Marketing and its Role in Competitive Menopause Market: A Review

Abstract

Marketing plays a key role in enhancing business performance. Even an unimpeded condition like Menopause has not been able to be free from marketing influence. Menopause is the most striking event occurring during the middle age in women. It can be defined as the time when there has been no menstrual period for 12 consecutive months and no other biological or physiological cause can be identified. It is the end of fertility, the end of childbearing years. Menopause has wider implications than simply loss of fertility. It sets the stage for ageing. Menopause indicates that ovaries are no more functional & hence results in low Estrogen levels in the women’s body. Pharma Companies are, hence, utilising this gap of “low Estrogen levels” to market various Estrogen Brands. The total Estrogen market stands at 38 Cr & there is a growth spurt with introduction of newer brands in the last 2 years. The social shift from viewing Menopause as a natural period to adjustment to one of the deficient conditions can be attributed to Estrogen or Menopause Marketing. The number of menopausal women in India is around 43 million. In 2026 experts have estimated the population in India will be around 1.4 billion, people over 60 years will be 173 million, and the menopausal population will be 103 million. This population estimate indicates that Estrogen Marketing can be the next big thing even in Country like India where Menopause has always been a hidden, un-discussed phase of women’s life.