By Fard Johnmar health futurist, strategist, and co-founder of the FemAging Project
Search data can be a great source of insight that can improve our understanding of what’s happening in tech, popular culture, health and more. It can also deliver — sometimes surprising — details about emerging trends.
In recent months, we have been analysing search data to understand the topics and trends that are capturing the attention of women globally.
Our goal is not only to understand popular subjects, but what issues are growing in importance over time.
This information can provide a glimpse into the future of women’s health and wellness, help us anticipate needs, and allocate human and financial resources toward the innovations required to address them.
One search trend we found growing in importance was self-care. Particularly, self-care related to:
- Women’s health in general
- Female entrepreneurs
- Women over 50
Our analysis reveals that global searches for these self-care-related topics increased by 600 per cent between December 2024 and 2025. Why is this?
According to a Bayer survey, 89 per cent of U.S. women “practice at least one self-care approach” and 94 per cent incorporate one healthy habit into their daily routines such as walking, staying hydrated and taking vitamins and supplements.”
While a focus on female self-care is understandable given these statistics, what stands out in the trend data is an increased interest in self-care for female entrepreneurs and women over 50.
According to a Wells Fargo report, “women-owned businesses continue to fuel the economy, representing 39.1 per cent of all businesses – over 14 million – employing 12.2 million workers, and generating $2.7 trillion in revenue.”
The interest in self-care for women over 50 is also not surprising.
As outlined in our 2023 FemAging study, mental health, wellness (and sleep) were top areas of concern for women ages 40-65.
Women over 50 have many perspectives on self-care, which are shared in an October New York Times article featuring select responses from more than 3,100 women.
We’ve continued to examine emerging women’s health trends revealed by online search. Some of this research is featured in our new report: 20 Surging 2024 Women’s Health, Wellness and Beauty Trends.
Here are some of the questions answered in the report:
- What is the rising nutrition strategy women with menopause are using to manage hot flashes, weight gain and hormonal health?
- Why did online searches for this beauty tech skin solution jump by 17,000 per cent in 2024?
- Women are very interested in this common behavioral health condition. What is it?
- Why are women worried about healthy ageing and what solutions are they turning toward to maximize their health?
Learn the answers to these questions by downloading the report free of charge here.
About the Author
Fard Johnmar is a health futurist, strategist, and co-founder of the FemAging Project, a global initiative focused on providing insights, intelligence and connections to help drive women’s health innovation — especially for those aged 40+. Femalytics is a FemAging Project initiative.
