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Women are increasingly seeking menopause care outside of a clinician's office, according to a research letter published in JAMA Network Open.

In an analysis of Google Trends data from the United States, United Kingdom, and Australia between 2005 and 2025, researchers examined the share of menopause-related search activity attributable to products and services such as supplements, apps, and compounded bioidentical hormone therapies in searches categorized as either commercial or informational.

The share attributable to products and services increased from 22% to 37% in the United States, 16% to 36% in the United Kingdom, and 14% to 33% in Australia. Supplements and digital services such as apps drew the greatest interest.

Menopause-related informational searches increased even more quickly during the study period, suggesting that commercial interest in menopause is expanding alongside, rather than replacing, information seeking, the researchers said.

The global menopause market is projected to grow from roughly $17.8 billion in 2024 to over $24 billion by 2030.

Social media has helped fuel interest in menopause by opening conversations about a historically taboo topic and creating built-in support networks for women going through similar experiences, said Monica Christmas, MD, an author of the study. However, it has also contributed to the spread of misinformation, which can complicate discussions about evidence-based treatment options. 

"The last two years have just been bananas," said Christmas, director of the Menopause Program and Center for Women's Integrated Health at University of Chicago Medicine. "I have a headache most times I leave clinic. I feel like I'm having to do a lot more explaining that I've never had to do in the past."

One common source of confusion is hormone replacement therapy, she said. Although hormone therapy can be highly effective for some women, it is not appropriate for everyone, particularly those older than 60 years or more than 10 years from menopause onset. Yet many patients arrive convinced that hormone therapy is the right choice for them.

"Patients get quite angry with me when I tell them there's not any indication to start it," Christmas said. "I'm getting a lot of resistance."

She said the proliferation of menopause-focused products and services, often being marketed by self-described experts, exploits women during a vulnerable time in their lives.

She also noted that women may purchase commercial menopause offerings for symptoms that are not actually caused by perimenopause or menopause. 

Other experts view the trend more positively.

"In today's environment, there are many sources for information and care," said Gloria Bachmann, MD, a professor in the Department of Obstetrics, Gynecology and Reproductive Sciences at Robert Wood Johnson Medical School in New Brunswick, New Jersey, who was not involved in the study. "All of us, no matter what the health condition is, explore options and various management plans, both traditional and non-traditional." 

Bachmann said that patients have come into the office with ideas about the pros and cons of various treatments they found online. She works with them to come up with a plan for how to use them. 

"In my patients, I note that their having more information and knowing their options has been very beneficial," Bachmann said. 

Christmas said clinicians should familiarize themselves with menopause-related offerings being marketed online and maintain open communication with patients. Discussing what patients may be using and sharing evidence-based information can help them distinguish proven therapies from those that lack scientific support.

The authors report no sources of funding. The sources in this article report no relevant disclosures.

Brittany Vargas is a journalist covering medicine, mental health, and wellness.

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