The Next Frontier in Women’s Health: Investing in Menopause & Healthy Aging

At Rodeo GP, we spend a lot of time thinking about under-served markets and the next wave of consumer needs. Few spaces are bigger or more overdue for innovation as women’s health during menopause and perimenopause.

Menopause affects half the population (that’s 1B+ women worldwide), yet solutions for its symptoms have historically been underfunded, under-researched, and under-discussed. The global menopause market is projected to hit $24B+ by 2030, with women increasingly seeking better solutions and willing to spend for them. Today, we’re finally seeing the stigma lift and a wave of founders building science-backed products and services for this stage of life. We think this is just the beginning.

Here are a few areas we’re especially excited about:

Hair Health During Hormonal Transition
Over 50% of women experience hair thinning during menopause, but most products are built for postpartum or male-pattern hair loss. We see opportunity for brands that treat hair health holistically, targeting hormonal changes, stress, and nutrient gaps — rather than just camouflaging the problem.

Comprehensive Menopause Support
Hot flashes affect up to 80% of women and can last an average of 7 years. Sleep disruption is reported by 60%+. These symptoms impact productivity, career progression, and mental health. Solutions that combine clinically validated supplements, telehealth, and personalized tracking can finally give women agency over this transition.

Bone Health & Nutritional Innovation
Women lose up to 20% of their bone density in the first 5–7 years after menopause, but prevention is rarely top of mind until there’s a problem. New research into creatine and other functional ingredients that support bone health, muscle maintenance, and metabolic resilience is opening the door for daily, consumer-friendly solutions.

Lifestyle & Community Platforms
More than 70% of women say they feel unprepared for menopause, and 1 in 2 feel it negatively impacts their career. Education, community, and content are as critical as products. Brands that help women feel seen, supported, and celebrated, rather than pathologized, will win trust and loyalty.

This isn’t a niche. It’s a massive, global market that’s been underserved for decades. We believe the next decade will bring category-defining brands that reshape how society talks about menopause, just as we’ve seen with fertility, sexual wellness, and maternal health.

If you’re building in the space, we’d love to connect with you.