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New data reveals surge in hormone testing among consumersNew data reveals surge in hormone testing among consumers

Hormone testing is on the rise among both men and women as consumers increasingly realize that hormonal health affects both sexual health and vitality. See the demographics of this audience.

Robyn Lawrence, Senior Editor, Nutrition Business Journal

February 5, 2025

1 Min Read
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As consumers increasingly test their hormones, an opportunity for dietary supplement brands and retailers expands.

At a Glance

  • Gen X and millennial women are driving a new wave of testing as they navigate menopause and perimenopause,
  • An unprecedented interest in progesterone testing among Gen Z women shows growing awareness of PCOS and endometriosis.

Hormonal health is emerging as a key factor in sexual and reproductive health, and consumers are remarkably sophisticated in their understanding of how the complex interplay of hormones influences sexual health and vitality, according to Nutrition Business Journal's newly released Sexual and Reproductive Health Report.

Over half of women and nearly half of men had their hormone levels tested in the past year, NBJ found, and they’re going far beyond basic hormone panels. A stunning 43% of men are testing their cortisol levels—twice the number testing testosterone. Gen X and millennial women are driving a new wave of comprehensive hormone testing as they navigate menopause and perimenopause, and their focus on estrogen, cortisol and testosterone indicates they’re increasingly aware of how hormone balancing can reduce mood swings and stress caused by menstruation and menopause. Gen Z women are also reshaping the market, showing unprecedented interest in progesterone testing—signaling growing awareness of conditions like PCOS and endometriosis.

People aren’t just curious about hormones anymore—they’re actively tracking them. Consumers are taking surprisingly deep dives into their endocrine systems, reflecting a fundamental change in how they view sexual wellness—and it’s creating immediate opportunities for supplement brands. NBJ’s Sexual and Reproductive Health Report reveals:

Related:AI redefines supplement marketing: Credibility beats clever advertising

  • Which hormones consumers are tracking right now.

  • Which ingredients are gaining traction in the market.

  • Where consumers are spending supplement dollars.

  • Strategic insights for reaching sexually savvy buyers.

  • Revenue projections and growth trends.

For more insights on sexual and reproductive health supplements, purchase the Sexual and Reproductive Health Report.

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About the Author

Robyn Lawrence

Senior Editor, Nutrition Business Journal

The author of four books, Robyn Lawrence has written in the natural lifestyle, food and wellness space since she helped launch Natural Home magazine in 1999. She was Natural Home’s editor-in-chief for 11 years and has been an editor for several national magazines, including Mother Earth News and Herb Companion. As senior editor for NBJ, she writes articles and contributes to report content.  

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