What can we learn about Gen Z's self-care from femtech trends?

Femtech, which uses technology to address women's health, is gaining increasing attention not only in Europe and America but also in Japan and Asia.

As a driver for SDG 5: "Gender Equality and Empowerment of Women," technologies are emerging to solve women's physical and mental health issues—from supporting the balance of career and childcare to mental health, hormonal balance, and sexual health. This shift extends beyond digital services like app management, transforming product development itself.

Furthermore, lifestyle changes brought about by the COVID-19 pandemic have also served as a catalyst for expanding the femtech market. This time, we'll explore femtech trends from the perspective of Generation Z, who will drive future consumption.

<Table of Contents>
▼What is Femtech?
▼Gen Z and Femtech: 3 Areas of High Interest
　① Menstruation ~ Pregnancy & Postpartum Care
　② Sexual Wellness
　③ Mental Health
▼Toward a More Open Society: Gen Z Values and Needs

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What is Femtech?

Femtech, short for Female Technology and also known as Women's Health Tech, is a broad term for technology addressing women's physical and mental health needs. Services or products that aren't digital devices are sometimes called "Femcare."

The number of femtech-related companies began increasing in 2012. While there were around 50 companies in 2017, this number surged to 484 by 2020. The market size is projected to reach $50 billion by 2025 (※1). For example, Apple gained attention by adding a menstrual cycle tracking feature to the Apple Watch.

※1
Source: Frost Sullivan Femtech—Time for a Digital Revolution in the Women’s Health Market

Women's health issues cover a wide range,

• PERIOD HEALTH / Menstruation
• WELLNESS / General Healthcare
• SEXUAL WELLNESS
• FERTILITY SOLUTIONS / Fertility & Infertility
• PREGNANCY &amp; MOTHER CARE / Pregnancy & Postpartum Care
• MENOPAUSE
• MENTAL HEALTH

and more.

In 2014, two companies dominating the IT industry, Facebook and Apple, announced they would cover the costs of egg freezing for employees as part of their employee benefits. In the U.S., it is said that 43% of mothers working in the STEM field, which has a high proportion of highly educated individuals, drop out of their careers, making the balance between work and child-rearing a major social issue (※2). Providing an environment where women can maintain their economic status and choose to balance careers with childbirth becomes a key selling point for companies. This is attracting attention, particularly among younger generations, and significantly impacting employment.

※2
Source: The changing career trajectories of new parents in STEM, New York University

To increase the number of women actively participating in the workforce going forward, there is a growing recognition that mechanisms are needed to support women's health issues—previously viewed as personal problems—within their communities and society.

It is now expected that not only managers and executives, but also partners, friends, family, and colleagues—regardless of gender—understand and support the unique conditions and needs specific to women.

Gen Z and Femtech: Three Areas of High Interest

Generation Z refers to those born around 1995 or later, raised in the unstable society following the Lehman Shock. They are said to be highly skilled at using social media to avoid failure while also showing strong interest in self-improvement for the future.

As Generation Z is still developing physically and mentally, they tend to seek advice and alleviate anxiety online, such as through social media. The arrival of the COVID-19 pandemic amplified this trend, with more people turning to online communities and posts for guidance on health and sexual concerns.

Here, we introduce three areas of femtech that are particularly of high interest to Generation Z.

① Menstruation ~ Pregnancy & Postpartum Care

When discussing femtech, products and services addressing issues related to menstruation, pregnancy, and childbirth are often the first to come to mind. In Japan, the fashion brand " GU " recently launched absorbent underwear.

The American menstrual pad subscription service " Cora " operates on a model where purchases lead to donations of sanitary products to girls in countries like India. This supports girls who cannot afford menstrual products and are forced to take time off school or drop out. The brand concept—that purchasing menstrual products can support the independence of girls in impoverished areas—strongly resonates with Generation Z, who find meaning in social contribution.

Other products gaining traction in the US include Bluetooth tampons that track menstrual flow, vaginal thermometers for more accurate basal body temperature measurement, subscription services for snacks that reduce menstrual cramps and PMS (premenstrual syndrome), CBD-infused products, and pregnancy test kits—the latter seeing increased demand as lockdowns made visiting OB/GYN clinics difficult.

※3＝CBD
Cannabidiol, a compound derived from hemp or marijuana. It is believed to help regulate the autonomic nervous system and female hormones, offering effects that ease menstrual cramps and PMS (premenstrual syndrome).

