In August, US start-up Levelle Nutrition sparked intrigue as it unveiled the first-ever protein powder tailored to women’s menstrual cycles.
The Cycle Syncing Protein powder duo is formulated to support women during two distinct phases of their cycle. The first, which contains 15g of pea and pumpkin seed protein, 25g of complex carbs and plant-based creatine monohydrate, has been designed to support recovery and ovulation during the follicular phase (typically the first half of the cycle). The second, provides 22g of protein, 18g of carbs, and calcium, phosphorus, potassium, and zinc for energy, muscle tone, and inflammation during the luteal phase (or second half of a cycle)
Speaking to FoodNavigator, co-founder and CEO Linda Alvarez said the launch “establishes a new category in sports and functional nutrition – one that recognises that female physiology is not just a scaled-down version of male physiology". The hope is that the brand can “create space for an ongoing conversation about cycle syncing”.
Though the cycle syncing protein is not the first manufacturer to formulate performance nutrition products that align with menstrual cycles.
In March last year, Benefit Juice unveiled a three-strong functional juice range, tailored to nutrient needs during menstruation, pregnancy and menopause. In November, The Cycle launched its two RTD ‘superfruit teas’ – Period Relief and PMS Relief. And in December, UK start-up Evelyn introduced The PMS Bar, a functional snack bar designed to alleviate common premenstrual symptoms, such as mood changes, cravings and fatigue.
So, how sizeable is the opportunity for this cycle syncing innovation?
High-growth sector
Growing interest in cycle syncing – or products aligned with the different phases of the menstrual cycle – forms part of a wider uptick in women’s health innovation, believes Georgia Cavill Grant, head of product at Cambridge Nutritional Foods.
“Women’s health is certainly a high-growth sector, driven by consumers seeking evidence-based, personalised support throughout every life stage,” she says. The British Medical Journal (BMJ) has even predicted that closing the ‘gender health gap’ by 2040 could bring a £39bn (€44.9bn) boost to the economy. This “shows the breadth and scope of the wider issue of women’s health,” adds Cavill Grant.
As part of that, “people are searching for tailored solutions that suit their individual needs, and ‘cycle syncing’ aligns with this broader shift, so it’s an area that relevant food manufacturers should be embracing.”
“Cycle syncing may feel like a new trend, but it is really a reawakening of something women have intuitively known for generations, that our needs change throughout the menstrual cycle,” says Bonnie Hatcher, co-founder of Evelyn. “What is new is the scientific validation and digital visibility this knowledge now has. From TikTok hacks to hormone-aware wearables, cycle awareness is shifting from niche to mainstream.”
She believes that wearable tech to monitor sleep, stress and other health metrics is also helping women better connect the dots between their cycle and how they feel.
Evidence-backed claims
Despite this, as Levelle Nutrition’s Alvarez has conceded, research on the efficacy of cycle syncing products is limited. Existing studies have lacked standardisation in how they define different cycle phases, for example, making it challenging to draw concrete conclusions.
“While the evidence is still emerging, many studies lack diversity in their cohorts or standardisation in hormone tracking,” says Hatcher. “That said, the trajectory is clear. Women’s health is finally being studied in context, and that context is the menstrual cycle [and] there is growing scientific consensus that the menstrual cycle does not just affect mood. It influences metabolism, energy levels, sleep, cognition and even injury risk.”
To navigate this, current products on the market typically focus on alleviating general symptoms common to the different phases of the menstrual cycle. For example, Benefit Juice says its Wellness juice, delivers “broad nutritional support” with B vitamins and iron to help reduce tiredness and maintain normal hormone levels.
Evelyn’s PMS Bar meanwhile includes ingredients used in the formula of its premenstrual supplement Revive, such as tryptophan, magnesium, calcium, vitamin B6 and slow-release carbohydrates, nutrients which it says have been shown to support mood, ease physical discomfort and stabilise energy during the luteal phase.
“It is designed to satisfy the desire for something sweet while delivering key nutrients to support serotonin production, blood sugar balance and PMS symptom relief,” says Hatcher. “There are no artificial sweeteners, no guilt and no gimmicks. It is simply a bar that is designed to help.”
At UK D2C Adaptogenic Apothecary too, which has developed what it says is the world’s first four-phase powdered supplement system designed to align with the menstrual cycle, each powder combines adaptogenic herbs, medicinal mushrooms and clinically studied ingredients to target symptoms like low mood, sleep disruption, PMS, joint pain, bloating and perimenopausal changes, says co-founder Jodie Welton. Its Menstrual Blend, for example, contains ginger, which Welton says has strong clinical evidence for reducing period pain and cramps cacao, “which helps to ease discomfort thanks to its magnesium and anti-inflammatory polyphenols.”
The Harmony system is sold in dosed daily sachets, she explains, meaning women simply track their cycle and follow the calendar of sachets across their cycle.
Opportunity
For Welton, “women’s health has been historically under-served, so there is pent-up demand and a fast-growing global PMS and menstrual health supplements market – valued in the tens of billions and growing as women look for non-pharmaceutical, plant-based solutions".
“The opportunity is enormous,” says Hatcher. “The menstrual cycle affects around half the population for roughly half of their lives, yet it has been largely overlooked by the food and nutrition industries.”
She sees opportunities for luteal-phase-specific snacks, drinks and supplements going forward, that support mood, digestion, cravings and cognition. “However, success depends on scientific credibility and thoughtful positioning,” she cautions. “This customer is informed, sceptical and tired of superficial wellness claims.”
“Our advice to manufacturers is simple. Do not just label a product ‘for your cycle’ and call it innovation. Invest in formulation, partner with experts and take the time to understand the emotional and physiological nuance of this market. When done well, cycle-matched products can deliver meaningful impact and build genuine brand loyalty.”
