targeted towards women's health and factoring their hormone cycles in studies & trials. Amidst this backdrop, we have India’s digital savvy millennial women who are no longer looking for short term gains or hacks to shed weight. Every month, more than 100,000 searches happen just for UTI & PCOS. This user segment like never before is taking ownership of their health and fitness; and is embracing digital channels to evaluate holistic solutions that work,” said Ekta Tibrewal, Co-founder, Savage. 


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FEMTECH Digital Healthcare Indian Women millenials