The challenge
 
Despite rapid innovation in healthcare, menopause remains a blind spot — under-discussed, under-researched, and under-served. Most women experience a spectrum of symptoms, yet access to effective treatments and support is shockingly limited — even in the world’s most developed markets. Bayer set out to change this. The goal: to truly understand the lived experience of menopause and create products and services that make a real difference. To get there, they needed deep cultural and consumer insight. That’s where we came in.
 
The approach
 
This wasn’t just research—it was a multi-layered journey into the menopause experience. From immersive workshops with Bayer’s global strategy team to in-depth market profiling and robust quantitative research, we uncovered the unfiltered realities of menopause. We explored what women really feel, need, and want—busting prevailing myths and highlight areas of profound need.
 
The outcome

Bayer launched CanesMeno brand in January 2025. The CanesMeno® mix at launch included an expertly crafted digital education resource and scientifically-backed product range – to help the estimated 13 million women in the UK who are currently perimenopausal or menopausal (equivalent to a third of the UK’s female population) to manage their menopause confidently. Truth Consulting's work has been acknowledged as providing the foundations and framework for entering the menopause market.

​

​

​

​

Back to our work page