What do women want? It’s an age-old question that has even been the subject of a 2000 movie. During IDFA Dairy Forum, Dairy Management Inc. (DMI) attempted to solve this riddle in a dairy-related tone of course. 

The education session, which took place during the Palm Desert, Calif., trade show, offered speakers Eve Pollet, senior vice president of strategic intelligence for DMI, as well as Paul Ziemnisky, DMI’s executive vice president, who cited health and wellness as more than a $200 billion opportunity. Pollet stressed that few talked about women’s needs in the past, despite the fact that women control 75% of discretionary spending. 

So, what do women want? Better sleep, weight management, muscle development, bone health and skin health, according to Pollet. Kicking it off with sleep, she reveals that women are more likely to suffer insomnia from men. Cortisol control is crucial for sleep, with magnesium, ashwagandha, functional mushrooms and L-theanine, Pollet says, adding that kefir and yogurt can be particularly helpful with sleep. 

Adds Ziemnisky, “Dairy also contains tryptophan in milk.”

Regarding weight management, protein is a key focus. “Dairy has been positioned incredibly well,” Pollet states. “Dairy provides high-quality protein that can help curb hunger, support heart health and support stable blood sugar levels.”

The senior vice president continues that whey protein powder and collagen continue to grow as weight management sources, and barberries could be excellent as well.

According to Pollet, women ages 19 to 50 are three times more likely than men to miss daily protein requirements, an obstacle standing in the way of proper muscle development. Creatine and collagen have joined protein as huge potential solutions in this space. She cited Lifeway Foods’ Muscle Mates, a recently launched ready-to-drink functional beverage that pairs 20 grams of protein with 5 grams of creatine and Lifeway’s 12 live and active probiotic cultures as one possible game changer in this space. 

When it comes to bone health, 46% of women are currently seeking benefits, relays Pollet. One great source for bone health is milk, which is rich in calcium. Beyond milk, Pollet points to whole milk kefir as a solution, as well as phosphorus and high-quality protein. “Gut health is also something that is now being paired with bone health,” she notes.

Talk about skin health has exploded among the younger demographic. In fact, those in the Gen Alpha demographic (born between 2011-2024) are five times more likely than other generations to discuss skin health, with Tik Tok a popular place to discuss these trends, Pollet says, adding pre- and postbiotics are often talked about as potential solutions. Again, yogurt and kefir can be particularly helpful for skin health and collagen “has just exploded.” 

Pollet cited Lifeway’s Probiotic Smoothie + Collagen, released in late 2024 and made with kefir cultures, as one such dairy-related product to help meet consumers’ skin health needs.