i-Health’s Estroven targets peri/menopausal women

i-Health has been carving out new niches with its feminine pain reliever brand Estroven, which as a brand family generated more than $37.2 million in sales across total U.S. multi-outlets for the 52 weeks ended Dec. 29, 2013, according to IRI. And more than one SKU tracked at triple-digit growth.

“We are continuously looking for ways to support peri/menopausal women during this crucial stage of life, and to help them feel like themselves again,” April Mills, marketing director menopause brands at i-Health, told DSN. For example, i-Health last year launched Estroven Weight Management for those peri/menopausal women who also are looking to shed a few pounds. “One of our greatest success stories is the recent launch of Estroven Weight Management,” she said. “The success of our newest addition to Estroven’s lineup is undoubtedly due to the fact that weight management issues rank in the top five most prevalent and bothersome symptoms of peri/menopausal women, and is cited as the No. 1 health concern of all women regardless of age.”

As women enter menopause, estrogen levels in their body decrease. Estrogen influences energy expenditure, as well as food intake, and as levels of this hormone decline, processes in the body that regulate weight also change.

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