Additionally, personalized services like Lactation Lab and My Milk Labs ( ) have emerged. These services allow postpartum women to send breast milk to nutritionists for analysis, receiving dietary advice tailored to their specific nutritional needs.

②Sexual Wellness

"ME TIME!", "Self Pleasure", and "Sexual Communication" refer to ways of spending time valuing oneself and communicating with partners, including consent in sexual activity. Topics about women's sex lives, often difficult to discuss openly in Japan, are also gaining attention as part of sexual wellness.

In 2020, sex toy sales surged in Italy and Spain. In New Zealand, sales of products like those usable by long-distance couples and female massage devices nearly tripled after lockdown (※4). The sexual wellness market is projected to grow to a $40 billion scale by 2025 (※5). Information like the following is also widely shared as essential knowledge through influencer posts on social media:

※4
Source: The Guardian, Sex toy sales triple during New Zealand's coronavirus lockdown, 9Apr2020
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※5
Source: ResearchandMarkets, Sexual Wellness Market - Global Outlook and Forecast 2020-2025, Jul 2020

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• How to communicate with your partner (dating and sex life during lockdown)
• Providing guidance on self-pleasure and accurate knowledge

Areas where people "were interested but struggled to find someone to talk to" have shifted to communication via SNS as face-to-face interactions decreased. Coupled with the popularity of communities like Clubhouse, online spaces where you can discuss anything are increasing.

OMGYes, which introduces techniques to guide women to pleasure, delivers videos teaching accurate knowledge about sex based on large-scale research conducted by experts involving 2,000 women. Emma Watson, a global actress and champion for women's empowerment, also advocates for the need for spaces to learn about the realities of sex that aren't taught in schools.

③ Mental Health

Mental health issues, affecting approximately one billion people worldwide, are said to often begin in adolescence. The World Economic Forum's Global Risks Report also highlighted "youth disengagement" as a global economic risk. Beyond the economic losses from a shrinking workforce, it suggests mental health could impact economic systems, policies, and operations.

Generation Z's FOMO (Fear of Missing Out) (※6), already a concern before the pandemic, has intensified with the increase in online communication.

※6=FOMO
Abbreviation for Fear Of Missing Out. Refers to the anxiety that others might be having valuable experiences while you are absent.

Concerns also surround the "digital echo chamber," where users follow others with similar interests and beliefs, leading them to believe specific opinions are correct, and the "filter bubble," where information tailored to a user's preferences based on their online activity history is prioritized, resulting in a limited view of biased information.

Last year, LUSH, a body soap retailer, launched the mental health campaign DDD ( Digital Detox Day ), primarily targeting YouTubers and influencers. By designating a day to turn off all digital devices and focus on health, the campaign reached 6 billion people across more than 50 countries.

The UK takes mental health issues seriously, noting that "loneliness is as harmful to health as smoking 15 cigarettes a day" and even establishing a dedicated "Minister for Loneliness." Rather than hiding visits to psychiatrists, the government advocates for open discussion and emotional sharing. It is implementing measures for young people isolated by contact restrictions and economic downturn.

In femtech solutions for mental health, there's VR therapy to ease labor pains and the app "Moment Health," which focuses on early detection of prenatal and postpartum depression, including for male partners. Also emerging are wearable products like " iBreve," which manages stress by regulating breathing to influence the autonomic nervous system, and " Clementine," a mental care app based on hypnotherapy.

Toward a More Open Society: Gen Z's Values and Needs

Amidst an information overload, Generation Z constantly reflects on their relationship with society and holds diverse values and perspectives on health and sexuality. The proliferation of methods for improving menstrual pain and PMS or discussing self-pleasure on social media likely reflects Generation Z's values and needs for greater openness.

The importance of using technology to solve health and sexual issues unique to women—topics often difficult to discuss face-to-face—is growing. The problems femtech addresses are societal issues. Considering the potential for these problems to worsen during prolonged home life can also support Generation Z, who will lead the next generation. Evolving femtech products and services transcend gender, connecting to the understanding and workstyles of diverse people, and even to the cycle of human life itself.

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At Dentsu Inc., through the "Femtech and Beyond" project at our business co-creation hub engawa KYOTO, our creative and business development teams collaborate to raise awareness of the femtech market itself. This includes organizing events and developing new businesses, products, and services. For project inquiries, contact info@femtechandbeyond.comまで.